Objective: •
Help King of Shaves to identify a group of talented
UK sportspeople to join the
Young Blades mentoring scheme. •
Launch the group using ambassador John Terry,
gaining maximum positive exposure
for the brand.
Activity: •
Threepipe initiated a search for applications
to join Young Blades through the
media, driving traffic to www.shave.com/youngblades.
•
After selecting the most promising youngsters,
the final twelve were unveiled
at a media event in a West London gym. •
To create the best possible media image, John
Terry took part in a sparring session
with young boxer, Anthony Ogogu.
Results: •
Outstanding coverage across all national media
with branded imagery and stories
appearing in The Sun, Mirror, Star, Daily Mail,
Express, Metro, BBC
5 Live. •
A total media value in excess of £1.4m and
an overall increase of 40% to the
King of Shaves website.
