Categories Name : MOBILE and TABLETS
Sub-Category : Best Multi Mobile Channel Campaign
Campaign Name : The Ultimate Upgrade: How Gillette Fusion Redefined Premium Grooming for the Urban Man
This approach delivered explosive growth across all brand metrics:
• Reach & Resonance: The campaign delivered 700M+ impressions. The Hrithik creatives achieved 61% higher CTRs than the category average.
• Brand Health Uplift: Brand Lift studies showed a +6.8% in ad recall and +5.3% in awareness, while BHT indicated +6% TOMA and +3.8% consideration.
• Search & Commerce Impact: Google & YouTube searches surged by 3.2x, and Amazon Gross Value tripled during the launch.
• Business Growth: CPAS activations drove a 2x ROAS, +12% new-to-brand consumers, and +22% AOV, with large-pack cartridges becoming the highest-sold SKUs.
Ultimately, Fusion business grew by 45%, and razor placements increased by 51%.