Challenge
BIC had just launched a humorous 360-marketing campaign called "All Shave. No Clog." to spotlight the EasyRinse razor's patented anti-clog technology and acknowledge how clogged up consumers’ lives are right now - from their credit cards to their social feeds. BIC didn’t want to stop at unclogging razors and shaving routines, they wanted to help all people let loose from what’s been holding them back from a life less clogged.
How do you generate the attention of women and men 18-34 for BIC EasyRinse in a saturated marketplace with countless options?Campaign
Enter the breakup heard across the nation: #Scandoval
Enter the breakup heard across the nation: #Scandoval
In early March, TMZ broke the news that reality TV power couple Ariana Madix and Tom Sandoval from Bravo’s hit show, Vanderpump Rules (VPR), had split because of a cheating scandal involving a third castmate. Fans of Ariana, the victim of the infidelity, flocked to the internet to show support, generating conversation and headlines beyond the reality world to become a cultural phenomenon.
BIC immediately recognized an organic opportunity to insert itself into this huge conversation and beat out dozens of other brands who were also looking to capitalize on #Scandoval. We partnered with Ariana Madix to celebrate her as she entered a new unclogged chapter in her life.
Leveraging media and fandom’s appetite for Ariana to publicly comment on #Scandoval for the first time, we strategically positioned the humorous content to be both culturally therapeutic and product focused with Ariana finally breaking her silence about what’s been clogging her life lately. The reveal? That “something” is a razor clogged with hair.
With BIC EasyRinse, Ariana claims she is able to start a new “unclogged era.”
Given the overwhelming response to the social video on TikTok and IG Reels (2.3MM views on day one), we added linear TV to the plan and aired the spot during all three highly anticipated “Vanderpump Rules'' reunion episodes.
Each week, we customized the spots’ end-card to reflect an on-theme one-liner from the episode prior below the “All Shave. No Clog.” tagline.
Results
BIC EasyRinse's Life Less Clogged with Ariana Madix has generated its highest women's sales week over week of Ariana's social post and grew +38% in the 7 weeks after the post vs. 7 weeks prior and generated 13.5 billion earned impressions, 22.3 million organic video views (the most organic views on any Instagram reel posted by Ariana as of 10/05/23
BIC EasyRinse women’s is now the #1 selling new item in the disposable shave category in 2023 and BIC EasyRinse men’s rose to #2 selling new itemin the disposable shave category in 2023.
Awards
PR Daily Content Marketing Awards 2023
Shortlist, Campaign of the Year
Shortlist, Product Launch
Shortlist, Overall Use of Video
PR Daily Content Marketing Awards 2023
Shortlist, Campaign of the Year
Shortlist, Product Launch
Shortlist, Overall Use of Video
PR Daily Media Relations Awards 2023
Shortlist, Newsjacking
Shortlist, Use of a Celebrity or Personality
Shortlist, Newsjacking
Shortlist, Use of a Celebrity or Personality
The Drum PR Awards 2023
Shortlist, PR: Social Influencers
Shortlist, PR: Social Influencers
Group Creative Director
Each week, we customized the spots’ end-card to reflect an on-theme one-liner from the episode prior below the “All Shave. No Clog.” tagline.
