> Gillette’s ‘Fisrt Shave’ gains a lot of media attention

There’s a growing body of evidence that suggests consumers -- particularly millennials -- want brands to take stands on issues, which explains why several brands are starting to embrace inclusive messaging to resonate with consumers. Gillette, Herbal Essences and Carling are among those shifting away from sexist stereotypes by changing taglines, featuring transgender, culturally and ethnically diverse individuals and focusing on more authentic storylines. Gillette’s latest spot from Grey Canada features Samson Bonkeabantu Brown, a transgender activist, being taught how to shave by his dad and ends with the copy, “Whenever, wherever, however it happens, your first shave is special.” The ad debuted at Toronto’s 2019 Inside Out LGBT Film Festival and on Facebook. Part of Gillette’s #Mybestself campaign, the video called “First Shave” has gone viral on Facebook, surpassing 1 million views--a sound proof that purpose-driven brand campaigns are becoming increasingly popular. And though brands generally prefer to avoid hot-button topics like gender identity, Procter & Gamble’s Gillette is being hailed more than hated, according to new surveys. The digital spot has attracted a 35% positive and 19% negative social sentiment score, received 359,568 “likes” and 71,831 shares, per Sprout Social, which uses “social listening technology” to track social media. A separate consumer study by Sprout Social found that 55% of consumers want brands to employ social as a way to help people engage with others of similar interests and that 46% follow brands purely to view content that is “inspirational.” According to Mobilemarketer.com, Gillette was mentioned 108,000 times since the ad broke in May 23, resulting in nearly 600,000 engagements. About a third of the Gillette’s recent brand mentions referenced the ad. Advertising has the potential to initiate important conversations and create change. “In the case of Gillette, or any brand, it isn’t a question of the quality of content they produce in support of a cause, but rather if the message is genuine. Gillette’s most recent ad saw positive feedback because it was not simply about advancing a purpose-driven message, but connecting the audience with something they could relate to: the real human, with real emotions, who’s behind the shave,” says Lizz Kannenberg, director of brand strategy at Sprout Social. “And while such ads can be powerful catalysts for conversation, consumers are not afraid to call out those that are neither relevant nor authentic to a brand’s identity,” she adds.