We’re thrilled to say that our Facebook Couples campaign for Wilkinson Sword Hydro 5 Groomer won Gold in the 2016 Warc Prize for Social Strategy.
The World Advertising Research Centre recognises the world’s best social media strategies, with entries from nearly 100 agencies from around the world.
The campaign has already won global acclaim winning the Forrester Global Groundswell Award for Social Reach.
adam&eveDDB collected the Grand Prix, with Golds awarded to The Social Partners, McCann Worldgroup (Coca-Cola) and Publicis Singapore (Scoot Airlines).
BBH and 360i were amongst the Silver winners, with Bronzes awarded to agencies including We Are Social and McCann New York.
In a market saturated by sameness and dominated by Gillette, the challenge was to reach and persuade young men, who were shaving less, to try the new Hydro 5 Groomer razor.
Wilkinson Sword used their partners to encourage them to try a new look via an app on Facebook that visualised one created by their partners.
The brand then sent the product to the 1,000 most influential applicants to trial it and offered the opportunity to win a style makeover for two.
Paid media was then used to amplify the best of these recommendations on Facebook, generating nearly 20 million impressions.
Following the campaign, Hydro male systems value share achieved a record high of 9.2%.
Check it out below: