Harry’s CM 708 Marketing Campaign Pitch

Alex Watts | Daniel Michel | Karen White | Kate Ushakova | Shakeela Najjar

Harry’s: A HistoryApril 2013: Warby Parker Co-Founder Jeff Raider and Andy Katz-Mayfield launch Harry’s

October 2013: Opened a brick and mortar barber shop in NYC

January 2014: Purchased a razor factory in Germany for $100M

Harry’s Business Problem

Harry’s mainly sells razors through online subscriptions.The brand is struggling to get first-time customers to accept this new razor purchasing model.

Shaving Industry Overview

Shaving Industry Overview

⅗ consumers said they invested in personal grooming to feel better about themselves

18 – 34 year olds to look good for the sake of their partners

*Beauty & Personal Grooming | Nielsen Consumer Report 2008

Four in five (79%) of the world’s internet consumers claim to purchase beauty products

Partnership + Social Media =

The strategy to capture Market Segments

Those who believe in a brand

Schick

Razor Shares

Creative Competitive Analysis

2010 - 83%

2011 - 80%

2012 - 79%

14.2%

16.5%

17.9%

2.8%

3.5%

2.7%

Price

Source: Razors MKT research 2012 | 104 responses

Handle Design

Lubrication

Number of Blades

1 2 3 4 5

Gillette

Bic Ideal

Perceived Razor Features

Opportunity

Source: iconmasonry | Gillette Shares

Creative Competitive Analysis

Source: Statista June 2013 , Statista Razor Sales in U.S. 2013

Trends AnalysisTREND: More 18-34 years old men care for their look (60%)IMPLICATION: They can be persuaded to buy a well-crafted razor

TREND: More 18-34 year old men are paying attention to socially responsibleIMPLICATION: Harry’s has the unique opportunity to build on their charitable record and transparent business model

TREND: Online shopping has been steadily increasingIMPLICATION: Harry’s online subscription purchasing model has a foundation to build growth projections

Creative Competition #1Description: The ad shows the product, with callouts describing its various features and the technologiesBrand name: Gillette Fusion ProglideHeadline: Curious Just How Comfortable This Can Be?Slogan: Turn Shaving Into GlidingSingle Key Benefit of the Ad: Most Comfortable ShaveAdvertising Strategy: Youtube Testimonials, Twitter Handle #proglide, Facebook, Print & Online. Position: ComfortPosition by Users: Tech savvy comfort-loving

Creative Competition #2 Description: Muscular, tattooed man with his shirt off holding a teacup and plate. Mancing face that is also clean shaven (aside from a neatly chiseled goatee)Brand name: Schick Hydro 5 SensitiveHeadline: Sensitive. Just Like You.Current Slogan: Free Your SkinSingle key benefit of ad: Get a sensitive shave and still feel manly. Advertising Strategy:Silly posts on Twitter and FB - mix of real time marketing and poking fun at beard culturePromotion: X-Men X-Cept the Challenge - Mail UPC codes of two Schick products and get a t-shirtPosition: ConfidencePosition by: Users - Tough alpha-men

Creative Competition #3Description: Blades package with different headlines suggesting to take care of your face by changing your blades more frequently Brand name: Dollar Shave ClubHeadline: Sand Down your Deck, Not Your FaceCurrent Slogan: Shave Time, Shave MoneySingle key benefit of ad: Comfort shave at low costAdvertising Strategy: Facebook, YouTube Channel and DSC TwitterPosition: Change Your Blade Each WeekPosition by: Product, Convenience.

Competitive Summary

Gillette: Focus technology and innovationSchick: Focus on the needs of sensitive skinDollar Shave Club: Focus on price and convenience

Competitive Summary - Positioning

Which brand stands out/why? Dollar Shave Club is a comparable company because of their similar purchasing model.

What implications does this have for Harry’s? Harry’s needs to separate themselves as a company that cares more about authentic quality and style, over mass appeal. A Harry’s razor has the opportunity to make a personal statement about it’s user -- something DSC can’t accomplish.

Harry’s Brand AnalysisProduct offerings: Shave Sets, Blades, Cream, and HandlesHarry’s Shave Sets include a handle, 2 blades, shaving cream, and a booklet of shaving tips. Blades, handles, and shaving creams can be purchased separately.

