Wilkinson Sword and Ladbible have tapped boxer Tony Bellew to help spark a lively debate among young men aged 18-34 about whether they should go beard on, or beard off.
Spearheaded by VCCP, the campaign challenges social norms around the heated topic, and encourages men to reconsider their grooming choices and take matters into their own hands.
It spotlights the Wilkinson Sword Hydro 5 product with engaging imagery and a series of three films showing the before and after of each style, as well as an interactive experience via a Snap lens which allows users with beards to see what they might look like without.
The social-first work with Ladbible follows on from a recent YouGov poll which revealed that the majority of young men now sport some facial hair.
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By leveraging Ladbible’s platform, which includes social media, display ads and video content, the brand aims to engage audiences nationwide and inspire them to join the conversation about facial hair and grooming choices.
Wilkinson Sword brand manager Euan Condron said: “I am delighted with the job we have done, in partnership with Ladbible, to ignite a buzz around shaving for young men. As the longest-standing brand in the category, we aim to empower all facial hair styles whilst importing confidence in the quality and versatility of Hydro 5.”
“The remarkable response to ‘Beard on. Beard off’ is testament to our ability to identify and mobilise rich consumer insights into a content-first campaign.”
Ladbible director of client solutions Jack Cowin added: “We’re excited to be launching ‘Beard on, beard off’ campaign across our channels. Ladbible Group reaches 15.2 million men in the UK on a monthly basis, so we are the perfect partner to create fun, light-hearted experiences for our audience to get involved and spark debate.”
“We have already seen over 200 comments from our community and we know that Tony Bellow will drive even more engagement.”
It’s not the first time brands have tapped into Ladbible’s young social media focused demographic, with Google bringing on board Harry Kane to appear over its platforms to promote its AI bard feature.
