In a sea of men鈥檚 grooming sameness, Schick Xtreme needed to stand for more than just price and promotion, so we looked to lend Schick鈥檚 shaving expertise to a good cause. We discovered the St. Baldrick鈥檚 Foundation, an organization that hosts head-shaving events to raise money for childhood cancer treatment and research, but with Covid-19 canceling all of St. Baldrick鈥檚 in-person events indefinitely, critical fundraising came to a halt. Schick Xtreme, a brand known for its razor innovations, saw a unique opportunity to help St. Baldrick鈥檚 reimagine their head-shaving events and keep the donations flowing.
STRATEGY & EXECUTION
Since in-person events weren鈥檛 possible, we looked into ways our millennial target donates digitally. We found that over 60 percent of Americans 18-29 play video games often, and on average donate $29 a month on Twitch to support the causes they care about. This made us wonder, how can we bring head-shaving to the Twitch community in an authentic and engaging way?
Our idea was simple: create a video game of our own. Introducing Shave The Day, a one-of-kind mobile game where Schick turns players鈥 points into real donations to St. Baldrick鈥檚 to help fight childhood cancer.
In the game, players race to shave the heads of avatars in the game using a razor hoverboard. The more heads players successfully shave, the more 鈥渂ald bucks鈥 (points) they accrue. At the end of the game, Schick turns their bald bucks into real donations to St. Baldrick鈥檚.
To inspire the most donations possible, we designed Shave The Day with an 鈥渆ndless runner鈥 style gaming mechanic (similar to the popular cellphone game, Temple Run). This incited people to play over and over again to beat their own score while raising more money in the process.
We harnessed the power of the Twitch community to launch Shave The Day. We teamed up with top streamers, inviting them to play our game live and collect donations from fans. Once they reached their fundraising goals, streamers shaved their own heads live using Xtreme razors, raising even more money and awareness for the cause.
OUTCOME
In the end, Shave The Day was truly a game-changer for St. Baldrick鈥檚 and their fight against childhood cancer.
- To date, Shave The Day was streamed for more than 290,000 hours on Twitch
- Over 1.7 million virtual heads were shaved by players
- Shave The Day is on track to reach our $250,000 donation goal
- Drove a 54% increase in purchase intent of Schick Xtreme razors
- Lifted Schick Xtreme鈥檚 brand relevance 53%
- Increased the brand鈥檚 likeability 64%