Gillette x Indiegogo
492% Funded. Sold out in less than 1 week.
The Challenge: For the past 75 years, Gillette has prioritized the quality of their razor’s head, investing heavily in disposable razors that are “the best a man can get”. Now they are introducing a razor that can heat in less than 1 second, warming up hair follicles before the razor hits them to give men a closer and less irritated shave.
Without the budget of a typical P+G product launch, Gillette needed to learn about its target audience, spread awareness, and motivate the early trial of enough razors to convince distributors to carry the product in the spring of 2019. How do we convince men to purchase a luxury razor on Indiegogo.com before it has been manufactured?
The Insight: Men should not be ashamed to up their hygiene game. Shows like the Netflix Original, Queer Eye, and growing awareness of non-binary sexuality are encouraging men and women alike to invest in self-care and reject the old-world persona of what it takes to “be a man”. This led to an analysis of the demand for men’s cosmetics, which showed significant interest growth in items like men’s shampoo, beard oil, and lotion in the last 2 years.
The hot towel shave is a luxury most men only receive once or twice, but now Gillette is bringing that same experience to the sink every morning.
The Results: SOLD OUT in less than a week. 492% of funding goal raised.
Visit these articles for more information on crowdfunding campaigns for enterprise clients like Lego, Coca-Cola, Proctor and Gamble, and Tyson Foods.
Additional Indiegogo Campaigns
Lego: Forma
Add A Splash Of Creativity To Your Day
Coca Cola: Valser
Made By Mountains
Proctor & Gamble: DS3
A New Way To Clean