Page 31 - Journal of Strategic Marketing Magazine - April 2019
P. 31
MARKET RESEARCH
Should brands try to change the
world? What the research says
Ipsos researcher Nick Coates examines some of the recent adverts placing themselves
in the firing line and the long-term consequences of aligning themselves with these
messages, as well as some considerations prior to launching campaigns.
I t is the remit of advertising to elicit a Gillette's controversial advert million dislikes on YouTube and a
The ad has garnered over one
Gillette is the latest to use its signiicant
reaction from consumers, but in the
reach to address an issue that has been
sentiment analysis of social media
era of increasingly volatile public
backlashes, brands are navigating very
negative comments, compared to
over the last decade. With the release
rough waters by placing themselves increasingly top of mind for many commentary by Ipsos shows 36%
in the political or “social issue” space, of ‘We Believe: The Best Men Can Be’, 16% positive, about the campaign in
especially with public feedback the brand took a irm stance on the the days following its release. Many
channels rapidly multiplying on social need for a more positive deinition of detractors don’t like the perceived
media. masculinity. stereotyping of male behaviour and
accuse the company of trying to
‘shame’ all men.
On the other hand, those that do
like the advert applaud Gillette for
“making people think” and urge critics
to relect on why it makes them mad.
Many defend it, saying that it is simply
calling for men to be better human
beings. In fact, ad testing done by Ipsos
indicates the commercial could reap
rewards for the brand long after the
negative social media backlash has
passed.
Strategic Marketing - p29
Should brands try to change the
world? What the research says
Ipsos researcher Nick Coates examines some of the recent adverts placing themselves
in the firing line and the long-term consequences of aligning themselves with these
messages, as well as some considerations prior to launching campaigns.
I t is the remit of advertising to elicit a Gillette's controversial advert million dislikes on YouTube and a
The ad has garnered over one
Gillette is the latest to use its signiicant
reaction from consumers, but in the
reach to address an issue that has been
sentiment analysis of social media
era of increasingly volatile public
backlashes, brands are navigating very
negative comments, compared to
over the last decade. With the release
rough waters by placing themselves increasingly top of mind for many commentary by Ipsos shows 36%
in the political or “social issue” space, of ‘We Believe: The Best Men Can Be’, 16% positive, about the campaign in
especially with public feedback the brand took a irm stance on the the days following its release. Many
channels rapidly multiplying on social need for a more positive deinition of detractors don’t like the perceived
media. masculinity. stereotyping of male behaviour and
accuse the company of trying to
‘shame’ all men.
On the other hand, those that do
like the advert applaud Gillette for
“making people think” and urge critics
to relect on why it makes them mad.
Many defend it, saying that it is simply
calling for men to be better human
beings. In fact, ad testing done by Ipsos
indicates the commercial could reap
rewards for the brand long after the
negative social media backlash has
passed.
Strategic Marketing - p29
