SOLDIER FOR WOMEN

TitleSOLDIER FOR WOMEN
BrandPROCTER & GAMBLE, INDIA
Product / ServiceGILLETTE
CategoryA09. Best Use of Social Media Marketing
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency 2 MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Entrant Company MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA

Credits

Name Company Position
Shraddha Goje Mediacom Communication Pvt. Ltd. Business Executive
Sangram Patil Mediacom Communication Pvt. Ltd. Group Head - Operations
Rahul Upadhyaya Mediacom Communication Pvt. Ltd. Group Head
Rajiv Darshi Mediacom Communication Pvt. Ltd. Business Director
Latish Nair Mediacom Communication Pvt. Ltd. National Director

Results and Effectiveness

•7 million unique pledges with 8 million unique-users •3.4 million+ views on YouTube 1000+ video shares on Facebook with earned media of 3 lakhs “Men of Honor” garnered over 433 blogs contributing 3 million stories Gillette, India YouTube channel is amongst the Top 5 FMCG YouTube channel in India by video views Gillette India Twitter handle has been amongst the Top 5 FMCG handles in India (Social- Bakers) #iStandUp trended No.1 worldwide on Twitter, generating 5.5 million+ impressions 3621 Tweets received, 1245 re-tweets in one day 1.6 million+ consumers joined Soldier Parade application on Facebook with 7 lakh+ fans added

Creative Execution

Airing on TV wasn’t enough to get nation talking & hence, social media was chosen where conversations could happen. Soldier-for-Women video was launched on YouTube & our entire media was linked to it. Facebook drove traffic to the video with Soldier-for-Women app. to pledge & support the cause. We urged men to imbibe and exhibit qualities of a soldier & to pledge support via #soldierforwomen, #istandup on Twitter. A serious professional networking site LinkedIn was used for a serious cause of recruiting soldiers online. The blogger outreach program ran contest on “Men of Honor”, where women were urged to share stories of common men who made a difference by displaying Soldier values which were showcased on social media. Ex-President of India, Bollywood celebrities, Sportsmen and eminent speakers came forward in support of the movement which was promoted on Facebook & Twitter. The campaign was amplified across I-media & I-video platform

Insights, Strategy and the Idea

The recent cases of violence against women had the country outraged. A few bad incidents had maligned the image of the entire male fraternity. Gillette, India’s leading male grooming brand wanted to go beyond the product and send out a social message urging men to carve a path towards hope & support the most important battle of the nation: The fight against Eve Teasing. The Challenge was to re-instill faith in men by showcasing the good and encouraging all to be a Soldier and Stand up for Women because only when you respect women, you respect the nation. Our Task: How could we make this initiative from Gillette to be the most talked about topic in India? Gillette released a thought provoking film which made an appeal to the nation. To be a Soldier for Women. To stand up & respect women.