Wondering what movie you want to watch this weekend? Do you read what the New York Times movie critic has to say? May be you want to read both critics reviews and the views from the movie audiences side by side on Rotten Tomatoes. Or would you rather watch a Youtube channel of a movie reviewer who has a similar taste for movies as you do? Chaelene Li and Josh Bernoff call it the growndswell, “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”.
The book Growndswell: winning in aworld transformed by social technologies describes how the social
media has changed the communication between brands and customers as well as how
companies can use the trend in social media to understand and engage with the
customer more than ever before.
When I was reading the techniques for talk section of the book it reminded me of one of the most unforgettable marketing campaigns on 2013, Pantene Shine Strong campaign. It is a great example of using the talk techniques introduced in the Groundswell.
When I was reading the techniques for talk section of the book it reminded me of one of the most unforgettable marketing campaigns on 2013, Pantene Shine Strong campaign. It is a great example of using the talk techniques introduced in the Groundswell.
This video advertisement was originally released on Pantene’s Philippines regional YouTube page on Nov. 9, 2013 and also aired twice on TV and the company did not have a worldwide campaign planed. Though
advertisement’s strong message about the double standards at the workplace
spread fast though the social media and when Sheryl Sandberg made a comment about the ad on her commercial Facebook page the simple advertisement became a
viral video. 
With growing attention on the media and the public, Pantene expanded the campaign to a worldwide audience via social media. Brand's Twitter account and the YouTube video asked people to share their stories by creating a community around #ShineStrong hash tag.
They
engaged with the twitter community retweeting some of the comments and offering prizes for some of the twitter comments.
Today, the YouTube video has 39 million views, and over 3,000 comments. It has also created further discussion within women organizations and media not just as a marketing campaign but providing attention to much debated topic.
The campaign created a true wildfire phenomenon. Of course
the social media played a major role in giving personality and meaning to otherwise would
have been one minute commercial made by a hair care brand.
I really enjoyed reading your post about the Pantene Shine Strong campaign and wish I could have kept reading! Your post has made me curious...does Pantene have a blog? How did they first begin to engage with the groundswell? I think Dove also has a pro-woman beauty campaign so I wonder how the groundswell plays into that....
ReplyDeleteThx Kayla! They started with the twitter hashtag on the youtube video. It's hard to notice, but there is the #ShineStrong hashtag in the title of the youtube video and also, in 2013 at the end of the video it said #ShineStrong instead of #WHIPIT. Also some news channel talked the hashtag when they were talking about the advertisement.
DeleteThis Pantene advertisement is really interesting. Throughout the ad, you cannot really guess what is being sold, and you're left to interpret it for yourself. This is where the brilliance behind the Ad comes in. It gets people to think about their own role in society or in the workplace, and tugs at their emotions. This definitely relates to the New Yorker article which Professor Frechette posted on our blog page and the three principles of ethos, pathos, and logos. The appeal of a successful Ad campaign must be ethical, emotional, and logical. Pantene touches on all three with this, especially emotional. It's great how the campaign was able to expand through social media. Nice job Dushyanthi!
ReplyDeleteThx Madeleine! and yes I agree. They focus more on the issue than the product (Everyone knows what is Pantene. anyways :), that's why the video got so much attention and praise.
DeleteWhat a great job you did, Dushyanthi! Pantene always does well in advertising. I really think that you choose the right campaign to be your example. Social media is now the biggest platform for companies to spread their ads, and it is a convenient way for people around the world to have the chance to see the courageous power from good ads such as Pantene's ads.
ReplyDelete