MELBOURNE – We have been losing a lot of our friends to ‘hipsterism’, what with everyone growing hipster beard. So, to save them, BIC Australia and McCann Melbourne launched a movement to ‘hipstervene’ our lost loved ones, it’s called ‘The Hipstervention’.
The campaign was first launched on Facebook and an unbranded website, which amassed a community of over 20,000 followers over the course of a month, driven by engaging social content.
“I used to worry for Hipsters, now I feel sorry for them. Ironic beards have taken the face from a generation. BIC is saving a generation one shave at a time,” commented Pat Baron, McCann Melbourne, ECD.
Targetting 18-34 year old males, the campaign is asking them to hold a ‘Hipstervention’ for a friend they have lost to hipsterism. 2,000 free ‘Hipstervention’ kits are available from thehipstervention.com website, along with ways to identify the ‘Signs and Symptoms’ of ‘hipsterism’ as well as the ‘global effects’ ‘hipsterism’ has had.
“This campaign marks a fresh approach for BIC, as we contemporise our brand in Australia. The Hipstervention enables us to do so in a tongue and check fashion, which we hope will resonate well with our target,” said Hermann Jaaniorg, Shavers BIC Oceania, Brand Manager.
‘The Hipstervention’ has been active on social media for over a month with the Facebook and Instagram accounts garnering over 20,000 followers and promotional activity in the last month has reached over 2.5 million people, including 55% of the total target audience in Australia.
Part of a broader brand re-appraisal strategy to support the strong retail performance of BIC Flex 3 and make the BIC brand relevant for the Australian target market, ‘The Hipstervention’ social campaign is supported by print, street posters, POS, OOH and direct mail.
