Phenom's blogger project

Background

The brief was to drive awareness that the Gillette Fusion Power Phenom’s shave delivers the most comfortable feeling ever among all Gillette experiences.

Idea

If word of mouth is the most persuasive form of communication, then the idea was to generate as much word of mouth as possible by harnessing the collective power of Turkey’s most influential bloggers.

86 bloggers were mailed a pack containing a shaving kit including the new razor. Looking like a bathroom cabinet, with a mirror on the outside, the piece asked: “What were you thinking about while you were shaving with Gillette Fusion Power Phenom?”

The claim was clear; it’s so comfortable with the Gillette Fusion, your mind can wander elsewhere while you shave.

Bloggers were invited to write about where their thoughts took them and the most creative description won a laptop.

Results

In ten weeks, nearly 1.3 million unique visitors went to the Gillette website.

44 bloggers published their project entry in their blogs.

112 blogs were posted about the project, with 542 comments written below these posts.

There were 115 message posts at FriendFeed, 39 message posts at Twitter and www.fenomenblogger.blogspot.com was visited 2,727 times.

Our Thoughts

Hmm, it’s an interesting question. What do you think about when you shave? Personally, I can’t help but wonder who the sad old sod is I’m looking at. This idea is almost moronically simple but it’s success lay, I think, in making the bloggers feel good about themselves. If it had been a plea to“help us sell some razors” it would have failed. Instead it was flattery. “You have such interesting thoughts, why not share them with the world.” And the bloggers did.