Over the span of two years I worked as lead social writer for a number of Philips brands including OneBlade (featured below). Not shown: Sleep, Sonicare, Avent, Norelco and AirFryer.
For OneBlade, our approach was all about being clever, timely and relatable to win over a sarcastic and skeptical dude. We had to think fast and push ourselves to be original with our content and our community management approach.
Strange New Beard
Benedict Cumberbach has a nifty beard in this movie, so make the most out of this Marvel Dr. Strange social buy and sponsorship (it was a thin brief, initially). We did some of our own research and brought this nugget back to the client: Our target sends his friends pics of himself mid-shave to show off facial hair syles that he normally wouldn’t dare wear in public.
Reward those who are bold enough to step away from their sink with a #StrangeNewBeard.
A social campaign that messaged the product’s ability to trim, edge and shave to encourage men to try something new with only one tool, the OneBlade. Participants were rewareded with product, movie tickets, and ego strokes.
We exceeded our UGC and engagement benchmarks, which were the two most important metrics of success in my opinion because they show that we made a meaningful connection between brand and bro-sumer.
Post Copy: Stop sending your friends pics of your #StrangeNewBeard and share them with US instead. We have the Dr. Strange tickets and replacement blades you seek.
When it comes to a UGC campaign I’m usually hesitant. Will they actually play along? However, we felt certain that our insight and approach woud get them sharing.
Post Copy: Congrats @RickyQueso for stepping away from the sink with a #StrangeNewBeard... and a new OneBlade. #Winner
Our UGC approach used micro-influencers to kick things off. Submissions in the form of comments and social posts started pouring in... Never underestimate male vanity and absurdity.
Post Copy: Who will be our #StrangeNewBeard winner today? It could be you, currently nameless chin curtain man. [Award Emoji]
Post Copy: Trim. Edge. Shave. The three astral planes of facial grooming in one tool. The OneBlade.
The Strange New Beard concept came to life at Comic Con NY were guys could rest their feet and let our barbers go to work, giving them the Marvel character beard of their choosing.
From our social listening, we found that too many potential customers didn’t believe the polished looking product ads (”there’s no way it works that good” and “they shave his face with a razor between takes”). So in a sense, the opportunity was to silence the trolls without offending the trolls.
Create a believable example of the OneBlade’s benefits (not a typical ad). Let’s film regular guy shave his beard in one take, based on suggestions from social.
Engagement as the series developed proved that this realistic and self-aware approach worked. Our customer appreciated the candid and interactive nature of this content.
First, we targeted our skeptical audience with posts like the GIF you see below, asking them to comment and chose his facial hair style (the comments were hilarious). We had fun with the fans, building engagement through back and forth banter with the brand.
Post Copy: [Hand Wave Emoji] Hey there regular guys, how should this regular guy shave his beard? You decide. #OneBlade
Post Copy 2: We’re making an ad that’s not an ad, with your help. No tricky edits. Just one man, one take and #OneBlade.
We turned the video around fast. The full length vesion was ready to post a day after production, which was impressive based on our resources and client approvals.
Post Copy: You requested, he delivered. Watch this regular guy shave three different styles in one-take, with the OneBlade.
Yes Shave December
Guys get swept away by the No Shave November craze. With that comes a nation of terribly unkempt mugs and toward the end of the month, desperation for an irritation free shave sets in.
Counterintuitively, the brand encouraged young men NOT to shave during November. With content that encouraged them to “ride it out.” Then, social video and a contest encouraged them to style their facial hair in wild new ways in December.
Paid social and organic posts on Twitter, Facebook and Instagram.
Post Copy: The OneBlade has you covered with a comfy, victory lap shave. #NoShaveNovember
Post Copy: If your girlfriend hasn’t left you by now, neither will we. #NoShaveNovember
Post Copy: Trim, edge and shave through your whiskery woods with the OneBlade. Now that #NoShaveNovember is over!
CD: Brandon Stuart
ACD: Zane Cassidy
CW: Brynn Cahalan
AD: Francesca Mastromarino