It had a lasting impression as people continued posting about it long after the video ad had stopped running. Gillette used the hashtag #TheBestMenCanBe to start conversations on social media and attract new audiences who may have not engaged with their posts before. In doing so, they struck a nerve with their target audience who related to the issues. Gillette acknowledged their past failures to move forwards.

The ad amassed over 36m online views and their Twitter campaign received thousands of likes and retweets thanks to its discussion and sharing potential. The brand has even committed $1m a year for three years to non-profit organizations that help men achieve their best. Gillette has centerpiece stories on their website that accept and normalize challenges that many men struggle with.

The multichannel marketing campaign includes #TheBestMenCanBe on Instagram and Twitter. The ad boldly challenges gender norms while acknowledging Gillette’s previous shortcomings. In the ad, “We Believe: The Best Men Can Be” Gillette confronts toxic masculinity while humbly pointing out that their slogan of 30 years “The Best A Man Can Get” was indeed part of the problem. Gillette took a specific social issue, spun a powerful message, and built it into their brand narrative. Incorporate storytelling into your campaigns to make them more memorable. Show that you care about the challenges your audience faces and set yourself apart from the competition. Key takeawayĮthical consumerism is growing. The ad received over 11 million online views thanks to its bold stance on social issues that will shape the brand’s story in the coming years. By remaining entertaining and using visuals and songs that remind users of original Lego adverts, it appeals to both older and younger audiences. The ad centres on the “rebuild” narrative to encourage people to think about how to improve themselves and their surroundings. As you watch the ad, you casually notice several themes framed within the backdrop. In their ad, Lego looks beyond the toy industry at global challenges. Recently, the Danish toy company launched their first marketing campaign in 30 years. Lego was made for creative advertising (as well as building things).

Digital activation campaign