Wilkinson Sword: Facebook couples

Gareth Price

Campaign details

Brand: Energizer
Brand owner: Wilkinson Sword
Lead agency: The Social Partners
Country: United Kingdom
Industry: Shaving products
Channels used: Product sampling, Social media, Word of mouth, advocacy
Media budget: Up to 500k

Executive Summary

This case study describes how British shaving brand Wilkinson Sword used the power of micro-influencers to launch a new product and paid media to amplify the effect.

In a market saturated by sameness and dominated by Gillette, the challenge was to reach and persuade young men, who were shaving less and increasingly more likely to sport beards, to try a new razor.

Standing out in social media as brand was equally challenging, with Facebook prioritising interpersonal content over branded posts.