BIC is taking advantage of the Vanderpump Rules frenzy to break record online engagement. The Millennial-beloved TV show has fans buzzing on just about every social media platform about the “Scandoval” cheating scandal between two of the star castmates, and BIC saw its chance to monetize the viral drama. The razor company recently partnered up with Ariana Madix, the cast member who essentially the whole internet has taken the side of. As part of their “All Shave. No Clog.” campaign, the brand and Madix promoted ads of Bic’s EasyRinse razors on social media and TV, which received the highest social media engagement in two years and a 35% increase in sales of the razors, thanks to the army of fans supporting the Vanderpump Rules star. YPulse data shows TV actors are the top kind of celeb Millennials say they’d like to see as a brand spokesperson, and the top kind they’d pay attention to a commercial they’re featured in. (Marketing Dive)
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