Did Gillette’s ‘The ideal Men can Be’ project Succeed? Here’s What the Data Said…

*
Gillette’s ‘We Believe: The best Men have the right to Be’ ad, released at the start of this week, has been seen as a welcome and also timely explain on ‘toxic masculinity’ by some, and an unnecessary strike on men by others. If the advertisement was design to create controversy and also online conversation, then it was most certainly a success. Yet at this allude it’s daunting to tell if the conversation has pushed front the gender debate, or if has led created an unnecessarily adversarial atmosphere approximately the gender issue. And then there’s the razor blades of course – will certainly Gillette sell much more as a an outcome of the campaign or will it backfire as some customers make an excellent on their promises to boycott the brand?


At the time of writing, the advertisement has 794,000 dislikes top top Gillette’s YouTube channel, compared to 386,000 likes. The videos that appear when you find for the advertisement on YouTube are additionally mostly an unfavorable – several of the highest placed have titles like ‘What Pisses Me Off about “We Believe: The ideal Men can Be”’, ‘GILLETTE ON that BULLSH*T’, and ‘Debunking Gillette’.

You are watching: Gillette the best a man can be campaign

But the YouTube comments ar isn’t exactly known for innovative and nuanced debate, so us asked a few of the leading social security companies about how the conversation was shaping up across various platforms. We’ll be updating this article as data comes in from more sources.

Brandwatch

Judging exclusively by society mentions, the campaign has had a vast impact. Social media monitoring agency Brandwatch states the advertisement has moved up social media conversation roughly Gillette by 11,722 percent, getting to 1.4 million virtual mentions end the past week (as the 2.55pm EST top top Wednesday).

Hashtags relating come the ad, both positive and negative, have been tweeted and retweeted widely, generating hundreds of millions that impressions on Twitter. The main hashtag, ‘#thebestmencanbe’, had been tweeted over 5,000 times, and also retweeted over 180,000 times when Brandwatch gathered the data yesterday. On the other hand ‘#boycottgillette’ (plus the misspelled ‘#boycottgilette’) had been tweeted over 2,800 times, and been retweeted over 12,000 times.

Looking particularly at the sentiment in the direction of Gillette produced by the ad, Brandwatch uncovered it has become an ext negative together the week progressed. Top top January 10th, prior to the ad was released, end 85 percent of Gillette’s digital mentions to be positive. ~ above the 14th, the job the ad was released, sentiment was 62.2 percent positive. By January 16th, mentions the Gillette were 54.8 percent negative.

Brandwatch states this readjust makes sense, saying that “negative feelings often tend to linger v social users, causing them to post an unfavorable mentions much longer than their optimistic counterparts.”

BrandTotal

Fellow marketing analytics company BrandTotal’s data painted an even worse picture for Gillette. They discover that comment sentiment across social communication so far has been 63 percent negative, 29 percent neutral, and also eight percent positive.

BrandTotal co-founder and also CEO Alon Leibovich said that in terms of sentiment, the project is “uniquely underperforming, compared to the category, compared to Gillette’s normal sentiment, and also compared to other brands.”

Even compared to various other controversial campaigns, favor Nike’s ‘risk everything’ project with NFL star Colin Kaepernick last year, the sentiment is still underperforming. BrandTotal states it measures both public and also ‘dark’ (hidden from public view) posts. For the Kaepernick campaign, while the public sentiment was mainly negative, the ‘dark’ emotion was overwhelmingly positive. Because that Gillette’s brand-new campaign though, both public and dark sentiment have been negative.

Leibovich claimed this negativity can be meeting to 2 factors: negative execution and Gillette’s inexperience in social activism.

Unlike Nike, Gillette has not been known to take it a view on society issues, so part who could support the message are crucial of its noticeable inauthenticity. Leibovich said this wasn’t assisted by the somewhat unclear messaging from Gillette, and also the truth that a ‘hard-sales’ campaign has been to run concurrently. And also as part Twitter users have actually pointed out, Gillette’ view is inconsistent with several of its marketing in other markets:

Where would certainly
GPollowitz) January 16, 2019

“This is the right means to walk – brands must take a stand for society issues,” stated Leibovich. “And in one era when brands room dying left and right, those that don’t take it a stand and don’t mean anything far-reaching to anybody will wither away and lose your edge. Yet I think the execution right here was lacking.”

Even if Gillette’s campaign has drawn an ext negativity than intended, BrandTotal’s data suggests the campaign if specifically aimed at Gen Z (meaning the blog post wasn’t have to designed to have actually a wide appeal). Thirty-four percent the impressions top top social were targeted in ~ the 19-24 period range, contrasted to Gillette’s standard of eleven percent.

Leibovich argued this could be a response by Gillette to millenials’ love the beards – with millennials shaving fairly infrequently, Gillette might be seeking out younger customers.

See more: Oscar De La Hoya Calls Out Floyd Mayweather Vs Oscar De La Hoya Vs

Interestingly, the campaign was additionally evenly targeted at men and also women. Some have suggested that a men’s razor brand phone call out poor behaviour in men risks alienating their customer base. But Leibovich stated it’s usual for men’s razor brands to heavily target women with their campaigns – men may use the razors, but women regularly buy them.