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I worked with P&G from 2008 to 2014 in various capacities. First at Proximity in Toronto, Gillette's global digital AOR as Global Digital and Social Strategist. Later I moved to BBDO New York with a expanded brand planning responsibilities. My last stint on P&G was leading leading the cross discipline Brand Strategy and Planning team at Publicis New York working on the Oral Care account across Scope, Crest and Oral-B.
Gillette Fusion ProGlide Launch
Highest Grossing launch in Gillette History
Biggest P&G launch of the year
55% Target Awareness before the first TV Ad ran
My Role: Brand Planner, Media Strategy, Digital Strategy, Social Strategy
Primary Contribution: Social Engagement Strategy, Brand Planner, Benefit Research, Insight Research, Copy Testing, Creative Approval
Agency: BBDO NY. Client: P&G. Brand: Gillette Fusion ProGlide Design Market: Global
Results: 55% Awareness amongst our US target before the first ad ran!
Skeptics: 82% Negative Sentiment on Facebook announcement Jan 2nd
Believers: 78% Positive Sentiment on Facebook for launch on June 6th
2Billion+ Impressions before the first Ad Ran.
GILLETTE OLYMPIC HOLIGRAM
OPENING CEREMONIES - 2012 LONDON OLYMPICS
Highest Online Ad conversion in Gillette’s history (8.9%)
Amazon sold out of special edition razors during promotion
Top organic return for key search terms opening day of the Olympics
My Role: Brand Planner, Social Engagement Planner
Primary Contribution: Idea, Engagement Plan, Music Selection, Data Analyst, Digital Planning Director, Influencer Outreach, Producer
Agency: BBDO NY Client: P&G. Brand: Gillette Fusion ProGlide Olympic Edition Design Market: Global
On the night of the Opening Ceremonies in London, we took over Boston Harbor, Gillette’s hometown, with spectacular water projections, architectural projections and live event, featuring two of Gillette’s sponsored athletes, Ryan Lochte and Tyson Gay. A video was uploaded capturing all of the excitement that evening designed to draw attention to the special edition razor Gillette had launched for the games.
True to expectations, Ryan Lochte won the first Gold medal of the games on day one. Because this video was time to slightly predate Olympic Games content, credibly tagged and supported with minimal media on Google, it showed up as the first organic search result for key terms of the day - "Ryan Lochte", "Olympics", "Swimming Results", "Gold Medal" - It was seen by millions more.
Test and Learn: ecommerce success
The “buy now” link at the end of the video drove a 8.9% CTR (Highest Online Ad conversion in Gillette’s history) consequently leaving Amazon sold out of the special edition razor.