Re-engage the 18 - 45 male audience and reposition Wilkinson Sword as an essential part of modern grooming. This meant reframing Shave Preps from a functional product into a confidence-led essential, rooted in real-life behaviours. Crucially, the campaign needed to deliver this through relatable storytelling that built cultural relevance while driving measurable commercial impact across paid channels.

We built a performance-driven content ecosystem around a simple behavioural insight: grooming isn’t the moment, it’s the preparation for the moment. By embedding Wilkinson Sword into the lead-up to the occasions men genuinely care about -  BBQs, holidays, festivals, nights out - we repositioned grooming from a routine task into part of the ritual of showing up at your best.

At the centre of the campaign was Temps, whose lifestyle and personality grounded the work in authentic, relatable summer scenarios. Content was structured as a full-funnel system - hero films, cutdowns and product-led assets designed to balance cultural storytelling with measurable conversion.

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The campaign successfully repositioned Wilkinson Sword within a more culturally relevant, confidence-led grooming space. This was driven by strong commercial performance, delivering 5.18M impressions and 3.5M video views at an efficient £1.88 CPM, alongside 17.8K clicks (189% above target).

Crucially, this translated into real business impact, with Amazon revenue increasing by 69% and orders by 66% during the campaign period. The addition of PR delivered a further 4.47M impressions.

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