PRWeek Awards - Best Use of the Internet/New Media

Winner

Manning Selvage & Lee and Philips Norelco: Creating Buzzzz for Philips Norelco Bodygroom – Product and Web

There are a lot of coarse ways to refer...

Winner

Manning Selvage & Lee and Philips Norelco: Creating Buzzzz for Philips Norelco Bodygroom – Product and Web

There are a lot of coarse ways to refer to men grooming their body hair –”trimming the hedges,” and “manscaping” among them. So when Philips Norelco set out to launch its new “Bodygroom” shaver product in Q2 2006, it had to walk a line of promoting manscaping at various levels of maturity.

Research showed the prime target for the Bodygroom was men 25-34, urban, social, who spend a lot of time online looking for sports and humor. These men also look to influencers such as celebrities, media, and their peers for advice on grooming and appearance.

MS&L devised a plan that would capitalize on the fizzle of the term “metrosexual,” and add humor and masculinity to a grooming product.

The objectives were to drive sales of 150,000 units by the end of the calendar year, attract 100,000 unique visitors to the site during its first eight weeks, and generate 100 million media impressions.

In what judges called both a brilliant and hilarious campaign, the team created an interactive destination, shaveeverywhere.com, to give its target audience a place to “take a little off the top” in full privacy and validation.

After determining his audience was a key fit, they also partnered with Howard Stern, sending entertainer Jodie Moore to discuss the Bodygroom on air, and having popular show character BeetleJuice groomed live on air.

The Sundance Film Festival was another destination for the campaign. In “Shave Your Kiwis,” the company challenged celebrities to defuzz kiwi fruits to create interest and add innuendo and humor to the product in an otherwise cluttered giveaway environment. At a trade show, six firemen competed in a “Shave the Brave” contest for charity.

MS&L also took on local radio promotions, asking DJs to discuss male grooming. And in the awards category, it submitted the Bodygroom for honors in magazines such as FHM and Men’s Health.

The campaign exceeded expectations. The Bodygroom became the top-ranked product on Amazon.com’s Health and Personal Care section within two days of the Stern promo. It stayed there for eight weeks. Meanwhile, shaveeverywhere attracted 1.7 million unique visitors.

MS&L doubled its media impressions goals with 190 million, with hits in publications such as The New York Times and The Wall Street Journal, as well as radio and television segments.

Shaveeverywhere.com was featured on 1,500 blogs and got more than 100 positive customer reviews on Amazon.

Honorable Mention

Weber Shandwick and Masterfoods USA: The Rover: There is no off-season

If one was to compare the Snickers bar to a sports hero, it’s an aging athlete who’s likeable, but hasn’t changed lately. Snickers aimed to alter this by getting its brand into the extreme sports movement, targeting young men ages 18–24 who are heavily involved in skateboarding, snowboarding, and surfing. This group is distrustful of mainstream media, finding it elitist and insular. The team created TheOnSeason.com, an online social network for riders, by riders; and set up submissions to be The Rover, an amateur rider’s dream job. The Rover was a correspondent who traveled to premier riding events, got backstage, and blogged about it. The Rover created a one-of-a-kind experience to tout the Snickers “instant satisfaction” positioning. Results were 4 million target members reached, 100% positive coverage, 1,800 applications for the Rover, 3.4 million hits to theonseason.com and 516,000 to the Rover blog. “This effort made the established brand relevant,” said one judge. “It was a great partnership.”

Finalists 2007



  • 360 Public Relations and LEGO Systems: LEGO: Builders of Tomorrow

  • American Red Cross: 125 Years of Hope, Humanity, and Compassion– Web-Based Events to Mark a Milestone

  • CKPR and CareerBuilder.com: CareerBuilder.com Monkeys Around

  • Manning Selvage & Lee and Philips Norelco: Creating Buzzzz for Philips Norelco Bodygroom – Product and Web

  • Weber Shandwick and Masterfoods USA: The Rover: There is no off-season


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