With a limited budget--less than $1 million--the campaign for The
Philips Norelco Bodygroomer included a humorous video on ShaveEverywhere.com as its central component. "I feel very comfortable talking about this, but most of our consumers don't," Kratky says.
The site has received more than 1.7 million visits to date. Buzz about the video and the new product were featured on more than 500 blogs. The product was one of the most successful launches for Amazon.com, and became the No. 3 best-selling SKU in men's grooming at Target.
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