Schick is building on last year?s brand sponsorship of Sports Illustrated?s popular swimsuit issue by introducing a mobile-first campaign that targets both of the marketers' respective audiences. 

Schick Hydro is partnering with Sports Illustrated to promote the personal care brand's new razor and the publisher's upcoming swimsuit issue via a selfie contest designed to attract millennial-aged men. Males aged 21 and older will have the opportunity to become a #SchickMagnet by uploading a photo of their clean-shaven face to social media in the hopes of winning a trip to the Sports Illustrated swimsuit launch party.

?Schick Hydro is always looking for ways to help get our fans closer to the passions they enjoy,? said Holly Guzman, Edgewell Personal Care associate brand manager for Schick Hydro, Shelton, CT. ?For the second year in a row, we partnered with Sports Illustrated to not only tap into an extremely loyal and passionate fan base and show them our best shave for their skin, but also to custom create an epic celebration around one of the most exciting times of the year ? the launch of the swimsuit issue! 

?A big part of that celebration is the #SchickMagnet contest, in which we?ll bring one lucky guy face to face with swimsuit model Samantha Hoopes.?

Leveraging relevant partnerships
Schick Hydro is ramping up to promote the forthcoming Sports Illustrated swimsuit issue with an integrated campaign that focuses heavily on social, underscoring the need for CPG brands to tap mobile strategy to better connect with younger audiences.

The brand is searching for America?s next #SchickMagnet, a branded take on the phrase ?chick magnet,? with a week-long social media contest that began on February 1 and runs through February 5. Male consumers aged 21 and over are asked to upload a photo of their clean-shaven face onto Instagram or Twitter via the #SchickMagnet and #contest hashtags.

Entrants must also tag @SchickHydro in their posts, and include the Twitter or Instagram handle of a friend with whom they would like to share the prize. The winner will receive a trip to New York City to attend the official Sports Illustrated swimsuit issue launch party.

Additionally, the recipient will enjoy a full shave from a Schick Hydro barber and will walk the launch party's red carpet alongside swimsuit model Samantha Hoopes.

This tactic could drive up the number of social followers Schick Hydro currently boasts, while resonating strongly with its target audience of millennial men. 

Contest participants may also be prompted to purchase the swimsuit issue when it becomes available on stands, showcasing how relevant cross-partnerships can result in strong brand awareness for both parties involved.

Including social influencers
Schick is supporting its social outreach by becoming the first marketer to team up with the scripted series Part Timers, developed by digital comedy brand SMOSH. Schick collaborated with the program?s director and writers to create an original content series featuring the voices of Anthony Padilla and Ian Hecox.

The custom videos, aimed at Schick?s male audience, are now available on SMOSH?s YouTube channel and offer an organic way of advertising the Hydro razors. 

A growing number of marketers are realizing the lucrative potential of teaming up with social influencers or YouTube celebrities to introduce branded content that feels more relevant ? and less like a blatant promotion ? to their target customer base.

A Schick executive at the 2015 Mobile Marketing Association Forum New York affirmed that tapping social media influencers on YouTube catapults the effectiveness and reach of mobile video advertising, provided that the influencers are allowed creativity to expand on the brand?s message (see story).

Last year, Schick also forayed into the world of mobile video via a campaign that asked male consumers to interact with an eccentric character and vote for their top three indisposable comforts to promote its Xtreme3 razors (see story).

?In today?s digital world, it is always a priority for Schick Hydro to connect with our audience via mobile platforms,? Ms. Guzman said. ?We know the Schick Hydro target is extremely active on social platforms which is why the contest is being hosted on Twitter and Instagram.

?As we?re asking for guys to share a clean-shaven selfie, we?re particularly excited about Instagram, a largely mobile platform where our target is already spending lots of his time.?