Best Viral Campaign← Go back to category
BuzzFeed Schick Xtreme 3 Razorbombing
Team members: Jon Steinberg - President, BuzzFeed, Andrew Foote - Senior Vice President, Edelman Digital, Suma Nagaraj - Brand Manager, Schick, Tanner Ringerud - Director of Creative Services, Schick
About this entry
BuzzFeed partnered up with Schick and Edelman Digital to create a break-through social campaign that not only became a viral sensation, but put a culturally relevant spin on Schick razors. Taking inspiration from BuzzFeed's own "horsemanning" a viral phenomenon that was an off-shoot of "planking," BuzzFeed decided to create a "new NEW Planking" with Razorboming. BuzzFeed introduced the "Shave the World" contest where users were invited and encouraged to submit their most creative photos that featured all the different ways that a Schick razor could be used to shave anything or everything. The contest featured 14 custom original posts of users' best photos, as well as an opportunity to win $10,000 for the most original photo.
The case for why this entry should win a Shorty
It's not often that a social media campaign goes viral and has the sustaining power to influence culture with a new global trend. And, yet that's exactly what this campaign achieved with a new NEW planking trend. The 14 custom original posts sparked and sustained user interests who were eager to submit and share their favorite "Razorbombing" shots. The "Shave the World" contest further propelled and motivated users to submit their entry and as a result, there was a signifiant amount of sharing across major social media platforms including 20 million impressions, nearly 140,000 views to Schick content and an average CTR of 1.2% (10x the industry average). "Razorbombing," took on a life of its own, thriving on and off the web, much like the success of "horsemanning" and was featured in national media outlets around the world, such as NBC, Mashable, MediaPost, The Sun, and more. Most importantly, the campaign fulfilled what the brand set out to do, which was to present the brand in a fun and unique way that made it possible for users to embrace Schick as a fan favorite.