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CaminoExito5Schick is putting the finishing touches on the first-ever Hispanic campaign for its Xtreme3 disposable razor brand. Called “Camino Al Éxito”, (Journey to Success), the national campaign offered one boxer and one dancer the chance to make their dreams a reality, via an integrated digital and TV campaign.

“We pride ourselves on questioning conventional wisdom and constantly searching for new insights and perspectives. We see this approach as one of our key differentiators, and it drives our imperative to always seek out ways to connect with our consumers with authentic, research-based initiatives,” said Awilda Mendez, assistant brand manager for Schick Xtreme3 at Energizer Personal Care. “As our first foray into Hispanic-targeted marketing, we’re excited to see the results that come out of this program.”

Three boxers (Ramiro Angel Huerta, Jay Rodriguez and Wesley Ferrer) and three dancers (Isis Avalos, Gabriela Soto and Kathy Reyes) had a chance to tell their stories and compete for a boost on their quests to achieve lifelong goals with mentoring help and cash prizes help from Schick Xtreme3. The campaign started in early August and voting ended last week. Each individual’s “Camino al Éxito” were unveiled through a series of videos showcasing their personal stories and talents. Consumers viewed the videos and voted for their favorite boxer and dancer online  or on the Schick Xtreme3 Facebook page. Schick Xtreme3 ran Hispanic cable TV network to help reach their wide young and hip Hispanic audience. The commercials will run in both English and Spanish speaking directly to bilingual Hispanic millennials across the nation while amplifying the program and raising awareness of each athlete’s story.

The campaigns subject and goals were firmly based in consumer research. According to Mendez, Hispanic men over-index on grooming. They constantly navigate between being 100 percent Latino and 100 percent American, embracing two distinct cultures and and a broad perspective on what success looks like.

“As a result, we wanted to develop a campaign that would highlight Hispanic success stories – inspiring fans to engage with rising stars and fueling optimism around a younger generation of Hispanics as they pursue their own journey to success,” says Mendez. “Sports and entertainment are two leading passion points among Hispanics. As we built this program, we saw that dancing not only serves as a form of enjoyment, but also as an opportunity to create a cultural connection. Similarly, boxing is one of the most popular sports within the Hispanic community, both in spectating and actually participating.”

Research has also proven that Hispanics are extremely social. In 2015, there will be 42.1 million Hispanics online, representing 73 percent of total Hispanic population. They will spend more of their time on the Internet on social network sites than the total U.S. market.

“What’s really interesting is that this is one of the few markets that have taken this offline social behavior (group gatherings, sharing tips and advice about brands) online,” says Mendez. “We understand that in order to effectively engage with this audience, we need to make authentic connections that will ultimately not only lead to sales, but brand affinity and loyalty.”

Schick is looking at qualitative and quantitative success measurements, including the number of PR impressions secured, number of followers gained, visitors to the website, votes, and engagement levels on social media. From a retail perspective, a limited amount of specialty packs were targeted at Hispanics available at select retailers and the brand will monitor their sales as well.

 

 

 

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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