GILLETTE SUCCESS IN YOUR HAND

TitleGILLETTE SUCCESS IN YOUR HAND
BrandP&G- GILLETTE INDIA
Product / ServiceGILLETTE GUARD
CategoryF01. Excellence in Media Insights & Strategy
EntrantMEDIACOM Mumbai, INDIA
Idea Creation MEDIACOM Mumbai, INDIA
Media Placement MEDIACOM Mumbai, INDIA
Production MEDIACOM Mumbai, INDIA

Credits

Name Company Position
Neha Bagchi Encompass India Senior Manager

Why is this work relevant for Media?

Every young man is familiar with shaving as a rite of passage. In India, Gillette could have easily developed a traditional mass-awareness media campaign, but Gillette realized that they could use media to not only introduce young Indian to shaving messages, but to use media to help fundamentally change young men’s lives. Gillette had an inspiring media idea that could immediately impact millions of rural young graduates, especially those from impoverished backgrounds. It was a first-to-the-world channel strategy and creation of a brave program that was the world’s largest.

Background

India Shave Care is the single most penetrated P&G brand in India with 142MM users. Over the P2Y Gillette Guard has added more than 50% of users to the Global Gillette User base. As an integral part of the CDI model, Winning with Point Of Market Entry audience is critical to growing brand penetration with over 13MM Young Men entering the shaving category YOY. The core business challenge for Gillette is to get them a) To Shave/Groom More b) To make Gillette system 1st choice vs going to the barber or using a DE. However, it is very difficult to reach this critical mass of POME via traditional media touchpoints or communication. They are spread out over 29 States, conversing in over 20+ Languages, living in 80+ different communities & having varied multitoned job aspirations

Describe the creative idea/insights (30% of vote)

Team identified, universally lack of soft skills & Grooming is key barrier in them being able to realize their #1 aspiration of the ‘Dream Job’. Category Insight: Gillette is about helping men look, feel and be their best and reflects a real hero with a winning attitude. Gillette always uplifts and celebrates the unique potential of each man. Consumer Insight: We focused on Indian rural male University Graduates embarking on their job search and graduates who often do disproportionately better on their university tests than other graduates from other areas, their job hunts are often less successful. With these challenges & context & the relevant macro & local insights, the team conceptualized and created IN Shave Care’s & P&G India’s First Ever: Holistic POME Program called ,Gillette Guard Success in Your Hands Program with several multi-stakeholder partnerships.

Describe the strategy (20% of vote)

Indian Male Graduates embarking on their first University job search and living in Indian rural states experiencing burgeoning male unemployment. While these graduates did disproportionately better on their university tests than urban graduates, their job hunts were often less successful. Rural graduates were unaware of professional possibilities and lacked the critical social skills like etiquette, personal grooming and interview ability to gain their first job which their more prepared university contemporaries from more affluent areas exhibited. We know that shaving usage should rise dramatically at this life stage as a point of habit change. It was a first-to-the-world channel strategy and creation of a brave program that was the world’s largest. We needed a media planning approach that not only drove awareness but immediately could foster behavior that improved a job candidate’s ‘success-potential’ in order to drive Gillette Guard razor incidence. Communications plan centered around THE ACTUAL ON-CAMPUS OUTREACH PROGRAM.

Describe the execution (20% of vote)

Program Structure Action Plan: 1)To address the challenge of geographic & language barriers, we created a Panel of Top leading local language Print media publications. 2)Panel of Top Leading publications have strong credibility in their respective geography, giving Gillette instant access to Colleges via their relationships and equity. 3)Subject Matter experts were engaged by the publication & Gillette to put together a Best in Class Soft Skill Training & Grooming Module (including on How to shave with Guard) 4)Key business driver to convert the POME consumer to a User, is Trial. Hence, modern shaving booth were created, where the students got their 1st shave experience for free with a new Gillette Guard razor as part of the overall grooming module. 5)Overall equity of the program was further strengthened as the Program enabled Job Placements to the Rural Youth students via the Gillette Module.

List the results (30% of vote)

Program Impact: The program has till now has imparted Soft Skill Training and Grooming enablers to over 1.5MM students across India. These are students across 11 varied geographies, speaking different languages and having varied job aspirations. Our partners have offered internships, scholarships & job opportunities to over 1000 students who qualified, being the biggest P&G India program generating enabling job opportunities. Business Impact: Guard POME Program is in 11 states reaching over 1MM POME directly. Led to Guard franchise adding over ~4.7MM users, driving systems adoption by growing at 122idx (FYTD). Overall UBA & Equity uplift (+2pts) for Guard Guard getting to its Highest Ever Share at 18.8% in Jan’18+ 3.8pts vs YA+, 1.7pts (FYTD). Guard Offtake is growing at 121 IYA (FYTD) with Distribution now in 1.81MM Stores, +200M vs YA (108 IYA) on track to deliver 2MM Stores glidepath.