Leading Edgewell brand Schick has teamed with J
Walter Thompson Sydney to launch a unique new digital campaign, kicking
off with Australia's first hour long catwalk streamed on Facebook Live.
to showcase Schick's Hydro Silk Gel Reservoir, the new #keepsongiving
campaign was also hosted in partnership with the Daily Mail Australia
across two locations. A 30" cut down of the catwalk will now be the
centrepiece of a four-month campaign on the Daily Mail site, comprising a
hub featuring content from leading influencers plus native articles
focused on different aspects of feeling confident.
VIEW THE 30" CUT-DOWN FILM
#keepsongiving is the first campaign executed by J Walter Thompson
Sydney since its role as creative agency for the Edgewell Personal Care
business - including key brands Banana Boat and Schick - was extended to
cover all digital marketing activities. The appointment followed a
competitive pitch, which saw Thompson's partner with leading digital
agency Webling to provide end-to-end expertise across the full range of
digital channels. The joint team will now work across Edgewell's entire
digital ecosystem including brand websites and social media creative and
community management for its various brands.
J Walter Thompson
Sydney's managing director Jenny Willits said the new campaign was an
exciting and engaging way to launch its extended remit with Edgewell,
through a campaign that "elevates the brand's communications beyond just
the rational product benefit, to better connect with audiences on an
Adds Willits: "Not only does the new #keepsongiving platform
allow us to speak to the product benefit (moisture that
#keepsongiving), but an online charity element of the Facebook Live
event also allowed us to communicate a new brand platform (the brand
that #keepsongiving) that can be utilised for years to come.
only that but it's one of the first Facebook live streams to run across
two different venues, and resulted in the largest audience for a
branded live stream in the country to date. It also demonstrated the
strength in the combined, end-to-end expertise across the full range of
digital channels that the combined J Walter Thompson/Webling team can
provide. It's an incredibly exciting way to start our expanded
relationship with Edgewell's brands."
Rachel Pullincino, marketing director, Edgewell Personal Care, said they had been impressed
by the seamless approach the J. Walter Thompson/Webling team had
proposed in its pitch, and taken to its first digital campaign.
Says Pullincino: "We
were already aware of the outstanding creative and strategic capability
of the J Walter Thompson team, having worked on several campaigns
together. Teamed with the added strength of Webling's deep digital
expertise, it became obvious we had an opportunity not only to
streamline our creative and digital communications, but take it to the
next strategic level. The #keepsongiving campaign is a great example of
how well this can work."
The Schick Catwalk Live Stream was held recently, including the full launch of Daily Mail content.