Gillette x BAPE: Transforming Grooming into Streetwear Collectible

CHALLENGE When two iconic brands, Gillette and A Bathing Ape (BAPE), collide, the result is more than just a razor—it's a cultural moment. Launching just after the Super Bowl, this limited-edition collaboration aimed to:

- Transcend traditional grooming marketing

- Create massive buzz beyond physical retail locations

- Capture the attention of Gen Z and streetwear enthusiasts

- Build a robust database for future marketing efforts

SOLUTION

Strategic Influencer Campaign:

Multilayered Approach to Maximum Impact:

- Leveraged existing Gillette influencer network

- Activated hypebeast and streetwear content creators

- Implemented a strategic pre-launch teaser campaign

- Utilized HYPEBEAST platform for initial drop announcement

Influencer Activation Strategy:

- Exclusive first-look content

- Clear call-to-action for email sign-ups

- Creating intentional fear of missing out (FOMO)

- Seamless integration of past brand narratives

CAMPAIGN RESULTS

- Influencers Activated: 13

- Total Content Pieces: 54

- Social Engagements: 17K+

- Total Impressions: 261K

- Email Sign-Ups: 30K+

- Razor Sell-Out Time: 58 minutes