1. Gillette launched its Skinguard product in Serbia through an integrated marketing campaign to address men's sensitive skin issues from shaving. 2. The campaign used local basketball rivalries to generate buzz by announcing a joint Skinguard team with rival captains. Videos of the unlikely team further increased engagement. 3. An event challenged a celebrity to shave and use Skinguard, generating over 1,000 comments and extensive media coverage. Massive ATL support then educated consumers about Skinguard's benefits through brand ambassadors across digital, print, TV and OOH formats.

1. 1
GILLETTE
SKINGUARD LAUNCH
ADAPTED INTERNATIONAL INTEGRATED CAMPAIGN
for KAKTUS AWARD
SERBIA
SEPTEMBER 2020.

2. 22
Sample headline
GILLETTE HAS CONTINOUSLY INNOVATED FOR 115 YEARS
TO GIVE MEN A BETTER-QUALITY SHAVE.
SOME MEN KEPT REPORTING THEY CAN NOT FIND A
PERFECT RAZOR AND HAVING SENSITIVE SKIN AND
IRRITATIONS.
THAT IS HOW GILLETTE SKINGUARD WAS BORN.
Gillette Legacy
THE ONLY QUESTION WAS – HOW TO CONVINCE
CONSUMERS TO BUY SKINGUARD IN A WHOLE HOST
OF OTHER RAZORS?

3. 33
Morning alarm. Irritation
caused by shaving.
Daily tasks. City traffic...
It is unlikely that this day
could be worse than it
already is...

4. 44
If anything can make it
better – fun, sport and
togetherness can. And
what if we combine
these three with new
Gillette Skinguard?

5. 55
3 STRATEGY PILLARS IN 3 DISTINCTIVE STAGES
Communication platform
▪ Producing locally
relevant content
▪ Leveraging hype for
Basketball Championship
Multi-channel approach
▪ 360º campaign
execution
▪ Right touchpoint
balance to maximize
coverage
▪ Go viral
Data insights
▪ Data driven approach
for planning, optimizing &
buying
01 03

6. 66
Stage: Attract
From Teaser to Reveal by creating a
buzz with brand ambassadors.
The mission was to bring Serbia
together and not divide it into rivalry.
One of the biggest national irritations
– solved!
01

7. 77 AVE: commercial value of earned media
WE’VE STARTED WITH SURVEY - „WHAT IRRITATES SERBIAN MEN”
Study insights
Use of study findings to
shape #lifewithoutirritation
core creative idea in a
humorous way and to
leverage it for earned
media
TOTAL NUMBER OF EARNED
MEDIA REPORTS: 10
AVE* = 5,000€
01OM
01

8. 88
Choosing highly unlikely Skinguard team based on well-known national rivalry
GILLETTE SKINGUARD TEAM
TEAM CAPTAIN
(IN REAL LIFE A TEAM CAPTAIN
FOR WORLD CHAMPIONSHIP)
‘’ROOKIE’’ 1
(IN REAL LIFE A TEAM CAPTAIN
@RED STAR)
‘’ROOKIE’’ 2
(IN REAL LIFE FAMOUS ACTOR
& A RED STAR FAN)
“ROOKIE’’ 3
(IN REAL LIFE A TEAM CAPTAIN
@ PARTIZAN)
‘’ROOKIE’’ 4
(IN REAL LIFE FAMOUS ACTOR
& A PARTIZAN FAN)
VS
TOGETHER AGAINST IRRITATION
X

9. 99
Seeding fake news
on Social & selected
Media publishers
that 2 rivals captains
will
PLAY TOGETHER
in the next season
became VIRAL
VERY FAST!
FAKE NEWS – “EXPLOSION”
01OM
02

10. 1010
VIRAL VIDEOS – Team Members Reveal
01OM
03
Revealing part of our
SkinGuard team via
several custom made
humorous viral videos
with
Brand ambassadors
& leveraging them
trough Media
publishers

11. 1111
Stage: Engage
Organizing an event with strong
media coverage to announce
#ObrijRaduljicu shaving challenge
02

12. 1212
05 EVENT
humor-based media event
gathered 70+ guests,
18 journalists, 10 influencers
06 CHALLENGE
SkinGuard team challenged
Raduljica to shave
07 INFLUENCERS
Among others, Dunja Jovanić &
Miloš Biković created extra
buzz and engaged consumers
HIT PLAY!
#obrijraduljicu PROVOKED MORE THAN 1000 instant comments!

13. 1313
TOTAL MEDIA
COVERAGE
50+ REPORTS
AVE: 30+k EUR
Event & Challenge
“ECHO”
AVE: commercial value of earned media

14. 1414
Stage: Educate
Focus on product functionalities and
skincare routine via massive ATL
support & brand ambassadors
03

15. 1515
When we drew full attention, focus was
on “Education” via Our 360º Approach!
Whole Gillette Skinguard team, supported by Milos Bikovic &
Dunja Jovanic, explained unique after shave feeling provided
by SkinGuard Sensitive collection & its innovative
specifications…

16. 1616
…and to obtain Media objectives
we had to empower “local story”
with MASSIVE REACH MEDIA
FORMATS!
DIGITAL SOCIAL & YT DIGITAL & PRINT SPONSORSHIP
BLIC.RS – BASKETBALL CHAMPIONSHIP SECTION
INNOVATE OOH
TV EXECUTIONS
WIDE CHANNEL MIX + RTS Cherry picking WC

17. 1717
CONSUMER FEEDBACK
Goals: Local relevant, native, engaging…
‘’Haha for real, this is such a good commercial ☺! Finally
something normal and fun and without the hate.’’
‘Bravo for this lovely team. However I still think that Lazić is the best and I
am so sorry that he will not participate in the world championship.’’
‘’ Great advert, I really thought we lost the captain’’

18. 1818 Source: Nielsen Arianna, Ipsos Brand Puls, mScreen, Gemius, Tagger, System Planning, Period Aug-
Sep’19
• 02
KEY MEDIA METRICS
TV
ON-TARGET
REACH:
MULTIMEDIA
ON-TARGET
REACH:
PRINT
ON-TARGET
REACH:
DIGITAL
ON-TARGET
REACH:
OOH
ON-TARGET
REACH:
89% 25% 18% 80%95%

19. 1919
or sit.
Our GOALS VS. OUR RESULTS!
Mission accomplished!
Communication
To have a locally
relevant and
produced content
Marketing
100% of sales delivery
target
01
01 02 03
120% of sales
delivery target!
Media
Reach 80% of core
TG Males 18-49 U
95%!
Engaged more than
100K users
50,000,000+
impressions
✓ ✓ ✓