Challenge:

Gillette needed to encourage consumers of cheaper razors, well-known by the color yellow, to exchange them for the new Gillette blue razors.

Strategy/Execution:

To do this, we decided to focus on the fun side. We picked the UFC Fighter Vitor Belfort and created an unique video to Youtube using segmentation techniques to approach as much as possible of our target.

In June 18, 2012, we uploaded the first film of the campaign on Youtube. https://www.youtube.com/watch?v=dkTE_S0mr3c

The video achieved more than 20 milllion views only in one month.

Then, in August 4, 2012, we posted a video response on Youtube: https://www.youtube.com/watch?v=ZpJsRJKpLoo

This second episode also was a huge success, achieving more than 13 million views.

( Were there specific tools or tactics?)

Gillette Brazil's Branded Channel on Youtube and Gillette Facebook Fan Page.

( Did the campaign run according to the original plan or was it adapted at any stage?

The campaign actually runned so much better than we expected that we had to create the second episode.

- More than 20 million views on YouTube.

- The commercial most viewed on YouTube Brazil in 2012.

- The video was so successful that its continuation 'Are You Yellowing 2' reached more than 13 million views on YouTube.