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More and more companies are building campaigns to get that emotional connection to its customer. Some powerful and successful ones include:
In 2017 Procter and Gamble shared a powerful 2 minute film called “The Talk” which showed African Americans children having conversations with their parents and what they have deal with based on the colour of their skin. Procter and Gamble opened up the conversation and ended the video with “It’s time for Everyone to #TalkAboutBias and set-up a community page called My Black in Beautiful. The campaign video has over 2. 3million views and got people talking all over social media using #TalkAboutBias. The video also won an Emmy. This campaign had no mention of any P&G product, but showed they cared, want to make a change by calling out prejudices. It gave people a voice and an opportunity to share their story.
In April 2017 launched their “Worlds Apart” campaign. It shares a video where real people are brought together with opposite social views and beliefs. These people were put together in pairs, before knowing their viewpoints, were given a team building exercise to complete. Following that exercise, they were shown videos featuring the other person sharing their differing views and then were given the choice to share a Heineken and talk about their differences. All pairs choose to have a beer and discuss. A very clever and real campaign. It achieved 3 million views within the eight days of it launching and over 50, 000 shares in the first month with the #OpenYourWorld trending. Today it has almost 15million views on YouTube. Heineken took people’s differences and put people behind them and showed some human kindness outside of their own views. Within the 4 minute video it went from extremely different views to real human compassion and told a powerful story of it doesn’t matter what you are or believe people can still be kind and communicate.
In February 2017 Airbnb launched a campaign showing faces of people from a variety of backgrounds with text showing their support and acceptance of all people. Just a 30 second video shared on their YouTube channel with 5 million views and Instagram page with 100k views with in the first month. It also aired on TV during the Superbowl and while not directly stated, this was just a few days after Donald Trump imposed a travel ban on citizens of Muslim-majority countries. The #WeAccept garnered attention on social media platforms and included celebrities and politicians including American Footballer Joe Montana and US Secretary of State John Kerry sharing their views using #weaccept.
Airbnb, while well prepared, timed this campaign well and capitalised on the trending topic of the Trump travel ban. The campaign told a story by putting real faces and strong words like “we all belong” and putting it back to people that acceptance starts with us all. It showed that Airbnb cares about people and are not afraid to challenge real issues.
Like the River Island campaign, the above 3 campaigns show that they care and all tell a powerful story that resonates with people and one they want to talk about. It all links back to what Philip Kotler says in his book Marketing 3. 0 about touching the human spirit and truly making a difference in people’s lives.
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