Gillette

Generator sets Gillette’s online agenda

The Client:

Proctor & Gamble  - Gillette - market leader of grooming sector products

The Brief:

Traditionally most marketing expenditure for Gillette had been on television, press and outdoor advertising. However, increasingly there has been a move across Europe to establish the strategic role of the internet (and other interactive media) for Gillette’s marketing activities. Generator was asked to undertake a major strategic review of current and potential online activity in the shaving market across Europe.

The Solution:

We identified the ideal role for online marketing by both country and by target audience.   In addition we made recommendations about priorities, budgets, formats and integration with other marketing activities.

A considerable amount of primary and secondary research was undertaken to establish the penetration of digital media across Europe for the various demographic and psychographic profiles that interested Gillette. This included stakeholder

interviews and online surveys as well as the identification of publicly available existing data.

Measuring success

The result of this work was a presentation outlining a digital media strategy for Gillette across Europe. This document was then matched against Gillette resources and priorities in order to produce an agreed strategy document.

The strategy was then disseminated across their European marketing operations through a customised two day training programme as well as through in-depth workshops with senior pan-European marketing staff.

Quote from client:

“A massive thank you… I just wanted to let you know that I think the strategy document is a great piece of work and will be a valuable tool for EHQ and GBM colleagues trying to understand the internet marketplace in Europe”

Caroline Pathy, European Media Manager, (Gillette)