Title | SOLDIER FOR WOMEN |
Brand | PROCTER & GAMBLE, INDIA |
Product / Service | GILLETTE |
Category | A09. Best Use of Social Media Marketing |
Entrant | MEDIACOM 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 |
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 |
•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
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
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.