Scale is everything at Gillette. We touched 800 Million faces every day. To do this, you must be sharp, and always push for the best out of your team, the partners, and your self. What an amazing experience.
I joined the Gillette team at BBDO only a few short months after P&G had bought them. We managed to maintain our 80%+ global marketshare of the Blades and Razors business for over 4 years despite serious market headwinds and client disruption.
Working on Gillette at BBDO taught me 3 critical things. What it takes to work for a world class client, with a world class team, making world class advertising.
I worked with Collin on the Gillette business at BBDO and found him to be such a breath of fresh air. He looked at the world from a totally new perspective. He understands the social/digital landscape in a way most others can't.
Collin's 'can do' attitude and witty sense of humor--why are the Canadians always the funny ones?!
Peter Geary - EVP and best a man can get, BBDO NY
Gillette Fusion ProGlide Launch
Highest Grossing launch in
Biggest P&G launch of the year
55% Target Awareness before
the first TV Ad ran
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.
Brand Planner, Media Strategy, Digital Strategy, Social Strategy
Social Engagement Strategy, Brand Planner, Benefit Research, Insight Research, Influencer Outreach
Agency: BBDO NY. Client: P&G. Brand: Gillette Fusion ProGlide Design Market: Global
GILLETTE OLYMPIC HOLIGRAM
OPENING CEREMONIES - 2012 LONDON OLYMPICS
Gillettes Highest Online Ad conversion EVER (8.9%)
Amazon sold out of special edition razors WITHIN ONE WEEK
ACHIEVED Top organic ON 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.