Harry’s Brand AnalysisPrice and Place Competitors

Harry’s Brand Analysis Promotion: Social Media: Facebook, Twitter (@Harry’s), and InstagramGive a Shave Campaign: As part of the campaign, Harry’s executed humanitarian approaches in efforts to support their mission: “To help people look and feel great.”Harry’s One Plus One: 1% of sales and at least 1% of personal time is given to organizations that prepare people for personal and professional success. Partnerships include:

● City Year = corps members dedicate a year of service to under-resourced schools to decrease the national dropout rate.

● The Mission Continues = a non-profit organization that encourages war veterans to apply their military skills through fellowships at other non-profits organizations.

○ Harry’s created a limited edition razor; 100% of its sales will go towards The Mission Continues.

● Harry’s accepts customer suggestions of organization they would like to see featured in Harry’s next campaign.

Creative BriefTask: Develop network of customers who are active brand advocates.

Target: Chris and Charlie

Barrier: Lack of brand awareness. Lack of awareness of the new online subscription razor purchasing model.

Insight: The target values and searches for authenticity. They are willing to go out of their way to discover genuine class and quality = vintage.

Idea/Benefit: Using a vintage styled razor, produced by a straight-forward, classy company

Proof: Transparent manufacturing process in Germany, story of the brand, designed with the vintage style look and feel

Response: We want customers to feel that a Harry’s razor is true to their lifestyle enough for them to take the initiative to advocate for the brand among their social circles.

Measurement: Social media engagement, website visits, sales. Ask customers if they heard of Harry’s through someone else?

Mandatories: Ads must be practical, friendly and showcase intellectual curiosity. Cannot be obviously trying to push a product. Must show brand lifestyle as easy-going and independent-thinking.

Brand Promise: Our idea is built entirely on the brand promise because the target audience demands authenticity and transparency.

Strategies

Consumer insight: Our target wants the products they purchase to say something meaningful about themselves

Positioning statement: Authenticity

Advertising objective: Give consumers a reason to believe that Harry’s is an honest, authentic brand

Target AudienceDemographic analysis: Men who used 4+ blade razors within the past 6 months (MRI data)

44.6% 18-34 years old70.5% +$40,000 annual income43.2% Urban citizens

Lifestyle analysis (secondary research):

● Trendsetting men who are willing to discover new products - YouTube user reviews.

● Urban, hipster men who would wear Chuck Taylors and plaid button downs, and drink craft beer - Instagram follower’s profiles.

● Social media savvy/snobby - Facebook/Twitter follower’s profiles.

Harry’s Twitter Page

Harry’s Instagram

Target Audience: Original Research

Survey Goal: Gain insight into the razor purchasing behavior of our target audience

Technique: 10 question Survey Monkey completed by 23 men in our target audience

Key Findings: ● 47% use non-electric razors to shave● 18% chose their current razor based on customer reviews ● 21% use non-Gillette/Schick razors● 96% say the popularity is somewhat or not at all important.

Target Audience: Original Research - Survey Questions

Interviewed owner of men’s boutique shop SAULT New England, Philip Saul. He uses Harry’s and stocks it in his store. Loves the Harry’s style and the brand’s unique story. Only uses and stocks vintage products with genuine meaning behind them.

Target Audience: Original Research - Consumer Journey

Target AudienceMeet ChrisChris is a 24 year old artist from Greenwich Village. He recently completed college, with a degree in art history and illustration. He works at Grassroots Juicery. On the weekends, he curates various local events with other local artists and musicians. His most famous artwork is a mural he calls “Getting the Gist.” Chris doesn’t have a cable subscription, but uses Netflix to stream his favorite shows: Mad Man, and House of Cards. He uses Tinder to meet girls. When he goes out at night with his friends, he isn’t afraid to always order a different craft beer, in search of an authentic taste. Chris wears Chuck Taylors and plaid button downs. He also likes to get clothing manufactured locally from vintage shops. His razor is Harry’s with the letters “GG” engraved on it.

Target Audience

Meet Charlie Charlie is a 31 year old software developer. He lives in the northern side of Green Point, Brooklyn with his wife, who is a writer of children’s stories. He loves to take pictures with his old Polaroid camera, keeping up with his passion for vintage art. Both Charlie and his wife eat authentic vegetarian food and frequently find spots to hike. Most of the furniture they own was discovered in antique shops or flea markets. At least twice a year they’ll travel to exotic destinations, as they’re always on the hunt for genuine experiences. While travelling to Cambodia last year Charlie took very few belongings. However, one thing Charlie packed very carefully was his Harry’s razor...and yes, his trusty Polaroid camera.

