Grooming Confessions

An omni-channel marketing campaign positioning Bombay Shaving Company (a men's grooming startup) as the perfect gift option for men on Valentine’s day.

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Overview

Leveraging the chemistry between men and their better halves over grooming and prompting the better halves to buy and gift grooming products from Bombay Shaving Company on Valentines Day 2019.

 

Combining this concept with strategy, operations, budget allocation, deployment and real-time monitoring for remarkable results.

My Role

Project Manager, Creative Director

Project Details

Type: Real life project

2 months: Dec 2018- Feb 2019

Client: Bombay Shaving Company

Takeaways

The campaign proved to be a big milestone in the growth of both myself and company; the first thoroughly strategised omni-channel campaign, highest one day sales (+25%), highest campaign sales (+100%); lessons in people & resources management, getting the work done and agile frameworks.

About Bombay Shaving Company

Bombay Shaving Company is a digital-first consumer-goods company which sells premium men's grooming products. The startup was founded in 2015 and is still growing at a rapid pace; valuing $31.4M as on Jan 29, 2021.

 

The company focuses primarily on online business but it also has significant offline retail presence. The company's brand was centred around 'designed to care' which was reflected both in its thoughtfully crafted grooming products and brand communication.

Challenge

Main Challenge​

Positioning Bombay Shaving Company as the perfect gift option for men on Valentine’s Day.

High End Goals

  1. The sales target for the campaign was at +400% from last years valentine’s day campaign and at +150% from last successful campaign.

  2. Maintaining the spend to revenue ratio (STR) at 80%.

  3. A detailed campaign framework which includes all sales & communication channels under one umbrella.

My Role

I was the project manager and creative director tasked with strategising, conceptualising and managing the entire campaign in collaboration with design, copywriting, development, performance marketing and operations. 

Main tasks

  1. Conceptualised the campaign so that it added value and connected to emotions proving to be an attractive gift option.

  2. Collaborated with operations and development determining feasibility.

  3. Budget planning and communication strategy across channels working with performance marketing managers.

  4. Production (photo & video shoots) and creative direction of all required content working with external agencies and internal content team.

  5. Monitoring and making changes as per trends and insights.

Core Team

The core team for the project comprised of chief revenue officer, head of marketing, 2 junior designers, 2 developers, 3 copywriters, 2 performance marketing managers and operations manager.

Getting Started

Lessons From The Past

We at Bombay Shaving Company had lots of insights from a 3 year history of running occasion based marketing campaigns like fathers day, valentines day, diwali and christmas. 

Searching gifts for men

Finding gifts for men is really difficult and we as a mens grooming company fit that market need perfectly.

Customisation & personalisation in gifts

Customisation and personalisation options in product & packaging that resonate with the gifting occasion are the right spices for the curry of gifting.

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Research

With a strong foundation of previous experience, our research was focused on specific topics of personalisation and emotional nature of gifting.

Competitive analysis

We analysed personalisation campaigns done by competitors to figure out the kind of  personalisation which offer best returns on user delight versus ease in execution. After a brainstorming session with the team we settled on using photograph & text message on packaging sleeve as the way to go.

Stakeholder interviews

Discussions with performance marketing managers revealed the curious nature of gifting where 'customer is not consumer'. This revealed the need to focus on women as the primary target audience.

We interviewed potential women customers in trying to understand the psychology around 'women - grooming - gifting - men'. What came out was the presence of a strong grooming chemistry between men and women.

Insights (Business + Customer)

Combining experience of past campaigns, competitive research,  discussions and interviews with users & business stakeholders, the different building blocks of the campaign were figured out to form the core of the campaign. All we needed was the campaign thread which will knit all these into a fine structure.

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Concept

Grooming Confessions

"If you have something to say about the way he grooms, here’s a gift to say it all."

Does he use your expensive face cream to moisturize his arms? Does the smell of his aftershave make you want to misbehave? Is his handlebar more prickle than tickle? Tell him the good, the bad and the ugly truth about his grooming habits with a personalized Valentine’s Day grooming kit.

