Schick Exec Says Influencers Catapult Mobile Video Effectiveness
Co-presenting with Beeby Clark+Meyler Principal-Executive Creative Director Tom Beeby at the 2015 Mobile Marketing Association Forum in New York, Energizer Personal Care’s Charlie King affirmed that tapping social media influencers on YouTube catapults the effectiveness and reach of mobile video advertising, provided that the influencers are allowed creativity to expand on the brand’s message. During the “How Schick Intuition Captivated Women With Mobile Video” session, Beeby and King, group marketing director of women’s shaving systems at EPC, discussed details of the brand’s YouTube campaigns for its women’s Schick Intuition razor, highlighting the importance of choosing influencers who are in line with the target audience.
“We knew we wanted to launch this in 2014, and we knew digital had to be a very hardworking engine for us, particularly as we wanted to connect with millennial working women,” said King. “We wanted to do something fun and engaging and consistent with Intuition brand equity.”
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