Schick Intuition: On Tour with Cassadee Pope

The Challenge

Schick wanted to reach new Intuition users in a new, unique, surprising way.

Schick^® Intuition^®’s target audience includes Gen Z & Millennial solution-seekers who are well informed, quality conscious, and like to try new things.

MAX was challenged with creating a campaign that would meet these audiences in an exciting environment and sharing the brand’s message of quality and convenience.

The Solution

In partnership with MAX, Schick Intuition targeted women ages 18-34 with fun, uplifting content and live activations that drove engagement and awareness of Intuition Sensitive Care & Advanced Moisturize Razors.

Schick Intuition proudly sponsored Cassadee Pope’s “The Hereditary Tour,” using SET.Live to integrate Schick branding seamlessly into the show experience—on the stage and on mobile screens—capturing attention and driving engagement at each show.

Fans at live shows were able to enter a sweepstakes via SET.Live for a chance to win a signed artist merch bundle + a chance to win the grand prize Schick Intuition prize pack. Additionally, the first 100 signups receive a free Intuition razor courtesy of Schick and free shipping codes to redeem on Schick.com.

The Results

Across all social platforms, users between 25–34 years old, generated a higher engagement rate compared to other demographic groups. Top interests within these users were skin care, cosmetics, clothing accessories, and home appliances. 

• Drove target audience to preferred Schick Intuition Retailers: Clicks on social posts & YouTube drove 20K+ consumers to the Walmart & Target Schick Intuition retail pages

• Captivating Content Through Schick Intuition® Advanced Moisture® Razor: Average video view duration of 0:45 meant viewers watched 58% of the entire video on YouTube, even though the video can be skipped after 5 seconds watched

• Authentic Behavior: The creative content for this campaign resonated with users interested in personal care, beauty products, and skincare, leading to a 43% view rate on Facebook.

• Effectively Targeted Competitors: Targeting competitors (Gillette, BIC) of Schick Intuition proved highly effective for Instagram, generating the second-highest engagement rate at 48%

• Resonated with Young Solution Seekers: All target audiences responded positively to the campaign. In particular, female users ages 25-34 had the highest engagement rate of over 42% for Meta

Brand Lift Study (Kantar)

The campaign video surpassed Kantar Creative Norms demonstrating the ability to boost likability and communicate what sets Intuition apart from other women’s shave brands.

• Elevated all brand metrics, with strong agreement across key brand attributes

• Asset performance surpassed benchmarks among relevant audiences, exceeding Kantar norms across all metrics

• The video resonated particularly well with consumers aged 25-34, driving significant growth in brand awareness and positive perception

• The video successfully influenced competitor customers to consider Schick® Intuition® while maintaining loyalty among existing customers.

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