Twitter.

The Twitter account will mirror the posts of the Facebook account, using similar promotional/candid imagery, links to websites/social media and text to build hype and excitement for the launch and product. Gillette will post three times a day for six weeks exposing consumers to the product, webpages, advertisement, images and hashtags. Each ‘tweet’ will contain the hashtag ‘#LostMasculinity’, encouraging users tell story’s of the apprehended razors in 140 characters or less; as seen within the Facebook competition. Using the hashtag and encouraging users to ‘retweet’ or ‘favorite’ gives the campaign the potential to be featured on the trending ‘widget’, therefore being promoted to a wider audience in comparison to only Gillette’s followers. The initial launch ‘tweet’ will be ‘promoted’ to directly target Gillette’s demographics timeline, widening the reach of the ‘Tweet’ with minimal cost. This ‘Tweet’ will encourage users to enter the competition, ‘retweet’ and ‘favorite’ as well as promote the exploration of the Gillette Pro-Safety website page. 

Each of these widgets have been edited to contain relevant information and imagery.

The cover image is simplistic due to the layout of the profile banner.

Consistent profile picture. 

Posts mirror the Facebook account.

Final Outcome: 

Facebook.

The page will announce the upcoming launch of the product one-week prior. This launch post will consist of a promotional image similar in design to the billboard artwork along with a caption and link to the Gillette website encouraging users to further explore the product prior to launch. This post aims to build hype and excitement among the followers and awareness of the product.

For the duration of the campaign, Gillette will post a range of textual statuses, ‘candid’ promotional imagery, advertisements and videos three times a day. These posts will direct the consumer to the Gillette website, as well as to the Boots website when the product is available to purchase. Referring to the Gillette website prior to launch gives the consumer the option to learn more about the product before it is available and browse the other Gillette products. The user will often be directed to the other social media site accounts Twitter and most importantly to the YouTube account where the T.V. advertisement will be uploaded. Gillette will encourage users to share the advertisement with family and friends that can relate to the problem of a stolen razor. 

In addition to the above post Gillette will also have a post dedicated to the social media competition. This post will also promote consumer interactivity, encouraging users to share stories of apprehended razors by using the ‘#LostMasculinity’ hashtag, the best or funniest being awarded a new Gillette Razor and Pro- Safety case. The winner will be selected by counting the amount of ‘likes’ on the comment, this encourages users to share the post asking family and friends to ‘like’ the comment; potentially leading onto additional entries and awareness of the product. This post will be a ‘paid promotion’ post targeted at the consumer demographic and will also be ‘starred’ at the top of the timeline.

The regular Gillette banner will be replaced with the Gillette Pro- Safety case promotional banner, informing the consumer of the product launch and how to purchase. This banner will feature a layout similar to that of the billboard as well as encouraging the consumer to use the ‘hashtag’ ‘#LostMasculinity’ and enter the competition. The Gillette profile picture will also be replaced by the Gillette logo with an orange background in comparison to the navy background.

Development:

I used a GUI template to aid the development of the Gillette Facebook page. 

The cover photo is consistent with the rest of the campaign- focusing on promoting the product and the hashtag relevant to the campaign.

I began to change the imagery and infomation within the GUI- relating it all back to the website and YouTube.

This is the competition post- announcing and encouraging users to enter the competition and share personal experiences. 

These posts build hype for the product and competition as well as announcing product. 

iOS7 Game Application.

Approximately 33% of all smartphone users play mobile games for 30 minutes on a daily basis according to iAquire. Mobile gaming applications have the potential to turn viral, due to them being shared across social media sites, encouraging friends and family to play and aid the primary users game play; ever increasing the popularity and profitability.

Alongside the launch of the Gillette Pro Safety case and iOS7 app, Gillette will launch a free iOS7 game available on all Apple iPad, iPhone and iPod devices. The iOS7 game will be in theme with the Gillette TV advertisement basing the characters on the celebrity endorsement as well the location; similar in layout to the popular mobile and tablet game ‘Temple Run’, the player will guide the male character in pursuit of the apprehended razor. Based on a ‘rolling’ background of the city the player will come into contact with many diversions and problems during the pursuit that will stall the character. The problems the character will face include dodging a Grandmother’s shopping trolley, wheelie bin and a charity worker, ducking under scaffolding and road sign as well as jumping over fences and removal men with sofas. The character can also collect ‘Gillette Coins’ to boost the player’s final score as well as collecting Gillette products (shaving foam, shower gel and deodorant) and coffee to use as ‘power ups’. The aim of the game is to catch the runaway girlfriend and apprehended razor before the main character completely runs out of energy. Players can unlock achievements earning discount codes and promotional vouchers that can be used within the Boots website on Gillette products. Each time the player wins a level an advertisement for the Gillette Pro-Safety case will pop up to remind users the can prevent the scenario of an apprehended razor from happening in ‘real life’. The player will also be given the option to ‘share’ scores and achievements to social media sites Facebook and Twitter, encouraging other consumers to download the game as well. The game will be launched during the week beginning the 15^th of January during the product launch and will remain available for free download from the app store. The game will be available indefinitely due to its versatility of promoting any other Gillette products within campaigns through the use of the pop up advertisement screen, which is completely interchangeable.

Development:

Game Board- setting the theme and standard for the game development:

This is the start page for the iOS7 Game application.

I have used the same background as used throughout the campaign.

The Gillette Razor Illustration is the one that was created for the consumer profile boards. 

This application also informs the player that the product is exclusively available from Boots.

The background used is that of the Boots store- originally illustrated for the outdoor P.O.S

To create the characters I firstly cut around the images- then added a cartoon style effect to make it look animated. The female character is also holding the Gillette Razor Illustration. 

The won page is a similar layout to that of the start page. 

It also informs the player that the game can provide incentives. 

Packaging.

The packaging must be eye catching and draw the consumer in- It needs to demand attention as well as look sleek and professional.

The packaging will remain consistent, reflecting the current Gillette Fusion Pro- Glide range and advertising style. Due to the premium price point the product will come packaged in a sturdy laminate orange box with separators for the Gillette Pro- Safety case, batteries, brochure and other relevant paper based information. The box will come with a metallic branded sleeve, spot varnished and raised in areas to give the impression of water drops; featuring the Gillette Pro- Safety case logo, the case, tag line, social media links, brief description, website and statistic. To ensure safety in transit the product will be wrapped in bubble wrap and the box will be coated in cellophane plastic to prevent damage to the box. This bright and aesthetically pleasing themed box will draw the consumer towards it for further inspection and ensure brand recognition alongside the Gillette range.

For the packaging I have used a template- found online. The packaging will reflect the theme and contain:

• Logo.
• Gillette Logo.
• Statistic.
• Product.
• App.
• Statistic.
• Website.
• Slogan.
• Description.
• Contents.
• Features.
• Barcode.
• Razor Image. 

Development:

I started with a gradient background- as the box will be sleek and shiny.

I then began to add and arrange the Gillette products.

I then added the Gillette logo to the top of the box- this is larger than everything else- creating hierarchy and consumer product recognition.

I also added the statistic to further persuade the consumer that they NEED to purchase this product.

I then added the additional information- consistent with all other promotions. 

Side View.

Adding relevant information.

Contents/description.

Barcode.

I decided to add the Gillette Fusion power razor as it looked very plain and the one in the packaging wouldn't fit adequately.

Final design: