Driving incremental growth by taking GilletteLabs into gaming.

To accelerate growth for GilletteLabs on Amazon, we partnered with global gaming brand Razer to launch a limited-edition razor designed to introduce the brand to a new, highly engaged consumer audience.

I supported the launch through an integrated ecommerce and digital strategy spanning Amazon, paid social, creator content and key retail moments. Working with Saatchi & Saatchi, I helped optimise Amazon Media campaigns and creative to improve efficiency and conversion, alongside developing exclusive gifting packs to maximise demand around Prime Day.

To extend the collaboration beyond Amazon, I worked with Hill & Knowlton to brief three UGC creators, developing content across different stages of the funnel. The resulting assets were activated through paid social to build awareness of the collaboration, communicate the product proposition and ultimately drive conversion.

Alongside the Razer launch, I developed activations around Prime Day and Black Friday, using major ecommerce moments to drive incremental sales and accelerate GilletteLabs' performance on Amazon.