Kick-starting brand success 06/03

Boosting trial and winning over users

 

 

CHALLENGE

• Venus women’s razors was losing market share to Schick Intuition in Australia. 

• We needed to stop this loss, and start re-gaining share.

 

THE MEDIACOM DIFFERENCE

• Young Australian women find shaving a chore. 

• But, since summer means shared fun at the beach with girlfriends, they also want their legs to look their best. 

• Our idea:  Venus kicks starts summer with your friends. 

• We created a can’t-miss event:  the World’s Largest Swimsuit Shoot for the Guinness Book of World Records. 

• Massive PR, TV, online, print and even a Facebook site maximized the event.

 

RESULTS

• Market share jumped from 26% to 45%, with more razors sold in one month than the entire previous summer.