College: Boston University Class: Principles and Practices in Advertising Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.

1. Harry’s
CM 708 Marketing Campaign Pitch
Alex Watts | Daniel Michel | Karen White | Kate Ushakova | Shakeela Najjar

2. Harry’s: A History
April 2013: Warby Parker Co-
Founder
Jeff Raider and Andy Katz-
Mayfield launch Harry’s
October 2013: Opened a brick
and mortar barber shop in
NYC
January 2014: Purchased a
razor factory in Germany for
$100M

3. Harry’s Business Problem
Harry’s mainly sells razors through online
subscriptions.The brand is struggling to get
first-time customers to accept this new razor
purchasing model.

4. Shaving Industry Overview

5. Shaving Industry Overview
⅗ consumers said they
invested in personal
grooming to feel better
about themselves
18 – 34 year
olds to look
good for the
sake of their
partners
*Beauty & Personal Grooming | Nielsen Consumer Report 2008
Four in five (79%) of the world’s internet consumers
claim to purchase beauty products
Partnership + Social Media =
The strategy to capture
Market Segments
Those who believe in a brand

6. Schick
Razor Shares
Creative Competitive Analysis
2010 - 83%
2011 - 80%
2012 - 79%
14.2%
16.5%
17.9%
2.8%
3.5%
2.7%
Price
Source: Razors MKT research 2012 | 104 responses
Handle
Design
Lubrication
Number of
Blades
1 2 3 4 5
Gillett
e
Bic Ideal
Perceived Razor Features
Opportunity
Source: iconmasonry | Gillette Shares

7. Creative Competitive Analysis
Source: Statista June 2013 , Statista Razor Sales in U.S. 2013

8. Trends Analysis
TREND: More 18-34 years old men care for their look (60%)
IMPLICATION: They can be persuaded to buy a well-crafted
razor
TREND: More 18-34 year old men are paying attention to
socially responsible
IMPLICATION: Harry’s has the unique opportunity to build on
their charitable record and transparent business model
TREND: Online shopping has
been steadily increasing
IMPLICATION: Harry’s online
subscription purchasing
model has a foundation to
build growth projections

9. Creative Competition #1
Description: The ad shows the product, with callouts
describing its various features and the technologies
Brand name: Gillette Fusion Proglide
Headline: Curious Just How Comfortable This Can Be?
Slogan: Turn Shaving Into Gliding
Single Key Benefit of the Ad: Most Comfortable Shave
Advertising Strategy: Youtube Testimonials, Twitter Handle
#proglide, Facebook, Print & Online.
Position: Comfort
Position by Users: Tech savvy comfort-loving

10. Creative Competition #2
Description: Muscular, tattooed man with his shirt off holding
a teacup and plate. Mancing face that is also clean shaven
(aside from a neatly chiseled goatee)
Brand name: Schick Hydro 5 Sensitive
Headline: Sensitive. Just Like You.
Current Slogan: Free Your Skin
Single key benefit of ad: Get a sensitive shave and still feel manly.
Advertising Strategy:Silly posts on Twitter and FB - mix of real time
marketing and poking fun at beard culture
Promotion: X-Men X-Cept the Challenge -
Mail UPC codes of two Schick products and get a t-shirt
Position: Confidence
Position by: Users - Tough alpha-men

11. Creative Competition #3
Description: Blades package with different headlines
suggesting to take care of your face by changing your
blades more frequently
Brand name: Dollar Shave Club
Headline: Sand Down your Deck, Not Your Face
Current Slogan: Shave Time, Shave Money
Single key benefit of ad: Comfort shave at low cost
Advertising Strategy: Facebook, YouTube Channel
and DSC Twitter
Position: Change Your Blade Each Week
Position by: Product, Convenience.

12. Competitive Summary
Gillette: Focus technology and innovation
Schick: Focus on the needs of sensitive skin
Dollar Shave Club: Focus on price and convenience

13. Competitive Summary - Positioning
Which brand stands out/why?
Dollar Shave Club is a comparable company because of their similar
purchasing model.
What implications does this have for Harry’s?
Harry’s needs to separate themselves as a company that cares more about
authentic quality and style, over mass appeal. A Harry’s razor has the
opportunity to make a personal statement about it’s user -- something DSC
can’t accomplish.

14. Harry’s Brand Analysis
Product offerings: Shave Sets, Blades, Cream, and Handles
Harry’s Shave Sets include a handle, 2 blades, shaving cream, and a booklet of shaving tips. Blades, handles, and
shaving creams can be purchased separately.

