To win a pair of Leafs tickets, consumers performed a body check against the pressure-sensing glass
of our custom-built penalty box, tying back to the shock-absorbing handle of the new Hydro Sense razor.
If they shared their slow motion body check video on social media, they were automatically
entered into the contest.
Schick Hydro was struggling to gain share in a competitive and declining category. Fewer men were shaving. Market research showed that those who were shaving didn’t appreciate the “one size fits all” razors on the market.
To help meet the unique needs of the target market, Schick created the Hydro Sense razor with a shock-absorbing handle that automatically adjusts to your preferred pressure and comes in three varieties for different shaving needs.
Paradigm was tasked with launching the new razor and driving product trial.
Attributes like flexibility, sharp blades, pressure and hydration made the razor a perfect fit with Canada’s favourite game: hockey. To generate awareness and trial of the new razor, Paradigm created an integrated partnership with the Toronto Maple Leafs, which included sampling, contesting and media relations.
Capitalizing on the period leading up to the league’s trade deadline, Paradigm held a sampling program in Toronto office towers, where the target audience was asked to trade in their current razors and trade-up to the new Hydro Sense. The sampling station was a custom-built penalty box made out of real rink boards.
In addition to the sampling, the campaign included contests and giveaways with high value prizes such as Leafs tickets and Schick Hydro swag, which was amplified with a paid social media strategy and national media relations.
The Schick Hydro Sense Launch reached millions of consumers through multiple touchpoints, reinforcing the razor’s key benefits and boosting trial.
Social posts and digital ads on Facebook generated more than 25 million impressions with an additional 7 million through earned media. The experiential and digital sampling resulted in the distribution of 60,000 razors to the target audience, plus more than 500,000 consumer impressions at live sampling events. The results of a post-sampling survey revealed a 95% positive rating for the razor.