Amidst a category-wide sales slump, we were tasked with selling their new premium, "next-gen" razor to a skeptical younger audience.

The result? We created a campaign so successful that it helped drive P&G's grooming segment to 7% organic sales growth.

Here's how we did it.

First, we ran organic TikTok experiments to find the perfect hook.

The clear winner garnered 4M+ views by flipping the conventional father-to-son narrative and featuring a son teaching his dad about the new tech.

Leveraging that insight, we scaled up to a fully integrated campaign featuring TikTok star Joe Mele and his dad.

RESULTS

7% organic sales growth for the Grooming segment in F/W ‘23

MY ROLE

Creative Director at VaynerMedia.

Agency Team: Rob Lenois, Mike Pierantozzi, Dan Flora, Alyssa Leary, Eric Witman

Partner Teams: Supply & Demand, Lost Planet

Director: Joseph Kahn