Shave It Or Save It
The Shave It or Save It Concept was developed as an extension to the ‘beards are no solution’ campaign developed internationally. It also looked to leverage the continued trend in facial hair (especially during the month of November). Leveraging the famous Hot or Not idea the campaign looked to challenge men to share their ‘growth’ with the line ‘Don’t be so Sensitive’. Visitors to the site were then asked to vote on whether the entrant should ‘Shave It’ or ‘Save It’ with each vote culminating in a donation by NIVEA FOR MEN to a chosen charity. Entrants with the most creative entries and the most votes accumulated would go on to win a number of prizes.
Orchard were responsible for all elements of this campaign from idea generation, logo & identity development through to moderation & approval of entries and management of all promotional elements across both Australia and New Zealand.
The idea was used as a springboard to launch the NFM sensitive range in Australia and also expanded to include experiential activity across key states, viral marketing, PR, celebrity involvement, retailer participation and off & online media to ensure a 360 campaign was executed.
The campaign delivered on all of its KPIs and looks set to be built on in subsequent years.
