Circos Brand Karma

Official Blog of Circos

Another successful viral video campaign

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Last week a well-respected hotel chain stumbled in creating viral videos that were insensitive instead of funny.  Enough’s been said about that so let’s move on to something more positive.

Gillette’s new campaign surrounding the idea of “manscaping” is funny and effective. In research they found that 1 in 3 men shaved parts of body other than their face, and before they ran the campaign they tested the videos for with both men and women to ensure that they wouldn’t be offended.  The videos have a cartoon character teaching you how to shave different regions of the body.  The result is a viral video home run, of which the most popular in the series has already garnered over 600,000 views in 2 weeks.  You can probably guess which region that particular self-help focuses on.

The campaign is clever and brilliantly help Gillette establish their brand with younger males at the time when Gillette is expanding its product line beyond shaving to personal hygiene.  By using YouTube, Gillette is where these consumers are.  To draw them to Gillette, it focused the content of the video on something younger males would relate to (when you factor in age, I’d bet younger men shave other body parts more than older men, so the figure is likely more than 1 in 3 younger men could relate to the videos).  Finally, by making them short and funny, Gillette enabled the early discoverers to then spread word of the video through their social networking channels such as Twitter and blogs.

It’ll be interesting in the following days to see how the humor of manscaping translates across cultures.

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Written by Morris

May 31, 2009 at 4:14 pm

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