Silk’n is trimming its direct response television (DRTV) advertising and spending more on a new combined out-of-home and digital campaign to help grow sales.
The new campaign, developed with Toronto-based Agency 59, encourages consumers to ditch their razors and use the Silk’n at-home permanent hair-removal products instead.
The creative includes signs with words such as “SOS,” “Uncle” and “Passe,” spelled out using different colours of disposable razors, and asks consumers to “Take the Silk’n, not shaven challenge.”
As part of the challenge, the brand says consumers can try their product for 10 weeks and if they don’t find it better than shaving, they’ll give them their money back and enough razors for a year.
Agency 59 has been working with Silk’n for about a year, starting off with some testimonial videos and its ongoing DRTV campaign, which has been running on specialty cable channels in Canada for about five years.
The new campaign is Agency 59’s first major piece of creative for the company.
“They wanted to build awareness of the brand in Canada,” Agency 59 president David Foy says of Silk’n, which is part of Isreal-based Home Skinovations. Its North American office is based in Richmond Hill, Ont.
Foy says TV viewership is changing, and his team helped to convince Silk’n to look at alternative advertising mediums for its next campaign.
“We recommended building the brand name, Silk’n, through an awareness campaign,” says Foy. “For the budget they had, we looked at out of home and digital as two of the best ways to do that.”
The out-of-home advertising will be in transit shelters and other venues around drug stores where Silk’n products are sold.
The digital campaign will run across social channels such as Facebook and Instagram, as well as on the Google display network and through blogger content.
Foy says the agency partnered with two vendors for the digital campaign; Ideon Media and eyeDemand. The campaign targets women 18 to 55 and audiences in areas such as travel, fitness, young professionals and new mothers, to name a few.
Foy says the brand will still run some DRTV advertising.
