Digital Identity
Delivering a high-visibility AR campaign platform for Gillette Europe during Movember, operating reliably at public scale across social channels.
Gillette, a European manufacturer with a significant consumer presence, initiated a digital campaign to support men’s health during Movember. The initiative required a stable, high-visibility platform capable of handling public engagement across social channels without disruption.
We were engaged to ensure the concept could be delivered reliably, operate at scale during the campaign period, and remain dependable throughout public participation.
Situation and context
The campaign centred on encouraging participation through shared digital artefacts, requiring consistent behaviour across platforms and predictable user experience during a fixed, time-sensitive window.
Given the public nature of the initiative and its association with a recognised brand, delivery reliability, moderation control, and platform stability were critical to avoid reputational risk or user friction.
Stabilisation and delivery
We assumed responsibility for stabilising delivery and implementing the campaign’s technical components in a controlled manner. This included ensuring consistent behaviour across social platforms, validating performance under real-world usage, and maintaining operational clarity throughout the campaign lifecycle.
The result was a dependable digital experience that supported public engagement without interruption, allowing the initiative to proceed as intended while maintaining brand confidence and continuity.