Braun

The Brand

Braun partnered with Gear Patrol Magazine to create branded content for the release of the Harmonia 2+ Series 9 electric shaver, the first premium razor with its own charging case, holding a charge for up to six weeks.

The Challenge

Coming out of the pandemic, research indicated more men were not only focusing on their appearances again, they were also beginning to travel again, both for business and leisure.

My recommendation? Align the release of Braun’s premiere razor with the travel industry’s most prestigious, clean cut figures — pilots.

I spearheaded research and developed strategic insights for this pitch, ultimately crafting The Cut Above, a creative concept that worked well within the Gear Patrol digital ecosystem while targeting Braun’s best customers at a pivotal moment in cultural history.

Campaign Strategy →

The Cut Above

There’s no more prestigious profession in the travel industry than The Captain. Operating with precision and grace, he defies the laws of nature, navigating the friendly skies as both an esteemed aviator and a thriving world traveler.

Strategic Approach

PROBLEM
Braun has low brand awareness in the marketplace as a premium men’s shaving manufacturer.

INSIGHT
Men’s grooming is projected to bounce back post-pandemic with travel acting as the likely catalyst—as evidenced by the fact that men are saving money for the opportunity to get away.

ADVANTAGE
Not only is the Braun Harmonia 2+ a premium men’s shaver, higher end models can hold a charge for up to six weeks, ideal for any man on-the-go.

STRATEGY
Capitalize on The Great Resurgence—the men coming out in droves ready to roam with confidence—by aligning the Braun Harmonia 2+ with premium travel partners, courtesy of Gear Patrol Magazine.

Nuts + Bolts

Recruit top aviation influencers (options in notes) to speak on behalf of men eager to travel through a compelling series of video vignettes, courtesy of Braun. Share their stories on what aviation has meant to them through the years alongside how Braun helps them perform at their peak each flight.

Create microcontent from videos in the form of longform editorial content, snippets for email, quotes for social, and creative for paid media.