Prove Your Smooth

Digital Experience Powered by Facebook Open Graph

PROJECT OVERVIEW

M&M Products, makers of Bump Patrol, joined forces with Philips Norelco to launch a new razor targeted for African American men. Bump Patrol owns the African American men's shave category, as the number one choice for eliminating razor bumps, and Philips Norelco is a well-respected razor brand, so the combination was perfect. They wanted to make a big splash with their partnership - and that's where Vert came in.

PYS Site
While many men suffer from razor bumps, it's hard to get them to talk about it with their friends (especially on social media). So instead of focusing on the negative, the Prove Your Smooth campaign focused on the positive. If you were smooth in all areas of your life - the friends you keep, the events you attend and bands you like - then it only makes sense that your face should be smooth as well.

PYS SCORE
PYS BREAKDOWN
The Prove Your Smooth experience was powered by Facebook's Open Graph. Once a user authorized the site via Facebook login, Vert could pull in a number of data pieces and the custom-built algorithm then defined the user's smooth score. Smoothness was based on factors like the number of events attended with a start time after 10 pm, percentage of female friends, interests like bands or sports teams, and others. After the smooth score was calculated, a user could share that score or challenge their friends via Facebook. They could also explore the site for more details on Bump Patrol and the CareTouch Razor from Philips Norelco, videos, and enter a sweepstakes awarding prizes from the two brands.

During the campaign, the site saw:
- 10,600+ visits
- Almost 10,000 unique visitors
- 144 sweepstakes entries
- 3,000+ new Facebook likes
  • UX/UI

    Custom app and website design with user interface and user experience in mind

  • Social

    Social media strategy for engaging messaging & creative with measurable results

  • Development

    Mobile-first approach to custom apps, API integrations, website development, etc

  • Strategy

    Goal-driven digital strategy, analytics + insights based on unique campaign KPIs

CLIENT FEEDBACK

“I thought you were great to work with, so resourceful, decisive and full of great ideas!”

— Diane Noyes

Senior Manager Shopper Marketing, Sonicare and Norelco, Philips Consumer Lifestyle

AWARDS

  • W3 Awards

    Most Innovative Campaign, Silver

    The W3 Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites and marketing programs.

  • MarCom Awards

    Best Facebook Site, Gold

    The MarCom Awards is to honor excellence and recognize the creativity, hard work and generosity of marketing and communication professionals.

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