Through a partnership with Universal Pictures & Pitch Perfect 2, launched the first-ever women’s masterbrand campaign for Schick & Skintimate, introducing a leg care regimen called “Ready, Shave, Shine.”
We partnered with director Adam Shankman (Hairspray, Rock of Ages) to create a song & dance number that both embodied the brands & brought to life the spirit of the original hit film. It centers on a college A Cappella group, known as the Basic Pitches, as they perform a parody arrangement of the songs “Bang, Bang” & “I Love It.”
The video ran online, in-cinema, & in-store as part of point of sale kiosks. The overall look & feel was developed & extended as an integrated campaign across digital & social media, a dedicated custom Spotify channel, Schick/Skintimate product (including key placement in the film!), & even to the red carpet.
Results:
• After only two weeks, the video had over 5 million combined Facebook & YouTube views
• Schick/Skintimate saw a 9% increase in dollar sales in May ’15, & an increase of 16.7% for the 3 core brands supported in the program – the highest over a 4-week period in more than 3 years
Key contributors: Matt Zavala, Suyin Sleeman (creative), Jason Way, Paul Greco, Matt Nelson (production); production co: Independent Media + director Adam Shankman; Wojahn
