Agency: Alcone Marketing Group
Campaign: Deforest Yourself. Reforest the World.
Client: Philips Norelco
Philips Norelco introduced the Bodygroom Pro electric shaver in April 2010. Looking for an appropriate tie-in that would help them reach their young, male target, the company learned through research that 87% of men 20-49 say preserving the environment is important to them and 64% of Millenials said they would be willing to pay more for a product if they knew some of their investment went to an environmental cause. Based on these insights, the marketing team created the “Deforest Yourself. Reforest the World.” program with Carmen Electra as the campaign’s spokesperson and designated “groomer.”
They partnered with the Arbor Day Foundation to plant up to 75,000 trees – one for every Bodygroom Pro sold during the campaign period — April 30, 2010 (Arbor Day) through June 30.
The campaign was announced by inviting hairy men to be deforested by Carmen Electra. Hundreds showed up at events to be shaved.
Men were also invited to www.shaveeverywhere.com to answer four questions, such as “What Kind of Tree Are You? Create a Virtual You to Find Out.” Next, they could create an avatar based on a variety of physical attributes, such as skin color and amount of body hair. The site also offered grooming tips, information about world deforestation and a link to the Arbor Day Foundation site.
Men who completed the first two steps were invited to share their virtual self with others through email, Facebook, Twitter and other social media. Participants could enter to win the Grand Prize – an outdoor adventure or a Philips Bodygroom Pro, awarded daily.
A $5 downloadable coupon provided incentive to purchase, with a “buy it now” option providing immediacy. Paper coupons at “Electra” events were printed on 100% recycled paper.
Home page road blocks and rich media were used across sites such as The Gawker Network (Deadspin and Gizmodo), AskMen.com, Funny or Die and The Onion. They also partnered with Howard Stern on Sirius Radio to get live read opportunities during his morning show.
The campaign proved successful. Dollar share generated was 9%, against a goal of 3%. PR impressions reached 138 million through 144 media placements. The website generated 364,000 visits and 19,500 site registrations. Men spent an average of 3.08 minutes on the site.