When Harry’s Met Harry Kane.
Harry’s are the razor company who, like the handily-named England football captain Harry Kane, are not afraid to be different. Our brief was to recommend a social strategy to maximise ‘talkability and shareability’ around Harry’s new campaign that looked at mental health and masculinity: “I Am Not Afraid”.
Working closely with creative agency Brothers & Sisters, we defined a social strategy which incorporated a series of tactics to drive conversation around the campaign, including teaser activity around key games, amplifying the conversation around mental health via a series of films with renowned sports psychiatrist Professor Steve Peters, and close collaboration with Harry Kane to encourage people to open up via the hashtag #IAmNotAfraid.
Beyond the TV ad, all activity was successful in generating buzz around the campaign, generating 5m+ earned impressions, 3m+ video views and contributing to an overall increase in brand awareness of 8% PP.