Talking to random target audiences is my thing.

Going bald has its rewards but men have a hard time accepting their hairless faith. As an ally and advocate, Schick Xtreme is there for those high-stake moments. And that’s what we created — a community for bald and bald curious men.

For the first time ever, Schick Xtreme created Bald Important People. A members-only club exclusively for bald guys that unlocks amazing experiences wherever they go because with newfound confidence and a fresh new look comes a new lifestyle.

We created a HUB where consumers are able to visit but TO JOIN THE CLUB we added a special BALD GATE to ensure our consumers were actually bald. Once there, members have access to upcoming events, how-tos, news and products. Members receive an exclusive kit featuring Xtreme products and an individually-numbered membership card. We even got professional wrestler, Cain Velasquez and Hot Ones host, Sean Evans to join the club. And because bald is better, we threw the Baldest Party Ever during Men’s Fashion Week to celebrate all things bald.

Results:

574M+ Total Impressions (Earned/Social)

563M+ Earned Media Impressions
10M+ Social Impressions

1K+ BIP Members in first week & Counting

Team:
ECD: Jesse Suchmann, CD: Eden Lewis, ACD: Diana Casthart