The Problem
Following the onset of COVID-19, Americans faced a litany of unprecedented challenges and interruptions to daily life. Many were serious in nature, but others (“How do I cut my own hair?”) were light-hearted and low-stress. With this in mind, we identified an opportunity for Philips Norelco to show up as a hero for men during a time of turbulence and confusion.
The Solution – How we Uncomplicated the Complicated
With barbershops closed and men struggling with new at-home grooming routines, we forged a partnership between Philips Norelco and Fellow Barber, a trendy NYC barbershop with multiple locations across the city. We taught Fellow Barber’s talent how Philips Norelco products could help men stay clean cut and well-groomed during quarantine and hosted virtual haircutting tutorials and Q&As for top-tier media. Fellow Barber also created a list of Norelco-specific haircutting tips and tutorials that we shared with target media for relevant grooming stories.
Results & Impact
The virtual haircutting tutorials and Q&As were popular with our target media, and drove strong brand affinity among editors. To-date, we’ve held appointments with editorial staff from top-tier outlets including Wirecutter (New York Times), New York Magazine, Esquire, Men’s Health and NBC News, representing more than 35MM potential earned impressions. Philips Norelco also saw an uptick in sales among products used during the tutorials.
