Beards trend globally. Men stop shaving. Which is obviously a problem when you sell razors. Our solution… stage Hipsterventions, and get friends to shame friends into becoming themselves again. First, we recruited an army of over 200,000 followers through unbranded outdoor and a dedicated Facebook meme page. Then we pointed them towards a website where friends could learn the signs and symptoms to help diagnose a Hipster. Finally, we released a mini-mockumentary to reveal that BIC was behind the campaign and offered 2000 free Hipstervention kits to help ‘shave a friend.’

Results

• Over 3.2 Million people reached during the campaign
• 1.6 Million reached virally 1 year post-campaign
• All Hipstervention Kits claimed in the first 3 days
• BIC achieved their highest sales month on record

Media

AdAge: Save your friends from beardy fashion with BIC’s new Hipstervention…
TrendHunter: Hipstervention campaign addresses unacceptable hipster-isms
Inc.com: 7 hilarious examples of anti-hipster marketing
Pedestrian: Beard or pubes game is exactly what is sounds like