Digital Experience Powered by Facebook Open Graph
PROJECT OVERVIEWM&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.
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.
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
Custom app and website design with user interface and user experience in mind
Social media strategy for engaging messaging & creative with measurable results
Mobile-first approach to custom apps, API integrations, website development, etc
Goal-driven digital strategy, analytics + insights based on unique campaign KPIs
“I thought you were great to work with, so resourceful, decisive and full of great ideas!”
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.
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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