P&G Latin America (LA) was planning a relaunch of the Gillette deodorants collection, formulated with new odour-fighting microcapsules designed to keep you protected, no matter how hard you train. P&G turned to Guinness World Records for a campaign that would generate authentic dialogue with the brand’s Latin American audience and create content that people couldn’t resist sharing. The Gillette brand values needed to remain at the core of the initiative while also ensuring the new product features were communicated with credibility.
Guinness World Records designed a record-based campaign which saw seven athletes spread across seven countries in Latin America, go head-to-head in a simultaneous live record attempt for the Most consecutive butterfly pull-ups hanging from a bridge. As a first for P&G, the entire event was broadcast live on YouTube where users were able to flick between cities to watch the action across Mexico, Brazil, Chile, Panama, Peru, Colombia and Argentina. The Gillette team kicked off the advertising campaign a month prior to the event to build awareness and excitement across digital and social platforms as well as POS advertising. Post-event, the record achievements received tremendous PR coverage and the team maximized use of branded digital content from the events, featuring the official Record Holder logo on social and digital channels.
"Gillette deodorants LA turned to Guinness World Records to create a never-seen-before sporting competition, where Gillette could prove that its unique deodorant technology protects against odour during even the most extreme circumstances; including an attempt at a Guinness World Records title! A new record was created for the Most consecutive butterfly pull-ups hanging from a bridge - an idea which proved to be incredibly powerful in connecting with our consumers based on the high organic reach and engagement metrics achieved vs. past Gillette sports campaigns! The event was fully maximized in digital across major social media portals reaching more than 41 million unique users on Facebook and over 23 million on YouTube. The event captured press attention delivering more than 135 million impressions (unpaid) across LA and even captured the attention of major regional sport broadcasters such as FOX SPORTS who provided coverage for all competitions across the seven countries as well as the recognition events."