Gillette Venus & Tessa Violet #InASnap Social Campaign

Leading the First Digital-Only Product Launch for Gillette:

When Gillette Venus launched its ready-to-travel Venus Snap razor, our team understood we would need to break from traditional, beach-themed advertising to attract a new, largely millennial audience.

For the #InASnap campaign — Gillette’s first digital-only brand launch — we partnered with YouTube singer-songwriter Tessa Violet to create a series of original, quirky songs inspired by tales of spontaneity and “wish I’d shaved” moments that delivered our “on the go” value proposition.

The digital campaign paid off big-time, generating more than 444 million impressions over six weeks, including 4.7 million views on YouTube. (Both exceeded the brand’s goals by double digits!) In addition, Gillette Venus’s YouTube subscriber count nearly doubled, and the campaign helped drive an immediate sales lift at launch.