Gillette x BAPE
CHALLENGE Gillette x BAPE results from two globally recognized brands joining forces to turn an everyday grooming tool into a stylish, limited edition, must-have collectible. Beyond the “cool factor” to attract Gen Z and streetwear enthusiasts, this campaign had two clear objectives:
Drive buzz about the Gillette X BAPE razor drop. The buzz needs to reach more people than those who are physically at the BAPE stores in New York and LA.
Data collection to continue to build out Gillette’s audiences.
In addition the BAPE collaboration was launching the week after the Super Bowl, and Gillette had a prominent activation and presence that weekend in LA to support their GilletteLabs razor.
SOLUTION Tap previous Gillette influencers to foster a larger-sense of community. Showing off the Gillette x BAPE razor will feel like a natural integration and continuation of past posts. Connect with BAPE/Hypebeast fanatics. The hype-beast influencers are the “first-to-have it” waiting on the SNKR app on the weekend type guys. And so are their followers. With this exclusive drop the hypebeast guys will create a sense of FOMO on their feeds and encourage their followers to sign up for the waitlist to grab a razor for themselves. As soon as news of the news for the limited edition drop hit HYPEBEAST, our influencers posted content with their razors with the CTA to sign up to Gillette’s newsletter to get access to the the drop happening two days later.
RETURN ON INFLUENCE
13 Influencers
54 pieces of content
17K Social Engagements
261K Impressions
30K+ email sign ups
58-minutes - how long it took to sell out of the razor
