Gillette M3 Power Event

Client/BrandGillette Co.Lead AgencyPierce Promotions & Event ManagementTime FrameJune 9-11 and June 13, 2004, with events in 1,500 Wal-Mart locationsObjectivesPrimary: Drive sales of M3Power razors at Wal-Mart by compelling shoppers to touch, turn on and experience the product. Secondary: Increase brand awareness through integrated materials and attractive, approachable staff in logoed attire.Target AudienceWal-Mart shoppers:Primary: Males 18-45Secondary: Father's Day shoppers, male and femaleStrategyExecuted a Wal-Mart retailtainment promotion featuring three M3Power SKUs: M3Power Razor with two cartridges, M3Power Cartridge four-count, and M3Power Cartridge eight-count.M3Power events were scheduled in 1,500 Wal-Marts, one event per store, over one week in June 2004. Scheduled events for the week before Father's Day to capture consumers shopping for the men in their lives. Created an event set that attracted the target consumer through mystique and a sense of gaining access to the M3Power razor. Designed event to be easy to set up while maintaining a premium image to match that of the M3Power brand.Utilized a clustering approach to minimize set production, shipping and staff training costs and reduce the risk associated with set transfer shipments. Staffed events with attractive, approachable female M3Power Brand Ambassadors.Other FactorsA detailed mapping process called "clustering" was utilized to geographically group stores to maximize staff and minimize travel time and expenses.1,500 stores were grouped into 470 clusters, with only one set required per cluster. This process drastically reduced production and shipping costs.Approach: Utilized staff for multiple events. Repeating executions increased staff awareness and comfort with product knowledge and sales tactics. This increased quality control.Results98% execution rateTotal brochure distribution: 260,212Total interactions: 264,270Sales lift over three-week same-day baseline (all SKUs): 124%Sales lift over three-week same-day baseline (razors only): 133%Sales lift over three-week same-day baseline (four-pack razors): 110%Sales lift over three-week same-day baseline (eight-pack razors): 54%

Gillette M3 Power Event

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