Procter & Gamble’s “My Black Is Beautiful” campaign showed that if a advertisement touches the viewers heart, they are more likely to talk about it and create conversation on social media.
The two-minute #TalkAboutBias commercial called on consumers to discuss and end racial bias. Throughout the emotional clip, we see African-American mothers teaching their children to believe in themselves despite prejudice.
P&G’s #TalkAboutBias spot has garnered nearly 1 million views, 16,000 reactions, 19,000 shares and 4,000 comments since its Facebook debut in late July. On YouTube, the commercial spawned a number of reaction videos, and the #TalkAboutBias hashtag trended on Twitter.
That’s one well-executed campaign. But many marketers become so consumed with the functionality of social platforms that they forget that social is simply an enabler. Analytics features help them share in targeted, automated ways. However, social tools are only as effective as the content you create.
P&G’s campaign works because it speaks to an ongoing concern in American society by empathizing with the afflicted and reaching for viewers’ heartstrings. In today’s data-driven marketing environment, social advertisers often become so fixated on the numbers and analytics that they forget they’re talking to fellow humans. However, emotions drive 80 percent of people’s decisions.
Stats alone will not help brands reach their audiences in meaningful ways. In fact, the combination of people-centric messaging with consumer analytics has the potential to drive a new era of emotionally resonant, high-performing ads.
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