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Gifting as intent

Grooming products is perfect fit

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Emotion 2.gif

Image, text personalisation on sleeve

Women as the primary customer

Concept

Grooming Confessions

"If you have something to say about the way he grooms, here’s a gift to say it all."

Does he use your expensive face cream to moisturize his arms? Does the smell of his aftershave make you want to misbehave? Is his handlebar more prickle than tickle? Tell him the good, the bad and the ugly truth about his grooming habits with a personalized Valentine’s Day grooming kit.

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Gifting as
intent

Grooming products is perfect fit

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Personalisation adds value to gift

 Personalisation  using image, text on sleeve

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Focusing on right target audience

Women as the primary customer

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Appeal to emotions

Grooming confessions as the story to connect

Communication Strategy

A robust communication strategy answering the what? how? when? of communication was crafted after a detailed audit of the channels and audiences. This was used later in planning photography and video shoots to procure assets required for design.

Channels

The places where user spend time like social media, email clients, google search etc. which were leveraged to communicate about our product and services. 'How' of communication is mostly defined by the channel format and content guidelines.

Target audience

Target audience is a group of people who share commonalities. In marketing the commonality is based on commonality in communication. Target audience defines 'what' of communication

Asset procurement/production

Communication strategy helped in determining the foundation assets needed for design. Photo and video shoots were scheduled based on needs.

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Lets start designing

Sleeve Design

Sleeve design was central to the campaign as it contained the personalisation options which were needed for photo & video shoots. Being first, the basic design elements (colour, lockups, background etc.) plus the personalisation interface were all iterated and finalised during this phase.

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Color, Typography & Components

The primary elements were based on the design of the sleeve. In addition to regular brand colours and fonts, a special Valentines Day font and colour was added. Lockup for 'Happy Valentines Day' was designed and a background rose pattern was included to use whenever needed.

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Video Advertisement

Video was decided as the perfect medium for primary marketing communications: grooming confessions, personalisation and grooming products as perfect gifts. Primary brainstorm was done in-house to decide the structure and communication and later a production agency was hired for scripting, production and editing.

Website User Experience Design

A special landing page was designed to outline the details of grooming confession, personalisation and the listed grooming gift boxes. Once user knew about the campaign and selected a gift box, they were taken to the product detail page which let them enter personalisation details and complete checkout process.

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Social Media

A giveaway was held on the social handles asking people to share their grooming confessions and the winners will be awarded free gift boxes. Creatives with messages of grooming confessions and personalisation were shared to explain the background of campaign and giveaway.

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Performance Marketing

Several marketing communications were crafted focused on grooming confessions, personalisation, grooming products as the best gifts for men, gifts for all kind of men, discount etc. 

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Point Of Sale Design

POS was designed for offline activation across malls and fairs. In addition to selling products, two engagements activities were planned to attract people to the stall and create brand and campaign awareness.

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Color, Typography & Components

The primary elements were based on the design of the sleeve. In addition to regular brand colours and fonts, a special Valentines Day font and colour was added. Lockup for 'Happy Valentines Day' was designed and a background rose pattern was included to use whenever needed.

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Impact

+25%

Highest one day sales

compared to previous best one day sales

+62%

Highest campaign orders

compared to previous best campaign

+50%

Highest campaign Sales

compared to previous best campaign

Learnings

As a project manager, it was a huge opportunity where real money was involved and one decision can lead to a massive gain or loss. Handling the pressure, leading a team, strategy were some learnings from this project.

Micro-management is not sustainable

I learnt in this project the importance of allocating work and not jump into design myself if it is not working. Most of the design work was done by junior designers and my role was around creative briefing in the start, feedback in the middle and final quality-check at the end.

Keep it simple

Understanding user and business needs, creating a plan and execution, that is it. When in the middle of work it is very easy to loose perspective and going too deep in one area, or too attached to a particular decision, design. Time-constraint, resource-constraint, politics, all of these will always be there. Just execute the plan that can be done in that scenario and don't worry too much about results and rest.