“Is this the best an ad can get?’’ – Toxic Masculinity
Time for another under researched and overall, anecdotal opinion peice from a social media marketing student . Today I’d like to pontificate about a growing trend (or maybe it’s not?) of companies appealing to consumers through advocating for social change.
I could go back and forth discussing the morality of pretending you care about a cause for money, cause lets face it, that’s what it is. Whether the ad’s originate from a group of woke, social media moguls earnestly trying to enact change or emotionally manipulative marketing snakes taking whatever angle necessary to get your money; public companies won’t ever make a move that’s considered not in theirs, or their stockholders interests.
So the question I’m looking at today isn’t is it right or wrong, it’s does it work? And the question I’m so vexed by is really, if it does, Why!? And quickly, I want to separate this conversation from businesses like ‘Thank you‘ or ‘Taboo‘ who are in their very nature created advocate for social change by giving away 100% of their profits. I’m talking about social change strategies like Nike’s Colin Kaepernick campaign.
It’s been just over a year since the ad was aired across multiple platforms and during the NFL season opening game. Social media was a storm of accolades and malcontent, initially sending Nike’s stock price down as people posted across platforms images and videos of burning Nike products and vowing to boycott the brand. But, in spite of fervor being splashed across headlines and social media, Nike sales rose by 61% weeks after the campaign and the companies market value rose by $6 billion! Taking on such a controversial issue seems risky, but they knew exactly which side of the divide their target audience was on; and they were more than willing to burn bridges with every elderly conservative to hit nail it. Simply by endorsing the actions of Colin Kaepernick Nike’s market share soared, painting them as a brand willing to put their sales on the line for social change (except for maybe changing child labor laws…)
Apparently people are desperate for their brands to take a stand on social/political issues? I guess that’s cool? But how’d Nike’s go so right when Gillette’s “The Best A Man Can Be” campaign went so wrong?
After Gillette’s campaign sales did not skyrocket, in fact some commentator attribute Gillette’s $8 billion write down in value to their woke direction; however, this is pure speculation. One notable difference in campaigns is the message, Nike’s campaign endorsed Kaepernick’s actions, sentiment that resonated with their target audience. Gillette told their target demographic (men) You’re the problem with society; well, that appears to be the overall sentiment among those people using #boycottgillette. Obviously the ad tries to challenge men to counter inappropriate behavior prevalent among masculine culture with behaviors highlighted as positive expression masculinity. Unfortunately for Gillette, the issue with ‘toxic masculinity’ is those’s engaged in it don’t think they’re doing anything wrong. The even larger problem is most men don’t think they’re apart of the problem let alone the solution. Kaepernick’s campaign doesn’t bring up the fact that even the people buying them Air Jordan’s in solidarity contribute to a society of institutionalized racism whereas Gillette’s tells men they’re part of them problem.
Some sources I’ve read have speculated Gillette’s research would have shown that women make up the majority of buying decisions in their household, purchasing razors for partners and sons. Whether this was the case and women found the ad too aggressive toward ‘boys being boys’? Or found it too disingenuous coming from the same company selling razors with a pink tax?
Epilogue
If my 2 cents are worth anything, in my opinion, if you’re going to attempt a social change campaign, remember to make your target audience feel like the hero. After all that’s what this industry is founded on, lies.
That was good right? Share your thoughts on my brevity and wit in the comment section below. Or Share with friends online and save having the discussion on the topic with them in the future.
Sources
Huffington Post
huffingtonpost.com.au/entry/nike-and-workers-donate-three-times-more-money-to-gop-than-dems_n_5ba999e1e4b0375f8f9fe4dd
CBS News
cbsnews.com/news/nike-colin-kaepernick-just-do-it-ad-nfl-football-game-thursday-night-after-dropping-early-online/
Ad News
adnews.com.au/news/nike-launches-controversial-inspirational-colin-kaepernick-ad.
Forbes
forbes.com/sites/garyphillips/2019/02/20/nfl-settlement-nike-colin-kaepernick-jersey/#18c957d56ea7
Adweek
adweek.com/brand-marketing/majority-of-consumers-want-brands-to-take-a-stand-on-social-and-political-issues-according-to-new-study/
CNBC
www.cnbc.com/2019/07/30/procter-gamble-writes-down-gillette-business-but-remains-confident-in-its-future.html
ITS BUSN TIME 