Wilkinson Sword engage magazine readers off and online to challenge perception, drive sampling, capture data and deliver sales

Combining online functionality with media brand strength gave Wilkinson Sword back its number two place in the market along with valuable consumer data.

Adjusting consumer perception takes guile. In this instance the (mis)perception was that disposable razors are a compromise on shave quality. The only way to know different is to give it a try.

Targeting ‘Student Guy’ Wilkinson needed to overcome the power of Gillette, encourage trial and regain the #2 spot recently ceded to Bic. They set about identifying ‘Britain’s most Xtreme Shaver’.

Utilising the interactivity of digital, a campaign of rich media and microsites asked for user generated content – videos of bizarre and funny shaving experiences – with winners voted for by readers/viewers. The campaign also stepped into the real world with promotions in gyms and hotels also driving traffic.

From 186,000 votes cast on-line the campaign generated a valuable database of contactable names and a targeted sampling of 100,000 razors, 19% of whom have repurchased. Moreover, the halo sales uplift has Wilkinson Sword reclaiming the #2 spot in disposable razors.