Getting a product into a man's orbit

Kiehl's was launching an entirely new line of men's products called Oil Eliminator. Their biggest men's launch. Ever.

But Kiehl's, as a company policy, never pays for media.

We needed an idea that would get men to pay attention, without paying for their attention.

Problem

It's tough to get men to think about skincare. So how can Kiehl's launch a new product line to an apathetic audience, with a media buy of zero?

Insight

Oil Eliminator's main ingredient was developed by NASA to collect space dust. Most men don't think about skincare. They do think about space.

Solution

Create the world's smallest space agency, send Oil Eliminator into the great beyond and invite men to put space on their face.

Results

It worked.

From a media investment of zero, our campaign earned over 162,000,000 impressions valued at $2,100,000.

We were featured in a half-page article (with a picture) in the New York Times, interviewed on Bloomberg TV and Mashable, and featured on countless men's style and advertising sites. The project won the Webby Award for best social campaign.

The best part? In just three months Oil Eliminator become the 3rd best selling men's moisturizer in the US. 

*I was the strategist, creative and film producer for this campaign. Also an actor in the film (look closely!). I created the idea, worked with the client to sell the campaign, and led the team from concept to launch.