Gillette Phenom case study

For the launch of Gillette’s new Fusion Power Phenom razor in Turkey, agency Proximity Istanbul sent shaving packs to a large group of influential bloggers. They were then asked to write about their thoughts while using the new razor – with the most original blogger winning a laptop.

More than 40 bloggers obliged with a further 112 blogs posted about the razor challenge, which in turn generated hundreds of further comments and posts. Over a 10-week period 1.3 million unique visitors went to the Gillette website.