Bringing together supreme convenience of a grooming routine and the colloquial theme of swag, the #10SecSwag was the ultimate solution for audiences to engage and connect with the brand’s quirky identity.
Despite a growing interest in male grooming, the use of facial wipes has not quite caught on in Singapore.
Our challenge was to hence establish the benefits of GATSBY’s facial wipes in popular consciousness and make it a staple of every man’s daily personal care routine.
#10SecSwag was designed to convey the idea of supreme convenience via a grooming routine that can be completed in 10 seconds.
Colloquial yet punchy, the theme of swag was conceived as a means to connect with the younger audience whilst staying true to the brand’s quirky identity.
In order to overcome a general apathy towards facial wipes, we got Singapore’s men to collect free samples of GATSBY’s facial wipes and try the product for themselves.
This was achieved through a combination of brand-led social media outreach and influencer marketing efforts targeted at two distinct audiences: younger male PMEBs and students.
By leveraging on a large pool of macro and micro-influencers across three settings – daily life, working out and working-from-home – we were able to reach these demographics with highly differentiated messages designed to optimise engagement efforts.
Reflecting the irreverent, tongue-in-cheek nature of the campaign, all design elements were united by the use of vibrant, energetic colours. Additionally, visual elements featured younger men wherever possible, in order to increase relatability with the target demographic and round off the campaign's casual, highly accessible tone.
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