CLIENT /

BRAUN - Men’s Razors

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Joyride, The LAD Bible Creative Agency

 Advertising, Social Media Campaign, Branded Content

The Biggest Branded Video of June 2017

Braun tasked Joyride, the in-house creative agency, with putting the brand front of mind on Father’s Day in a way that felt relatable to the LADbible audience.

To address the challenge, we created a UGC-style video capturing the moment a little girl saw her dad without a beard for the first time, taking a format we know our audience love and tying it into an emotion that was shared by many in our community.

The video was viewed over 8.3 million times, making it the 5th most-watched video in the world on the day it was released as well as racking up more views than every Braun video ever on Facebook combined.

According to Tubular Labs, this video was the biggest branded video in the world in June 2017.

THE CHALLENGE

To bring Gen Z audience into awareness of the new product and amplify the Close Shave platform.   

THE IDEA

Through a content strategy that inspires, educates and engages our Gen Z audiences, we created a series from the fringes to the most forward fashion and got up close and personal the best of the bearding world.  

OUR AUDIENCE / The Groomed LAD

His fade is freshly trimmed and he’s clearly used some product to keep it nicely slicked back, and his beard, while it could use a trim, looks like it’s been combed through with some consideration. On top of that, his eyebrows are under control and his skin looks clean and fresh. All in all, it’s A- grooming look. Combined with his C+ outfit that brings his average up to a solid B. And there’s nothing wrong with a B.

That’s our LAD. He’s a bit of an underdog, loves a laugh and is just trying to shave his way through the physical and digital manscapes, and averagely aware he might needs some help. He’s not going to ask for assistance, rather knot get all tied up in this thread, so we’ll create funny videos that capture those ‘I was totally there moments’, and teach him a thing or two about shaving before he starts to bristle.

We know how to capture his attention. He’s functional AF so we’ll deliver in reportage style, and keep him captivated because he relates to the LAD humour and tone of voice. He wants to be amused and surprised so we give him 'ALL DAY' mesmerising durational videos around Close Shaves - visual catharsis... videos that capture a beautiful, odd or destructive process unfold; in all its glory.

THE IMPACT –

1.6M Views in the first broadcast

4.1K Likes

4910 Shares

2.8K Comments