eShave launches QR code campaign targeting the group of consumers most likely to scan the codes

QR Code Campaign

QR Code Campaign
eShave, a company specializing in grooming materials for men, has launched a new marketing campaign that revolves around QR codes. The campaign, dubbed All A Man Needs, will be coming to Manhattan, New York, later this week. The company will be placing ads on a number of telephone kiosks throughout Manhattan, hoping to catch the eye of tech-savvy consumers looking to purchase a new shaving kit for themselves or those looking for gifts for their loved ones.

Each ad posted on the phone kiosks features its own QR code. When scanned with a smart phone, the code resolves to a mobile website where people can find more information on the company’s products and where to buy them. eShave has adopted QR codes for a very specific reason: The codes appeal most to the company’s key demographic.

According to comScore, a market research firm, QR codes are most popilar amongst men between the ages of 18 and 34, with 53% of codes scanned in the U.S. coming from this group. In marketing, such information is invaluable and comScore believes that if more companies target their QR code campaigns toward specific demographics they will see more success.

Depending on the success of eShave’s latest campaign, the company may look to use QR codes more in the future. For now, the holiday season will serve as a proving ground for the performance of the codes.

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