Client: Billie
Campaign Concept Billie, a US-based female razor brand pioneering choice in personal care, launched in Australia with a bold strategy: telling people not to shave. Research revealed that over one-third of Australian women feel judged for body hair, yet cultural conditioning has made hairlessness the default. The campaign aimed to "rewild" Australian beaches by celebrating "koala ears" - colloquial term for visible bikini line hair. Strategy & Execution Billie partnered with influencer and media personality Abbie Chatfield, whose values aligned perfectly with the brand's mission of female empowerment. Abbie launched the movement via Instagram to her 580k+ followers, encouraging women to grow their koala ears. The campaign included a Bondi Beach launch event with key media and influencers, supported by research-backed insights on Australian women's attitudes toward body hair. A provocative out-of-home campaign amplified messaging across major cities. Results The campaign generated significant social momentum and earned media presence. Abbie's Instagram posts achieved 900+ comments and 4,600+ shares, garnering 2.4 million social reach. The campaign secured 33 pieces of earned coverage in major outlets, with 39.5 million earned reach and 42+ million opportunities to see across mainstream media. Billie's flagship products ranked #1 and #2 in women's kits at Australian supermarket Woolworths following launch. This disruptive campaign successfully repositioned body hair acceptance and established Billie as an innovative market entrant in Australia.