Media Recommendation

32% of 35 year old users are male17% of adults using Instagram live in urban areas

34% are using Twitter8% of U.S. young adults with interest in self-expressionand incomes above $75,000 use Tumblr

Target audience loves blogging - CoS (Cause of Sound blog)

22.9% Heavy Internet Users 20% of US Young Males access Pandora

22% of Hipsters access Pitchfork.com

Urban Men 18-34 years old who use 4+ Blades Razors*Universe: 112,618 Source: MRI Reports | Fall 2012

22.0% Magazine Readers 25% Read Rolling Stone

20.0% Newspaper Readers 22.4% New York Times Sunday

66% of Millennials feel good about participating in community action programs

83% trust socially responsible companies

74% Pay more attention to Company’s Message because of its deep cause commitment

I say,CAUSE-MARKETING...

why? 91% would switch brands if they see Social Action

Source: Engaging Millenials | Allison House, MTV Insights

Shave 4 Shelter Music Arts FestType of Event: Outdoor Music Festival, Fundraising, CharityLocation: Parks and streets in trendy NYC neighborhoods eg. Tompkins Square Park, with the possibility of expanding to other major US citiesWhen: Starting with 2-3 events in July/August, possibility adding more datesEvent Details:

● Free Shave / Haircut by a local barber, using Harry’s razor● Live music from local bands ● Free craft beer from a local brewer● Digital Screen with a live Twitter Feed showing posts with our hashtag● For every use of #, Harry will donate a dollar to a local shelter● Promotional subscriptions available through “Help a Buddy” program

What is the Benefit for Harry’s? The event will position Harry’s as a local brand concerned with the same social issue as the rest of the community. It will generate the buzz we are looking for in order to acquire brand advocates within our target audience.

Live MUSIC !

twitter Digital Board

Free Shave / Hair Cut

Craft Beer

Street Advertising

When? July/August 2014Where? NYC - Hipster Cluster (Astoria, Woodside, Brooklyn, etc.)ibtimes.com

BANDS> The Field / Julia Holter / IceAge / These New Puritans/ The Haxan Cloak

Event- Coasters Design

3.15in x 3.15 in

Networks via Fund-Raising ConcertCreative Execution

Print Advertising

Type of Ad: Full Spread Ad Publication: Rolling StoneMedia Plan: Ad will run two months before the event and less frequently two months after the event

What is the Benefit for Harry’s? It will be beneficial for Harry’s to lay out their old-fashioned aesthetics in a print setting that is trendy. With that said, just a fifth of young urban men read magazines. However, the readership is heavily concentrated in Rolling Stone (25%). In essence, a very targeted print approach is prudent.

Print Advertising

Blog TakeoverType of Advertising: Online

When: Ads will run for 1 month leading up to the day of the eventMedia Plan:

● A blog post published by prominent NYC news and events blogs to advertise the event (Source: Glenwood NYC)

○ Flavorpill

○ Brooklyn Vegan

○ Oh My Rockness

● A landing page takeover

● A banner ad, that goes to the landing page on Harry’s website, where you can find more information about the mission of the campaign.

What is the Benefit for Harry’s? This will generate more traffic to Harry’s website, increase subscription sales, and generate visibility among the target audience.

Banner AdStep 1.

Step 2.

Step 3.

References

-Allard, Luke. Paradise Found Razors. 2014. Retrieved from: http://www.selectism.com/2014/04/15/harrys-razors-ss20-Ricki, Jane. No Shave Trends. 2013. Retrieved from: http://www.campaignbrief.com/2013/11/harrys-declares-december-1st-n.html-Awesome Ideas for Social Change. 2013. Retrieved from: http://www.cravegood.com/harrys-a-razor-sharp-model-for-consumer-philanthropy/-Harry’s Razor. Give a Shave. 2013. Retrieved from: http://www.harrys.com/give-a-shave--Harry’s Razor. Products. 2013. Retrieved from: http://www.harrys.com-Internet Retailer. Charts & Data. 2014. Retrieved from: http://www.internetretailer.com/trends/consumers/growth-in-number-of-us-consumers-shopping-online-2/