MediaVest
P&G, "Gillette Fusion ProGlide"
SOCIAL: USE OF A FAN PAGE
Gillette was
launching a new product, the ProGlide, in a market saturated by multi-blade razors that supposedly gave better shaves, so it needed to introduce consumers to ProGlide and prove to them that the
efficacy and improvement of the product was real. They created a fan page on YouTube and invited men to try the ProGlide for free and submit their video testimonials. The campaign began with rich
media on YouTube, ESPN, Men's Health, and e-commerce channels that pushed men to the branded fan page where they could request a trial ProGlide. Over 325 consumer video testimonials were uploaded
to YouTube, and over 164,917 samples were distributed via the fan page.