Results and Effectiveness

On Facebook: · Total Reach: Over 20 MM · Total interactions: 432,014 including 167696 likes, 2741 comments and 2620 shares On Twitter: · #FomieWithDad trended in India On Instagram: · Growth in followers: 300% since inception The activity got sons closer to dads and the brand closer to consumers.

Creative Execution

The campaign was launched on father’s day through print and social media including Facebook, Twitter and Instagram. Here Gillette asked sons to click and share a ‘Foamie with Dad’ to celebrate their fathers.

Insights, Strategy and the Idea

The Insight: Fathers are their son’s first role model. But unlike the west, in India, the father son relationship is more formal and restrained – they share very few moments of emotional bonding, unlike mothers and sons. But the one father-son moment that is timeless and can’t be taken away from their relationship even when sons grow up is the time when a father teaches his son how to shave for the first time. The Strategy: Gillette, as a brand that inspires men to be the best that they be, decided to help bring fathers and sons closer using this unique insight. The Idea: On father’s day, Gillette inspired sons to celebrate their first role model, their fathers, with the timeless father-son ritual of the first shave with ‘Foamie with Dad’ (a selfie of a father and son harking back to the day that a father thought his son to shave)