Engaging a male target audience through a partnership with the Toronto Raptors

Turning timeless personal care into a new way to give a personal statement with Gillette and professional athletes

Situation, Insight + Approach

With a 100+ year history in shaving and personal care products, Gillette has been a part of iconic trends and cultural touchstones. As the official shave and beard care partner of the NBA’s Toronto Raptors, Gillette was looking for a fresh new way talk about grooming with players and fans.

Gillette partnered with the NBA’s Toronto Raptors for Choose Your Game Face, a campaign that explored the choice men have between wearing their game face with a smooth shave or styled facial hair. The campaign was brought to life by first developing an authentic narrative and message matrix designed to engage men in a grooming conversation while remaining authentic to their favorite sport, team, and players. The Raptors’
clean-shaven forward O.G. Anunoby, bearded guard Fred VanVleet, and a diverse squad of influencers with a shared fandom for the Raptors, created social content based on our activations. The resulting content reached men in Canada both organically and through Gillette’s efforts and throughout the 2022/2023 NBA season.

Impact

Overall, the ‘Choose Your Game Face’ campaign was a success as it was proven to resonate with Canadian men via IPSOS study and the influencer marketing metrics were some of the strongest of any recent Gillette campaign.

The earned campaign generated over 150 pieces of media and influencer content, garnering over 13 million traditional and social media impressions combined.

Influencer partnerships generated nearly 30 social posts, and the majority of content was whitelisted and optimized to reach men only with the most engaging influencer content.

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