We shifted from a one-directional sampling carried out by the manufacturer to a new form of sampling; the gifting of samples between friends.

Launched an online service “Shaving Telegram”. When people found out about their friends’ celebratory news via SNS like marriage, birth of a newborn, birthday etc, they were able to create and send heartfelt shavers in a special package with an original message/design for free. Through Facebook it tapped into important moments in the targets' everyday lives where they would want to look their best, and linked it with the brand.

This unusual form of sampling synced in with the consumers SNS behavior, was used by many targets at once, and created buzz. It transformed sampling into something engaging, and facilitated continued use of the razors given away. It transformed product samples from trash, into a one and only gift and treasured item.