In an effort to counter the hype around the Philips Norelco Bodygroom electric razor (an Amazon.com bestseller), Procter & Gamble's Braun has launched an unbranded viral campaign from Digitas, Boston, that aims to jokingly scare men into being clean-shaven by showing them the consequences of growing hairy stubble, writes AdAge (via MediaBuyerPlanner).
In addition to launching the Noscruf.org website, the Braun campaign includes paid search ads, promotional placement on Heavy.com and two viral videos on YouTube.com from a fictional advocacy group called the National Organization of Social Crusaders Repulsed by Unshaven Faces (NOSCRUF).
Noscruf.com traffic has topped 60 million daily online users so far, according to web trafficking company Alexa.com.
