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Background
Brylcreem is an established brand of men's hairstyling products that is losing market share to younger brands. To promote its hair wax - that allows hair to be endlessly restyled - Brylcreem took its first steps online to reconnect with a younger audience.
Solution
Instead of baby steps, our online campaign uses the latest Web 2.0 technology that allowed our young, urban male target audience to not just sit back and watch, but sit forward and get involved as well.
The focal point of this campaign is a character called Soh Hem Sem (an intentional colloquial mis-pronunciation of 'So Handsome') - a cocky, self-centered and self-proclaimed hot guy whom regular Joes just love to hate. He is the subject of our on-site product-demo videos, which feature hilarious mock violence inflicted upon him. However, he always bounces back with his hairdo intact, thanks to Brylcreem Wax.
Users can get involved by:
- Suggesting new ways to abuse Soh. The best suggestions were filmed and uploaded.
- Replacing Soh's face in the videos with friends' photos, and send them out as pranks.
- Joining our video contest by filming their own Soh Hem Sem videos, and show how they can emulate his ability to bounce back from any hair-related mishap. Winners were determined by site visitor votes.
Results
Relying solely on the online campaign (the only other marketing activity at the time were existing point-of-sale displays) Brylcreem doubled sales figures of their hair wax range and tripled their market share from 3% to 9%.
A survey conducted by Brylcreem showed that the brand's top-of-mind recall among young males who have visited the website increased by 33%. There was also a 15% increase in the perception that the brand is young and contemporary.
96% of site visitors now believed that the brand was targeted at those below 30, and 48% said they would now consider buying Brylcreem products.
Equally important: it fundamentally changed the client's approach to marketing. Brylcreem is already revising the following year's marketing budget in order to allocate a larger proportion to digital.
NOTE: Results are obtained from client-commissioned consumer survey and client's sales data.
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