Personal care brand, Gillette, is tapping on the gaming community with its latest global campaign, “Hit Reset with Gillette”. The campaign aims to encourage the gaming community to hit reset after a night of gaming, coming back as better players and looking sharp for the day with a fresh shave.
Drawing on the term “reset”, which is commonly used in gaming and that also fits into grooming, Gillette seeks to help consumers look and feel their best through the campaign.
As part of the official launch of the campaign, Gillette will also partner with global gaming event, The Esports Awards, to feature pre-show content such as “Reset with Gillette", GilletteLabs product integrations, and sharing sessions by Gillette Gaming Alliance members.
New and returning members of the Alliance include the United Kingdom’s AJ3, France’s Idreau, and Mexico’s Elded, who would be talking about their personal “reset routines” with Gillette. Additionally, it will include a call to action for their audiences worldwide to do the same. The Alliance would also provide the community with tips and educational content around grooming routines and resetting rituals.
By leveraging its Gillette Gaming Alliance, the campaign will involve custom-branded content and branded streams for specific regions on Twitch, YouTube, and social media platforms. The Alliance will also introduce active participation with a global community, a change from more passive viewership in its previous all-star streaming roster.
Regions across the world will have team members representing their country, culture, and language to create content around location-specific marketing and product programmes.
The campaign will also leverage user-generated content (UGC) by getting gamers and fans involved on social media and activations at gaming events.
“Gillette supports gamers and creators to reset for the day using their grooming routine to look and play their best,” said Daniel Ordonez, global brand franchise leader for Gillette.
This campaign follows the brand’s previous collaborations with gaming lifestyle brand, Razer, which saw a GilletteLabs Razer Limited Edition product emerging from the partnership. It featured a shaving set emblazoned with Razer’s signature triple-headed snake design codes and motifs.
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