Philips Norelco Gets Shy Men to Talk Up New Razor
Philips Norelco is using word of mouth to promote something few of its male customers actually want to talk about: shaving their body hair. The company decided to market its new body grooming shaver to men ages 25 to 44 who are too shy to admit that they groom below the neck. To get the hushed message out, it is relying on a viral campaign at www.shaveeverywhere.com that features a tongue-in-cheek product pitch, shaving tips, customer testimonials, and more. Philips Norelco promoted the viral site with a combination of online banners, talking panels in public bathrooms, and street flyers -- all designed to generate buzz. The result? Since its launch, the site has generated traffic pass-along of 31% and has recorded 1.73 million unique visitors.
