DIg In Case Study
Gillette and Venus University Razor Sampling Campaign
industry
Consumer Goods (Personal Care)Target Audience
First year university students, gender targeting.The Challenge:
As a market leader in the shaving industry, Gillette sought to expand its appeal to a younger demographic. The goal was to introduce both the Gillette and Venus brands to university students, building brand loyalty early by gifting new students with razors on their first day at university.
The Solution:
To reach the target audience directly, Gillette delivered 285,000 razors straight into the homes of students across the country. This included a new, budget-efficient system that provided gender-split boxes containing either Gillette or Venus razors, ensuring relevance to each student.
The Results:
- Boxes were customized to meet the needs of each recipient, containing either a Gillette or Venus razor.
- The campaign collected over 6,200 responses from students, providing valuable shopper insights into their preferences, habits, and brand perceptions.
- The campaign generated more than 250 pieces of authentic content from students who shared their experiences with the products, showcasing the razors in-hand and adding credibility to the campaign.
- 87.4% of students reported being likely to purchase Gillette razors within the next 6 months, indicating strong conversion potential.
- Positive Customer Feedback:Direct testimonials provided product endorsement, with one student stating, “Really amazing shave, the moisturising bar does wonders, and I love the fact that the entire head of the razor can swivel with your face. Best shave I’ve had in years.”
Conclusion:
The targeted razor sampling campaign successfully introduced Gillette and Venus products to a key demographic, yielding excellent engagement, valuable consumer insights, and high purchase intent. This direct-to-consumer strategy proved highly effective in connecting with the younger audience and building long-term brand loyalty.
Check out our other student sampling case studies at:
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