A Case Study of Procter & Gamble 17 Day Advertising

I once saw an advertisement in Weibo without mentioning its products from beginning to end. They just asked adolescent boys, girls and younger girls a few questions. Once the short 3-minute advertising video was launched, it caused great repercussions on social networks, with more than 20 million hits! And won the best public relations award, one of the highest honors of Cannes International Creative Festival on 20 15. This advertisement not only swept to China from abroad, but also won the praise of netizens in many countries. That's the brand of P&G-Hu's Like a Girl. Why did the whole advertisement not mention its own products, but let its own brand gain such strong communication power?

At the beginning of the video, I found several adolescent boys and girls and asked them to run like girls. Hearing this instruction, they all made a coy, unconfident and uncoordinated running posture to show that they acted like "girls".

Then, they gave the same instructions to the young girls. Surprisingly, these girls tried their best to run forward with a strong posture.

From this set of real experiments, we can see that the social phenomenon behind it is that when we describe others as weak and incompetent, we often say to TA: You are just like a girl! In other words, you are as weak as a girl. This sentence sounds more like a humiliation of gender and a stigma of the word "girl". It seems like a joke, but it has a certain impact on girls. When did pretending to be a girl become an insult? When did "girl" become a derogatory term?

The outside world always thinks that girls are weak and insecure because they lack courage and courage. All this is more about the prejudice of adults or men against "girls" and is discriminatory to a certain extent. Procter & Gamble wants people to see the girls' bravery and tenacity through this shooting technique. Break the outside world's misunderstanding of them and tear off the labels attached to them by the outside world.

This behavior has also been echoed by many netizens, and many netizens have expressed their warm support! Because there are many women's deja vu experiences in the advertisement, Hu's defense of the girls this time has made the audience have a great sense of identity with this brand!

After the adolescent boys and girls finished the explanation, the photographer began to ask: Do you think this will offend girls? Hearing this question, they began to suddenly realize that they actually had a rigid prejudice against the word "girl".

When girls are developing, they are easily influenced by negative comments from outside. And these evaluations are very important for the growth of girls. They are likely to become inferior and introverted because of these public opinions. Hu wants to speak for his audience and fight back against men who despise and insult women through this kind of advertisement. This way not only gives the audience a new understanding of the brand, but also expands the influence of the brand and better enhances the brand's sense of value.

By advocating the concept of equality between men and women, Hu actually fits her product positioning. Because sanitary napkins originally represent the physiological differences between men and women. Girls will experience menarche during their development, which means that girls' bodies undergo changes during adolescence, accompanied by a series of psychological fluctuations.

Under such changes, public opinion is likely to have a certain negative impact on their growth. This advertisement also wants to encourage girls to be strong and brave! When people tell you that you look like a girl, tell them with your actions that you are wrong and you are right! This time, P&G's advertisement is also very thoughtful. They are more aimed at young girls, hoping to build brand loyalty from their childhood. Externally, Hushubao's slogan of providing all-round protection for women at different growth stages has also been favored by more consumer groups.

From the audience's point of view, P&G has an insight into their current social phenomenon-becoming the initiator of the whole incident-shaping the heroic image of advocating women's equal rights and gender equality-creating the topic of the incident-and then giving voice to the audience-mobilizing more people to participate in it. It is not only a glorious representative of a heroine, but also makes the brand more valuable! As can be seen from the click volume and the public opinion of netizens, skincare treasure undoubtedly played a very beautiful advertising war!