Harry’s are a US online razor subscription service, born out of the belief that men shouldn’t have to pay so much for a quality shave. They’re ‘Shaving’s Other Guys’; the underdogs of the shaving market out to beat the big razors. Our campaign had to be sharp enough to cut through, to put fear into the likes of Gillette and introduce Harry’s to British Blokes.
Our launch strategy was simple: ‘Be the anti-Gillette.’ They spend big on TV across a whole month, we spent once on a big occasion. They wallpaper the same creative across digital channels, we went sequential. They don’t use OOH, we, err… did. This included a 85ft ginger bearded banner in Shoreditch with the tag line “East London – probably the worst place to launch a razor!”
The results from the launch campaign wiped the smile off Gillette. Brand awareness increased in London from 6% to 17%, and across the UK it increased from 3% to 9%. Purchase intent grew by 24% and we smashed our razor subscriptions target by 17%! We even received a few selfies of our banner from fellow ginger bearded guys! All in all, a fantastic debut for Harry’s.