Client Case Study:
Gillette was looking for a way to combat the rise in popularity of monthly shave subscription programs, so they decided to create the Gillette Shave Club. Next, they partnered with Daymond John, the fashion mogul, marketing guru, and renowned entrepreneur who knows the importance of a clean shave in the business world.
The Shark Group Approach
As the Founder and CEO of a $6 billion company that took the fashion world by storm and one of the stars of ABC’s Emmy Award winning business show, Shark Tank, Daymond understands the importance of creating a personal brand and selling yourself everyday. With Gillette, Daymond is able to portray his aspirational and relatable personality by reaching all men to depict the significance of looking trimmed and professional when pitching oneself.
Through multiple appearances on media outlets that cover business, fashion, and pop culture, Daymond covers a wide spectrum of the shaving world where he highlights Gillette’s razor quality, lifespan, and value.
Utilizing Daymond’s strong public image, The Shark Group team set up multiple press interviews to promote the Gillette Shave Club, including CNBC, NBC News, MSN Money, and Sirius XM. With 50+ media outlets discussing the activation of the Gillette Shave Club, the press garnered over 155 thousand impressions.