PHILIPS - ONEBLADE
Whilst trying to adapt to millennial’s changing grooming trends, Philips invented a new product. A hybrid between the electric shavers they've always been famous for and shaving blades. The Oneblade.
But how do you build awareness or even begin to market a product that no one knows what it is or what it does?
We used social paid media A/B testing as a research tool, ran hundreds of different iterations and recruited a global pool of 1k people into our advocacy plan. Our findings informed everything from design guidelines to tagline, USP and category vernacular, even the Global Integrated campaign.
On a single Integrated shoot we captured content for almost 100 different assets.
Creating everything from prerolls, tv ads, social ads, square, vertical shoots, all captured on a single take.
No room for do-overs when shooting dudes shaving off their beards on a single stroke.
The campaign first launched in 5 markets, before it was rolled out globally across all 24 Philips Markets.
It was so successful we had to stop it four times because we kept running out of product! beating our ambitious KPI’s x3 times over and generating over 70% of leads through social.
OneBlade has now sold over a Billion units in little over three years. The campaign won a Gold Effie Award in 2018 and forever changed the way Philips do comms and shoot content.
BONUS
The product became so popular that we started creating bespoke local campaigns for key markets. Like this German spot featuring Liverpool’s manager with Jurgen Klopp. You wont understand unless you speak German, I will reupload a version with subtitles soon (promise), but if you’ve made it this far, definitively ask me about the story behind this particular piece.
