The Campaign

Body grooming had become a constant predicament for men, causing pain and embarrassment to both him and his partner. Women and men thought a guy who doesn’t body groom is basically a ‘Pain’. The key idea was to co-create and generate consumer generated content to engage and intrigue both men and women, while subtly positioning the product in their mindset. Innovation met excellence with creative content around #MrPainful being seeded and shared across platforms by women, amplifying the topic and making it an online rage. #MrPainful is a guy who inflicts pain and embarrassment on his partner with his inconsiderate habits and traits like overconfidence, bad dresser, body odour, fake accent, lack of personal hygiene, lack of body grooming etc. The idea was to surprise, intrigue and engage the audience, prompting them to share their #MrPainful stories.

Creative Execution

First step was to carefully construct outreach plan on social media, youth platforms and identify social media influencers, bloggers and RJ’s.The second step was to creatively design, insight based yet fun content in the form of GIFs, posts, videos, articles and infographics and were shared across social channels. The third step was to reach out to RJ’s across India to push the conversation to a whole new level. In the fourth step social media influencer SNG Comedy was identified who shared their take and funny incidences around #MrPainful. Philips brand ambassador Arjun Kapoor joined the online banter with SNG comedy to create fun and viral content. The product was finally launched in an extravagant media event by Arjun Kapoor and men were asked to #Unpain. An #Unpain with Arjun Kapoor Hangout along with SNG Comedy was hosted live, addressing amusing hairy tales from the audience.

The campaign observed an overall increase in chatter, from zero discussions around body grooming, the conversations reached 20+ lakhs, making body grooming a ‘No Taboo’ topic. The ripple effect translated into a massive sales uptake in seasonal sales YoY.The campaign resulted into receiving unique and engaging content across online platforms, amplified engagement and enhanced shareability around #MrPainful and #Unpain. Buzz around #MrPainful and #Unpain reached a nationwide high, trending nationally and gathering 178+ million Twitter Impressions and 1.2+ million reach on Facebook. The campaign used the power of content marketing, consumer generated content, social media, radio, on-ground engagement , also making the best use of viral marketing to create brand awareness, influence product adoption and create a winning mix for the brand.The message was loud and clear – Take care of your man garden and ‘Stop being #MrPainful, it’s time to #Unpain with Philips Body Groomer’.

Our aim was to reach out to consumers and influence their behaviour by enabling adoption of electric body grooming. The objective was to Position Philips Body Groomer range as the ‘one stop solution for safer manscaping’ by creating awareness, education and conversation about its superiority as it “Protects even the most sensitive areas”. Our research assessed male body grooming woes and how women reacted to their partner’s painful body grooming habits. • 60% of men had been in embarrassing situations due to excessive body hair and 70% were looking for the right product to end their body grooming affliction • 98% of women wanted their partners to pay attention to personal hygiene, making women the primary influencer for men to body groom Our strategy was reach out to men who were in the hiding and bring them out of the closet by creating insight based and fun content and conversations.