15. Harry’s Brand Analysis
Price and Place Competitors

16. Harry’s Brand Analysis
Promotion: Social Media: Facebook, Twitter (@Harry’s), and Instagram
Give a Shave Campaign: As part of the campaign, Harry’s executed humanitarian approaches in
efforts to support their mission: “To help people look and feel great.”
Harry’s One Plus One: 1% of sales and at least 1% of personal time is given to organizations that
prepare people for personal and professional success. Partnerships include:
● City Year = corps members dedicate a year of service to under-resourced schools to decrease
the national dropout rate.
● The Mission Continues = a non-profit organization that encourages war veterans to apply their
military skills through fellowships at other non-profits organizations.
○ Harry’s created a limited edition razor; 100% of its sales will go towards The Mission
Continues.
● Harry’s accepts customer suggestions of organization they would like to see featured in Harry’s
next campaign.

17. Creative Brief
Task: Develop network of customers who are active brand
advocates.
Target: Chris and Charlie
Barrier: Lack of brand awareness. Lack of awareness of
the new online subscription razor purchasing model.
Insight: The target values and searches for authenticity.
They are willing to go out of their way to discover genuine
class and quality = vintage.
Idea/Benefit: Using a vintage styled razor, produced by a
straight-forward, classy company
Proof: Transparent manufacturing process in Germany,
story of the brand, designed with the vintage style look and
feel
Response: We want customers to feel that a Harry’s razor
is true to their lifestyle enough for them to take the initiative
to advocate for the brand among their social circles.
Measurement: Social media engagement, website visits,
sales. Ask customers if they heard of Harry’s through
someone else?
Mandatories: Ads must be practical, friendly and showcase
intellectual curiosity. Cannot be obviously trying to push a
product. Must show brand lifestyle as easy-going and
independent-thinking.
Brand Promise: Our idea is built entirely on the brand
promise because the target audience demands authenticity
and transparency.

18. Strategies
Consumer insight: Our target wants the products they purchase
to say something meaningful about themselves
Positioning statement: Authenticity
Advertising objective: Give consumers a reason to believe that
Harry’s is an honest, authentic brand

19. Target Audience
Demographic analysis: Men who used 4+ blade
razors within the past 6 months (MRI data)
44.6% 18-34 years old
70.5% +$40,000 annual
income
43.2% Urban citizens
Lifestyle analysis (secondary research):
● Trendsetting men who are willing to discover new
products - YouTube user reviews.
● Urban, hipster men who would wear Chuck
Taylors and plaid button downs, and drink craft
beer - Instagram follower’s profiles.
● Social media savvy/snobby - Facebook/Twitter
follower’s profiles.
Harry’s Twitter Page
Harry’s Instagram

20. Target Audience: Original Research
Survey Goal: Gain insight into the razor purchasing behavior of
our target audience
Technique: 10 question Survey Monkey completed by 23 men in
our target audience
Key Findings:
● 47% use non-electric razors to shave
● 18% chose their current razor based on customer reviews
● 21% use non-Gillette/Schick razors
● 96% say the popularity is somewhat or not at all important.

21. Target Audience: Original Research - Survey Questions

22. Interviewed owner of men’s
boutique shop SAULT New
England, Philip Saul. He uses
Harry’s and stocks it in his store.
Loves the Harry’s style and the
brand’s unique story. Only uses
and stocks vintage products with
genuine meaning behind them.
Target Audience: Original Research - Consumer Journey

23. Target Audience
Meet Chris
Chris is a 24 year old artist from Greenwich Village. He
recently completed college, with a degree in art history
and illustration. He works at Grassroots Juicery. On the
weekends, he curates various local events with other
local artists and musicians. His most famous artwork is a
mural he calls “Getting the Gist.” Chris doesn’t have a
cable subscription, but uses Netflix to stream his favorite
shows: Mad Man, and House of Cards. He uses Tinder to
meet girls. When he goes out at night with his friends, he
isn’t afraid to always order a different craft beer, in search
of an authentic taste.
Chris wears Chuck Taylors and plaid button downs. He
also likes to get clothing manufactured locally from
vintage shops. His razor is Harry’s with the letters “GG”
engraved on it.

24. Target Audience
Meet Charlie
Charlie is a 31 year old software developer. He lives in
the northern side of Green Point, Brooklyn with his wife,
who is a writer of children’s stories. He loves to take
pictures with his old Polaroid camera, keeping up with his
passion for vintage art.
Both Charlie and his wife eat authentic vegetarian food
and frequently find spots to hike. Most of the furniture they
own was discovered in antique shops or flea markets. At
least twice a year they’ll travel to exotic destinations, as
they’re always on the hunt for genuine experiences. While
travelling to Cambodia last year Charlie took very few
belongings. However, one thing Charlie packed very
carefully was his Harry’s razor...and yes, his trusty
Polaroid camera.

