Before Philips Norelco introduced the Bodygroom five years ago, few men were buying products to shave "down there." But competitors quickly crowded the suddenly hot "manscaping" category. To launch its newest bodygroomer, the BG2040, in 2010, Norelco needed to re-engage its young male audience.

So when research revealed that young men care as passionately about the planet’s deforestation as they do about excessive body hair, a wild idea took root: link to an environmental cause, something no competitor had done. "Deforest Yourself, Reforest the World" was born. By vowing to plant a tree for every BG2040 sold, Philips Norelco donated $75,000 – 75,000 trees – to the Arbor Day Foundation and galvanized men to deforest themselves and help reforest the world.The campaign began on Arbor Day in New York, where a call for hairy men to be groomed by Carmen Electra turned out the media. We drove more than a quarter million people to our program’s site, where guys learned about both bodily and environmental deforestation and where they could build and share avatars of their deforested selves. We made deforestation socially good and socially hot. The product got hot, too, with sales on Amazon jumping 18% during launch week.

Arbor Day Launch Event: • Chose Playboy Playmate Carmen Electra as event host and scheduled her with national entertainment media, local TV and print, celebrity sites, grooming blogs and national radio.• Invited hairy men to be deforested by Carmen Electra in New York’s Madison Square Park, and engaged hundreds of event participants, along with media, with the product.Online Engagement: • Created www.shaveeverywhere.com/deforestation, with tips about personal grooming and fighting world deforestation, along with an avatar feature where guys could create and share their deforested look. Developed 'sweeps' for men to win an eco-adventure.• Posted campaign-specific tweets and Facebook updates to engage Carmen Electra’s 500K followers.Media Outreach: • Employed a "multiple exclusive" strategy; pitched The New York Times for a national print exclusive, and influential outlets (SportsIllustrated.com) to offer a spot at event for one reader to be deforested by Carmen Electra.

Sales Goal: Drive BG2040 sales at launch • Sales of the BG 2040 rose 18% during launch week on Amazon.com (Norelco’s largest online retailer).

• The BG 2040 broke into the Top 100 SKU’s on Amazon.com on launch day, jumping to no.90 from no.1565.• At launch, the BG 2040 ranked No.3 as Amazon.com’s "Movers and Shakers", measuring the biggest gainers in sales over 24 hours.Social Media Objectives: Drove more than 364,000 unique visitors to www.shaveeverwhere.com (40% credited PR activity) and prompted 700 comments on Facebook and at least 1.8 million Twitter impressions.Traditional Media Objectives: (1) Generated 138 million impressions, exceeding goal by 72%; and of our 144 placements, 66% were "Tier A" outlets.

(2) Brand mentions included in 100% of coverage, with 94% including an additional mention of the campaign or product. (3) Coverage was 100% positive or neutral and the CPM achieved: $2.96.