Struggling to stand out against competitors in the market, Wilkinson Sword knew they had to find a way to impactfully reach its target audience of 18-34 males. Looking to launch a new creative that would promote the quality of its products and good value credentials Wilkinson Sword ultimately wanted to re-assert the brand as high-quality and drive awareness & consideration.
Plan
Wanting to maximise reach in an attentive and engaging environment, Wilkinson Sword introduced cinema to the wider media plan for the first time, running the ‘Blade Masters’ 30” copy in-reel as part of their wider campaign that included BVOD, Social, YouTube & Outdoor.
With the release of Deadpool & Wolverine, Wilkinson Sword knew cinema would be an efficient way of reaching the target demo of young men.
Results
The campaign was a success, with the results showing an increased consideration and intent to purchase from those exposed to the cinema campaign.
+34%
Rise in recall amongst exposed vs controll
+17%
increase in consideration vs control, with just under 50% 'Very Likely' to consider
