Client: Billie
Campaign Overview Billie, a US-based female razor brand renowned for challenging beauty norms, launched in Australia with an unconventional strategy: encouraging women not to shave. Research revealed that over one-third of Australian women feel judged for body hair, yet 75% remove pubic hair due to ingrained societal expectations. The campaign aimed to "rewild" Australian beaches by bringing back "koala ears" - a colloquial term for bikini line hair. Strategy & Execution Billie partnered with influencer and feminist Abbie Chatfield, who had previously been bullied online for displaying shaving rash and was once asked by a competitor brand to be freshly shaved for a collaboration. This authentic alignment made her the perfect brand ambassador for Billie's 16–34-year-old target audience. Abbie kicked off the movement via Instagram, encouraging her 580k+ followers to grow their koala ears. The partnership included a high-profile launch event at Bondi Beach and additional Instagram content showcasing brand alignment. Results The campaign generated exceptional engagement, driving 976,000+ reach and 2.7 million+ views across Abbie's content. Instagram engagement reached 5.26% - a 216% increase above her typical 1.22% rate. Comments surged 216%, likes increased 150%, with 4,600+ shares and 1,000+ saves. The campaign extended into mainstream media, garnering 39.5 million earned media reach. 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 while establishing Billie as an innovative market entrant in Australia.
