Gillette
The Best a Man Can Get Meets the Best Influencer Marketing a Brand Can Get
7.2
M
Views
8.4
%
Engagement
271
K
Comments
2.6
x
Higher Interaction
7.2
M
Views
8.4
%
Engagement
271
K
Comments
2.6
x
Higher Interaction
7.2
M
Views
8.4
%
Engagement
271
K
Comments
2.6
x
Higher Interaction
CAMPAIGN OVERVIEW
Gillette, one of Procter & Gambleโs flagship brands, wanted to do something unprecedented in Egypt: make Fatherโs Day matter. While Motherโs Day is widely celebrated, Fatherโs Day remains virtually unknown.
Gillette tasked Rekoya with not only raising awareness of the occasion but doing so in a way that was heartfelt, culturally relevant, and seamlessly aligned with the brandโs values.
- Educate the public about Fatherโs Day and its significance
- Create emotional connection without overt product messaging
- Integrate Gillette naturally into heartfelt narratives
Our Strategy
To create maximum impact, Rekoya went beyond typical influencer partnerships. We carefully selected iconic Egyptian figures who embodied success, authenticity, and emotional depth โ individuals whose stories about their fathers would resonate deeply with audiences.
Ramy Ashour
Former World #1 Squash Champion turned Singer
Hisham Ashour
Former World #10 Squash Champion turned Actor
Mohamed Moula
Renowned Stand-up Comedian, Actor, and Dentist
Eyad El Mogy (โMogzzโ)
Comedic creator and artist loved for his positivity
Karim Kabbany
Distinguished Educational Advisor and Consultant
Creative Highlights
We split the campaign into two emotionally distinct yet complementary content streams:
1. Heartfelt Tributes โ Influencers shared raw, personal stories about their fathers, reflecting on life lessons and the role their dads played in their success. Gillette was subtly present, often only as a โpaid partnershipโ tag, ensuring the message felt authentic and heartfelt rather than overtly branded.
2. The Shave Reveal โ In a surprising twist, some influencers shaved their signature beards on camera using Gillette Fusion5. These lighthearted, humorous reels delighted fans and provided a strong product moment without feeling forced.
Results
The campaign was a breakthrough success โ achieving what many thought impossible: making Fatherโs Day relevant in Egypt.
- 7.2M+ views across all influencer reels
- 8.4% average engagement rate (well above industry benchmarks)
- 721k comments praising the emotional storytelling and bold shaving reveals
- 2.6x higher audience interaction compared to creatorsโ usual content
Sample Comments
- โThis is the first time Iโve seen Fatherโs Day celebrated like this โ amazing!โ
- โDidnโt expect to cry at a shaving ad. Brilliant.โ
