King C Gillette Barber Shop
Gillette, the pioneers of male grooming since 1901, wanted to launch their new King C. Gillette brand - a range of professional-quality beard-care products - in a way that asserted it’s premium positioning to grow the beard-care category in Australia.
We worked with Val Morgan outdoor and their proprietary data platform DART to help us identify where the “beardiest” place in Australia was. DART combines screen-based facial analytics data with 3rd party data sources to deliver unique planning insights. This platform can measure gender, age, engagement and, crucially for this campaign, facial hair. From this data we discovered that people in the Bondi area are 31% more likely than the national average to have facial hair.
We created Gillette’s first ever Barber Shop and opened this directly opposite Bondi Beach. The campaign launched during the month of Movember, in support of Gillette’s long-standing partnership with The Movember Foundation and as well as being Covid-19 safe experiential activation, the venue doubled as a content studio and influencer hub, making the most of the venue to drive incremental reach through social content.
Sold out every day it was open
Seen by more than 95,000 people in Bondi Beach across 4 weekends
Reached over 10.5M people in Australia & around the world through social
Helped grow the beard care category in Australia by 147%