British brand Bulldog Skincare for Men was launching in Canada in 2018. Paradigm was tasked with generating awareness among the target audience and bringing the distinctive Bulldog brand essence to life.
The challenge was finding a way to stand out in a category dominated by a few key players, while keeping the unique and distinctive voice of the brand.
To help create a personal connection with key audiences Paradigm invited media and influencers for a first look at the product line-up at a launch event in a local barber shop. Attendees were treated to a barber service using the Bulldog products and had the opportunity to interview the founder of Bulldog, Simon Duffy.
A targeted media relations strategy was also in place to promote the new brand with long-lead and short-lead media. An influencer campaign was developed to build awareness when the product line launched, and again at Father’s Day and throughout the summer months. Paid social media on Facebook and Instagram amplified the influencer and media relations campaign.
The launch program was a success, generating buzz and interest for the British skincare brand, helping it become the fastest growing men’s skincare brand in Canada.
The media relations and influencer campaign generated 54 stories and 12 million impressions. Bulldog was featured in print, online and broadcast outlets, and featured in several Father’s Day gift guide broadcast segments across Canada.
The paid social content across Facebook and Instagram generated more than 4.5 million impressions