One glance at the women's razor category and it's a copy and paste of the same colors and floofy language women don't relate to. BIC Soleil wanted to stand out in the category, so we gave them a brand new tone and identity that did just that: Bright, bold, color-blocking imagery and a much needed dose of real talk.
From account to planning to media and creative, Soleil's success is the result of a truly integrated team effort. Soleil's Instagram launched in March 2016; we've grown the following (and are still doing so) with conceptual influencer partnerships, calculated media buys, and creating custom content based on shaving/beauty truths.
Here are a few of my favorite headlines (click to scroll through):
CUSTOM CONTENT SERIES: SHOWER YOGA
If you're a woman, you know you contort yourself into all kinds of positions trying to achieve a smooth shave. And...if you're a man, well, now you know. We created, shot, and produced this "Shower Yoga" series to bring this insight to life. All moves are based on actual yoga poses.
CUSTOM CONTENT SERIES: BEAUTY SHORTCUTS
Every woman has an arsenal of beauty hacks they turn to in a pinch. We personified some of the more notorious ones. Like the Peep-Toe Pedi: Why paint all 10 toes when only a few show? Or, the Capri Shaver: The illusion of a fully shaved leg achieved with minimal effort.
PARTNERSHIP: FIFTH HARMONY
Millennial women are the most optimistic generation in history. They also hate advertising. So how do we find an authentic way to connect with them? By showing them more of what they love. In this case, Fifth Harmony. Our partnership with Fifth Harmony culminated in a media day, an Instagram takeover, and a Spotify partnership. Well, the Harmonizers definitely showed up. We more than tripled our following in 24 hours.
A short video on our partnership:
During our media day with Fifth Harmony, we released a media kit with information on our survey of millennial women. In it, we included shaving tips, product details, and our findings from the survey.
Our Spotify partnership gave fans a way to connect with Fifth Harmony (and other influencers) like never before. Influencers created individual playlists featured on our BIC Soleil hub. These units resulted in a 230% increase in listening time and 33MM earned impressions.
(Click through to view all)