The timing of the new Gillette campaign, The Best Men Can Be, encouraging the good men to step up and out because the future is watching, comes just days before the 2019 Women’s March. If you haven’t watched the ad itself, check it out:
— Gillette (@Gillette) January 14, 2019
It has created an uproar, but also a bridge between men and women. This type of ad is a vehicle to visibility not only for the Gillette brand itself, but in the type of conversations it sparks. Brands are aware that loyalty from their consumer is more valuable than ever and often people want to know where brands stand on the important issues. The #MeToo movement invited brands and companies to the table to join the conversation, and many showed up. Let’s look at the social data of the recent Gillette ad campaign using Sysomos Search to see what the response was on Twitter.
Since January 14, when Gillette first released their new ad campaign The Best Men Can Be, there have been 2.3M Twitter mentions surrounding it from over 2M Twitter users. No matter what, Gillette can certainly say their new ad created engagement on the social front.
The Gillette tweet itself has received over 210k retweets with 47k responses and 508k likes on Twitter as of Thursday morning. One key metric that I like to look at with tweets like this one is the twee life. The Sysomos platform allows you to see the virality of a tweet using this metric. The half-life metric demonstrates the elapsed time between the original tweet and the retweet that represents the midpoint of the total spread. For this particular tweet the maximum number of retweets that were analyzed was 3,112. Of those 3,112 retweets we looked at the time between the original and it’s 1,556th retweet, which gives us the half-life results. We can see that the 1,556th retweet came in 1 day and 9 hours after the original. If we look further to the 80% life of this tweet, which is the 2,489th tweet in our sample, it came just 2 days and 2 hours after the original. All of this data shows that it circulated quickly and went viral in a short period of time. Below are a few of the most retweeted tweets that were sparked from this ad campaign.
THIS is how you use your brand. THIS is how you engage with your audience. Gillette being aware of mostly having a male audience and using their influence as a global brand to make a change for the better. other companies take notes pic.twitter.com/KCdxKDLji0
— laq saw endgame (@spidervesre) January 15, 2019
Ads for women: Be thin, be thick, love your body, your boobs look bigger in this, dye your hair, embrace your grays, these pants are slimming, be feminine, wear makeup, look natural, hide your age…
Gillette: Men should be less shitty.
Men: Don’t tell us what to do!
— The Volatile Mermaid (@OhNoSheTwitnt) January 15, 2019
I mean, it appears that Gillette isn't a good product for sensitive skin after all.
— SnittyGrappleHat (@Popehat) January 15, 2019
If you're a man who's outraged over a Gillette ad that encourages men to not be horrible selfish pricks PLEASE let the rest of us know who you are.
— John Fugelsang (@JohnFugelsang) January 15, 2019
As the hours and days pass you can see the activity of the tweets related to Gillette and their ad. It’s also important to note that before the tweet, Gillette had about 105k followers on Twitter and by Thursday morning that number had jumped to 127k followers.
In terms of trends around the Gillette ad, I thought it was interesting when looking at the word cloud that women are only mentioned once. Though men, boys, and behavior are consistent words that appear in this conversation.
It’s also encouraging to see that the hashtags that coincide with this ad on Twitter are relatively positive for Gillette, with the exception of the boycott hashtags. Anytime a brand takes a stance on an issue, the consumers that don’t agree denounce the brand and their products in a grand gesture. Some of those examples are shared below.
— Nick Hinton (@NickHintonn) January 15, 2019
— italo (non il treno) 🇮🇹 (@marioamatucci) January 17, 2019
As we dig into the social data of the Gillette campaign we can look to trends and demographics to tell us a bit more about the response. People love to use emojis to express what they’re feeling. It’s safe to say that the top 3 emoji’s used when tweeting about the Gillette ad are pretty positive. Speaking of sentiment, when we look at the positive and negative mentions, the conversation is 63% positive on Twitter. Of that conversation on Twitter, 61% of it is made of up men and 39% women. Men are doing exactly what Gillette had hoped they would and that’s to create a conversation. While many news headlines will tell you that the response has been critical of Gillette, the social data from Twitter suggests something different.
Gillette is not the first male centric brand to tackle masculinity in the era of the #MeToo movement. Keeping it in the razor family, Schick and Harry’s created campaigns in 2018 that were also geared to put a positive spin on masculinity and what it means to be a man today. Schick created the The Man I Am campaign which encouraged men to be comfortable in their skin and to be themselves. Harry’s unveiled their A Man Like You ad which focused on what a real man. From these three ads we see masculinity in 3 ways: good, confident, and real. It’s evident that these brands and others like it are looking to amend the lens of how we view masculinity today.
I thought it would be helpful to look at each of these campaigns next to each other. In comparing them we could possibly learn more as a collective. As for the dates, I used the first three days of each campaign to show an accurate comparison. However, the results were so one-sided with Gillette taking on the entire voice in this comparison that the data was invaluable.
It’s clear that Gillette takes their ad campaign to a level that Schick nor Harry’s could make and that’s to highlight the good in men, the accountability that men must place on each other to be good men because the little boys of today are watching. As a mom to a 1-year-old little boy, I applaud Gillette for creating this campaign, committing to encourage and bring out the best in people, not just men.