In 2009 Gillette launched their newly redesigned Fusion Pro Glide razor. To kick off the launch Gillette decided to focus on creating a social media ground swell before engaging traditional media channels.
I was engaged by Proximity to lead the user experience for the social media campaigns.
Project role: Experience strategy, information architecture and interaction design.
Advertising Agency: Proximity Inc
Experience Strategy: devised a grass roots campaign strategy that leveraged social media channels in order to drive customer engagement, awareness and brand amplification for the new multi million dollar product launch. This included leveraging FaceBook, as well as enlisting 100 bloggers to test and blog about the new Fusion Pro Glide razor.
User Flow and Wireframes: leveraging FaceBook advertising platform and user updates the experience mapped out the different channels, entry points and amplification modalities to create a highly successful campaign.
Post launch: the highly successful FaceBook and Blog campaign generated substantial customer engagement and brand awareness with 40K likes on FaceBook and over 100K entries for the razor give away.
