billie → Koala Ears [2025]
The situation:
In the US, razor brand billie is synonymous with choice. But down under in Australia, 80% of women still feel pressure to shave their pubes*. After decades of hairless razor ads, natural bikini lines had basically become…an endangered species.
The challenge:
How does a razor brand cut through in a new market?
The idea:
billie challenges the very pressure the category created in the first place by telling people not to shave their Koala Ears.
What are Koala Ears we hear you ask? We’re not talking about the marsupial kind. We’re talking about these ones. The tufts of hair that peek out the side of bathers.
The execution:
To launch billie down under, we knew exactly where to start. Down. Under.
We partnered with Abbie Chatfield — razor-sharp feminist, media powerhouse, and the woman who broke the internet
back in 2021 with her viral shaving-rash post — to grow out her Koala Ears and invite Australia to follow. Her unapologetic posts challenged outdated norms and sparked a wave of Aussies to embrace their own Koala Ears. With social, PR, OOH and retail behind the campaign, the conversation went viral.
The results for the campaign that actively telling people not to use their product:
37.2 million in earned reach.
970+ in social reach.
#1 AND #2 razors at major Aussie supermarket.
$1.51m in sales three months.
+6% category growth.
That’s one billie razor sold every 83 seconds. In a new market.
AND AN ENTIRE SPECIES OF KOALA EARS SAVED.
Influencer partnership
OOH
Social
PR event
Abbie Chatfield