Schick: Rock Your Legs

Schick teamed up with Spotify to amplify their message, with a little help from Betty Who.

Brief

Drive awareness of Schick, build product loyalty and amplify the message that leg care is more than just hair removal—it’s a beauty ritual.

Solution

Spotify a created a dedicated Schick “Rock Your Legs” hub, featuring curated playlists that listeners unlocked by watching a custom long-form brand video. The video was tied to Schick’s partnership with “Pitch Perfect 2″ and leveraged music from the film.

The experience included an annotated playlist by electro-pop singer Betty Who, sharing stories about her getting-ready routine, her busy schedule and how she makes time for herself in between “Pitch Perfect 2” tracks.

Impact

  • Video placement results exceeded Spotify benchmarks by 15%.
  • 13% of visitors engaged with the custom content experience.
  • Betty Who’s playlist was streamed twice as much as the brand-curated playlists, showing the power of artist involvement in content programs.