25. Media Recommendation
32% of 35 year old users are male
17% of adults using Instagram live in urban areas
34% are using Twitter
8% of U.S. young adults with interest in self-expression
and incomes above $75,000 use Tumblr
Target audience loves blogging - CoS (Cause of Sound blog)
22.9% Heavy Internet Users
20% of US Young Males access Pandora
22% of Hipsters access Pitchfork.com
Urban Men 18-34 years old who use 4+ Blades Razors
*Universe: 112,618 Source: MRI
Reports | Fall 2012
22.0% Magazine Readers
25% Read Rolling Stone
20.0% Newspaper Readers
22.4% New York Times Sunday

26. 66% of Millennials
feel good about
participating in
community action
programs
83% trust
socially
responsible
companies
74% Pay more
attention to
Company’s
Message because
of its deep cause
commitment
I say,CAUSE-MARKETING...
why? 91% would switch brandsif they see Social Action
Source: Engaging Millenials | Allison House, MTV Insights

27. Shave 4 Shelter Music Arts Fest
Type of Event: Outdoor Music Festival, Fundraising, Charity
Location: Parks and streets in trendy NYC neighborhoods eg. Tompkins Square Park,
with the possibility of expanding to other major US cities
When: Starting with 2-3 events in July/August, possibility adding more dates
Event Details:
● Free Shave / Haircut by a local barber, using Harry’s razor
● Live music from local bands
● Free craft beer from a local brewer
● Digital Screen with a live Twitter Feed showing posts with our hashtag
● For every use of #, Harry will donate a dollar to a local shelter
● Promotional subscriptions available through “Help a Buddy” program
What is the Benefit for Harry’s? The event will position Harry’s as a local brand
concerned with the same social issue as the rest of the community. It will generate the
buzz we are looking for in order to acquire brand advocates within our target audience.

28. Live MUSIC !
twitter
Digital Board
Free Shave/
Hair Cut
Craft Beer
Street Advertising
When? July/August 2014
Where? NYC - Hipster Cluster (Astoria,
Woodside, Brooklyn, etc.)
ibtimes.com
BANDS> The Field / Julia Holter / IceAge / These New Puritans/ The Haxan Cloak
Event- Coasters Design
3.15in x 3.15 in
Networks via Fund-Raising Concert
Creative Execution

30. Print Advertising
Type of Ad: Full Spread Ad
Publication: Rolling Stone
Media Plan: Ad will run two months before the event and less frequently two months
after the event
What is the Benefit for Harry’s? It will be beneficial for Harry’s to lay out their old-
fashioned aesthetics in a print setting that is trendy. With that said, just a fifth of young
urban men read magazines. However, the readership is heavily concentrated in Rolling
Stone (25%). In essence, a very targeted print approach is prudent.

31. Print Advertising

32. Blog Takeover
Type of Advertising: Online
When: Ads will run for 1 month leading up to the day of the event
Media Plan:
● A blog post published by prominent NYC news and events blogs to advertise the
event (Source: Glenwood NYC)
○ Flavorpill
○ Brooklyn Vegan
○ Oh My Rockness
● A landing page takeover
● A banner ad, that goes to the landing page on Harry’s website, where you can find
more information about the mission of the campaign.
What is the Benefit for Harry’s? This will generate more traffic to Harry’s website,
increase subscription sales, and generate visibility among the target audience.

34. Banner Ad
Step 1.
Step 2.
Step 3.

35. References
-Allard, Luke. Paradise Found Razors. 2014. Retrieved from: http://www.selectism.com/2014/04/15/harrys-razors-ss20
-Ricki, Jane. No Shave Trends. 2013. Retrieved from: http://www.campaignbrief.com/2013/11/harrys-declares-december-1st-
n.html
-Awesome Ideas for Social Change. 2013. Retrieved from: http://www.cravegood.com/harrys-a-razor-sharp-model-for-consumer-
philanthropy/
-Harry’s Razor. Give a Shave. 2013. Retrieved from: http://www.harrys.com/give-a-shave-
-Harry’s Razor. Products. 2013. Retrieved from: http://www.harrys.com
-Internet Retailer. Charts & Data. 2014. Retrieved from: http://www.internetretailer.com/trends/consumers/growth-in-number-of-us-
consumers-shopping-online-2/