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Gillette Featured Portfolio

 

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, Gillette's Creative AOR with a expanded brand planning responsibilities. Most of this featured work was produced with BBDO in NY and Proximity Toronto. My contributions range from Brand Planning, Social Engagement Planning and Digital Strategy, Influencer Outreach, Measurement and Analytics. 

 
 
 
 
 
Collin is a world class brand builder. A leader in the digital and social space. He accelerated my personal development in the digital brand building world in my role as Gillette Brand Franchise Leader. Always challenging, creative, focused on driving change. He is also a fantastic partner. He listens, acts, makes collaboration fun. His creativity reflects a continued immersion in cultural trends outside the office. It’s critical for 21st century leaders to stay stimulated this way.
— Austin Lally - Gillette Brand Franchise Leader (CMO)
 

DEEP DIVE

Gillette Fusion ProGlide Launch

 
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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, Influencer Outreach

Agency: BBDO NY. Client: P&G. Brand: Gillette Fusion ProGlide  Design Market: Global

Jan 2nd Skeptics 82% Negative Social Sentiment
June 2nd Believers: 78% Positive Sentiment
June 5th, 2 Billion Impressions, 55% Awareness
June 6th TV Campaign started. 
 

 
Collin worked on the North American launch of Gillette Fusion Proglide razor as the digital leader. Through his creativity and deep knowledge of all forms of new media, Proglide achieved over 55% awareness before a single TV ad ran! Great results to say the least.
— Peter Clay - VP Male Premium Systems, Gillette BFL
 
 
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GILLETTE OLYMPIC HOLIGRAM
OPENING CEREMONIES - 2012 LONDON OLYMPICS 

 
 
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Gillettes Highest Online Ad conversion EVER (8.9%)
Amazon sold out of special edition razors WITHIN ONE WEEK
Top organic ON 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, eCommerce Planner

Agency: BBDO NY   Client: P&G. Brand: Gillette Fusion ProGlide Olympic Edition  Design Market: USA, 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 uploaded hours before official 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 in earned media.

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.

 
The Opening Ceremony to the 2012 Summer Olympic Games in London was a disappointment. The 60-foot Boston Harbor hologram — sponsored by Gillette — was the much more impressive show on Friday night.
— NESN
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