Boosting Rockface Sales with a Distinctive TV Campaign
The Problem
In a competitive male grooming market dominated by big-spending rivals, Rockface needed to differentiate itself. The challenge was to stand out from the crowd, reach audiences effectively, and deliver sales growth in both retail and online channels.
The Idea
We created a TV campaign with a fresh positioning. Instead of famous footballers or unrealistic models, the ad featured real men, reflecting diverse emotions and characters to resonate with everyday consumers.
The creative approach:
Script celebrated individuality and authenticity
Visuals captured relatable characters and experiences
Messaging contrasted sharply with category clichés
This strategy gave Rockface a distinctive voice and captured the imagination of supermarket buyers.
The campaign is helping to build big increases in awareness and sales
- Neil Wilkinson, Rockface
The Outcome
+450 Amazon sales
+623% increase in website sales
+217% growth in retail sales
Significant boost in brand awareness and buyer confidence
Amazon sales
Website sales
Retail sales
FAQs
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What challenge did Rockface face in the grooming market?
Competing with bigger rivals that spent heavily on celebrity-led and cliché-driven campaigns.
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How did Ideas + Outcomes approach the campaign?
By featuring real men in a TV ad, celebrating individuality and authenticity, and contrasting against category norms.
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What measurable results did the campaign deliver?
+450 Amazon sales, a 623% increase in website sales, 217% growth in retail sales, and stronger buyer confidence.
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How did the creative strategy impact the brand?
It gave Rockface a distinctive voice, boosted awareness, and positioned the brand as authentic and relatable.