•Encouraged guys to join the conversation about male Body Shaving via a series of “How To” videos housed on www.Gillette.com/bodyshaving and seeded virally.
•Content designed to educate consumers on how to use product, rather than hard sell directly encouraging consumption of product.
•Over 2.5 million video views – 1.4 million video views on YouTube
•million “traditional” media impressions
•449,000 Twitter Impressions
•500 Blog mentions
•1900 Diggs on Digg.com
•3x traffic to gillette.com (1 week)
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