Digital influencers smooth Schick's path to millennial engagement

This event report shows how Schick, the razor brand, successfully tapped YouTube influencers in order to engage with millennials.

Digital influencers smooth Schick's path to millennial engagement

Stephen WhitesideWarc

For some razor brands, the ideal marketing campaign involves the smoothest actors, the most mellifluous musicians and the most gracious tennis players spotlighted in equally flawless TV spots.

But for Schick Hydro, a shaving line seeking to boost awareness and trial levels among millennial males, a new breed of ambassador promises to deliver a pitch that genuinely could cut through the clutter.

Its spokesmen were all social-media influencers who have acquired millions of fans by creating their own content and releasing it on platforms such as YouTube, Vine and...

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