'Your Beard For Germany' was born around the European Soccer Championship in 2012 to support the product launch of the new Philips Styleshaver. The renowned and extremely respected soccer coach, Jurgen Klopp, served as our authentic testimonial.

Our campaign was divided into 2 phases: the first running for the duration of the championship and the second phase afterwards. The first phase was a call out to German men encouraging them to let their beards grow while their team was in the championship games. After the games, Klopp thanked and encouraged consumers to find their own style using the new Philips Styleshaver. Both phases were supported by a broad media mix.

During Phase 1, an extensive campaign website and Facebook page were created and served as platforms which enabled extensive communication and interaction between the fans and with the brand.The ongoing targeted communication with sports lifestyle press as well as male-oriented lifestyle titles was rounded out with an exclusive outreach to the marketing press. The championship euphoria and the prominent testimanial created extra buzz.

On July 1st, the European Championship Final party took place in Hamburg and included select consumers who had won a Meet & Greet with Klopp. A broad invitation was also proffered to the press and the trade audience. Philips barbers introduced the Philips grooming products and gave advice about suitable and trendy styles. Thus the focus of the media outreach took on a greater focus on styling, both in regards to content and media outlets.

The implementation phase began with the launch of an interactive campaign hub where users could generate their beard diaries and publish photos of their beards. A supporting Facebook page served as a platform enabling extensive communication between fans and with the brand. The ongoing targeted communication with sports lifestyle press as well as male-oriented lifestyle titles was rounded out with an exclusive outreach to the marketing press. The championship euphoria and prominent testimanial created extra buzz.

On July 1st, the European Championship Final party took place in Hamburg including select consumers who had won a Meet & Greet with Klopp. A broad invitation was also proffered to the press and the trade audience. Philips barbers introduced the Philips grooming products and gave advice about suitable and trendy styles. Thus the focus of the media outreach took on a greater focus on styling, both in regards to content and media outlets.

In the beginning of 2012 Philips was #2 in the German male grooming market with a market share of 37% (Braun 40.2 %).

The campaign created a real movement among consumers: 34,000 Facebook fans; 1.3 million views on YouTube, and 1.3 million page views on the website are proof of the phenomenon that was created. Overall, 345 million contacts were created throughout the campaign. The press echoed our campaign with 70 online articles—9 in print with a circulation of more than 1 million; 2 TV features, and 7 radio stories. The sales results were also outstanding: Philips’ market share grew to 43.3% and out-performed Braun (37%), thus gaining Philips market leadership. Overall, the turnaround increased by 3.9 million Euro.