HARRY'S RAZORS
It's time for newcomer, Harry's to make a splash. How do we build on Harry's strong CRM and design foundation and bring them powerfully into the world?
BACKGROUND
Subscription-based shave club, Harry’s was founded in 2013 when two friends bought a one hundred year old razor factory in Germany. Harry’s has a strong CRM model and mission. The company isn’t just about shaving, but about “getting men ready.”
RESEARCH
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Nielsen data on media usage habits
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Media articles
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NPR podcasts
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Read male fashion and style blogs
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Competitive analysis
AUDIENCE
“Post-grad bachelor” Twenty-something millennial man. This man avoids getting married primarily because of massive student debt. He is also working at a job that he is overqualified for and isn't sure how to move forward. He enjoys niche culture and is a heavy mobile user.
FINDINGS
Millennial men have very different views about masculinity, education and professional conduct than their father’s generation. They also don’t follow the traditional path (college, job, marriage, children) because they are graduating with massive amounts of student debt. Because of this, they tend to be a bit adrift in life and don’t know how to get from one life stage to the next. They are heavy mobile users, receptive to online content and listen to music and podcasts 12 hours more weekly than any other demographic.
INSIGHT
Millennial men tend to not have a clear vision for how they will get from one stage of life to another because there is no longer a clear path to follow.
POSITIONING
Since Harry’s is a challenger brand, we had to position them in the shave club category. Between “fratty” Dollar Shave Club and "clean, sophisticated” Gillette, we want to make Harry’s a respected but approachable gentlemanly companion that millennial men can look up to.
CREATIVE STRATEGY
“Welcome to Gentlemanhood”
DIGITAL VIDEO SPOTS
Spots show men little steps they can take to move forward in life from how to dress to what to ask in a job interview.
PODCAST
Showcases stories from men and their blunders on the road to success to show that it’s alright to have a rocky path.
SOCIAL MEDIA
Posts about how to groom facial hair properly.
RATIONALE
Harry’s is not just selling razors, but helping get these men ready for their next step in life at a time when they may be feeling a little lost.
 Harrys Social |
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 Harrys Podcast |
TEAM Kelsey Damon (AP), Michelle Kawas (AD), Shuaa Al-Harbi (AD), Humberto Belli (CW)