After two years of grooming participation decline, Unilever, the Official Men’s Personal Care Products of the NCAA, needed a way to get men grooming again. With the Sweet Sixteen heading to the Lone Star State, Unilever partnered with Texas retailer, H-E-B, to launch a March Madness inspired barber competition. The barber finalist hit the road in a traveling tailgate promoting Unilever’s men’s grooming products. To build excitement, influencers and offsite media directed shoppers to vote. Additionally, weekly email blasts and eye-catching end caps highlighted the in-store offers and parking lot events.
Ultimately, the Texas Barber Bracket got guys back in the game. The program generated widespread buzz, gaining significant social media impressions and driving substantial growth in men’s product sales and the deodorant category. The overwhelming results led to the program being renewed for a second year.
Bronze Effie: Experiential Shopper Marketing
Bronze REGGIE: Local, Regional or Market-Specific Marketing
My Role: Creative Director