Schick Shave Guard is a range of shaving foams and gels that combats skin irritation.
We had previously launched the range with the "Stop the Irrito" Facebook game.
Our next challenge was to drive further engagement and raise awareness of the Shave Guard range among Schick's young male target audience.
Irrito was first introduced as a personification of shaving irritation in a Facebook game. Now synonymous with the Shave Guard range, we wanted to continue telling Irrito's story to build greater brand and product presence—but this time, through videos.
To follow up the Facebook game, we knew the next step was to fully flesh out Irrito's personality. The best medium to do this was through a series of videos. So we took Irrito out into the real world and turned it into a live-action character.
One factor we had to consider was that the videos needed to cater to non-English speaking markets too.
So we decided the videos would have no dialogue and be based in common settings to prevent anything from getting lost in translation.
The videos centred on three scenarios - The Gym, The Dinner, and The Elevator. Each video shows Irrito annoying men in their daily activities, but always ends with it beaten by Schick Shave Guard. They were available for viewing on the Shave Guard microsite, as well as on Schick's Facebook and YouTube pages.
In addition, within two weeks of launch, Schick’s Facebook pages received more than 1200 Likes and the microsite saw over 6000 unique visitors.