Some of the greatest marketing campaigns tell a story. A story will help your target audience become more emotionally connected to your campaign, increasing the likelihood that they’ll actually purchase your product or service.
Having the correct impact on your audience requires that you observe several factors, including brand recognition, communication with your target audience, and promotion of your unique services. Combined with a story, these elements create an awesome combination for an ad that creates a viral stir in the digital world.
So, with all of this in mind, I wasn’t surprised that Gillette’s new “We Believe” campaign made a huge bang online. This controversial commercial flipped the script on Gillette’s traditional branding and challenged their target audience with a new perspective on “masculine products.”
Let’s break down what this campaign did, and why so many people are talking about it right now.
Known for the slogan, “The best a man can get,” Gillette created a new commercial that challenged their traditional branding by changing the slogan to, “The best men can be.” The commercial conveyed a theme addressing what is known as “toxic masculinity,” an idea that examines the effect of traditional gender roles on issues like bullying and misogyny. This commercial immediately went viral, racking up global attention and conversation.
This was an unexpected change for Gillette. As a company whose target audience is almost exclusively men, the campaign is a bit of a gamble. In a one-minute, 48-second commercial, Gillette changed the viewers’ perception of their brand, creating a new image with the assumed goal of potentially targeting a wider audience.
Regardless of the reactions that this campaign is producing, the commercial’s story is a recipe for viral digital marketing....
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