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Case Study / Baxter Of California


5W partnered with Baxter of California to grow awareness across a female demographic by securing media results within a wide range of digital, female-focused outlets. Strategy included both marketing products to women who would be shopping for men, as well as positioning the products as unisex.

5W Placed an emphasis on key campaigns for the brand including: No Shave November, Black Friday, Cyber Monday, Holiday Gifting promotions (driving significant traffic to key retail partner, Amazon) and key charitable partnerships such as with RED. In just 5 months, 5W was successful in positioning Baxter of California as a leader in the marketplace through meaningful placements with top media outlets and media support for brand activations and partnerships.

Baxter Of California
Baxter Of California
Baxter Of California

Key highlights (August'17 - December'17):

  • Garnered nearly 1 Billion total media impressions for Baxter of California.
  • Over 600 Million digital media impressions for Holiday Outreach.
  • Key brand profiles in top luxury outlets: Haute Living.
  • True brand support from credible beauty editors across the women's category.
  • Brand Recognition as a unisex line via strong messaging and accurate targeting.
  • Successfully reached core demographic through strategic product placement.
  • Key media wins include:The New York Times,,,,,,,,,,,,,,


Billion media impressions.


Million digital impressions.

Agency of the year
PR News
PRN Platinum


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