Men's brands striking the right conversations on social media

Gillette, Garnier Men & Royal Enfield have effectively engaged the hard-to-please young men TG with social media campaigns that go beyond brand promotions

e4m by Priyanka Nair
Updated: Jul 19, 2013 12:52 PM
Men's brands striking the right conversations on social media

Social media is gaining significance as a platform to engage various audience groups. A sizeable chunk of the population on social media is males. As per various industry reports, 84 per cent of young men and 65 per cent of older men are on social media and this segment continues to be on an upward spiral.

Given such significant numbers, can brands targeting men be far behind? While there is no dearth of brands engaging their TG on social media, some brands targeting young men have been undertaking impressive campaigns on social media. exchange4media takes a look at three recent campaigns.

Gillette India’s sporting campaign
Gillette India recently initiated a social media campaign, titled ‘Return to Sports’, in association with Tenvic. Tenvic is a sports training and consulting company co-founded by former cricketer Anil Kumble.

With this association, the brand aims to bring together men who want to learn a particular sport, but have not received any formal coaching, or simply want to get in touch with their favourite childhood sport. Through Return to Sports, men can learn the basics of their favourite sport for free through a combination of manuals and videos created by Kumble’s team at Tenvic, with inputs by sportspersons such as VVS Laxman, Prakash Padukone and Sharath Kamal.

The campaign is being aggressively pushed via the social media platforms of Gillette. This association also brings together online listings of some of the most popular sports facilities across eight cities, along with information on rates, membership rules, facilities available in each facility, user ratings and reviews. All the information is maintained on a microsite created especially for this campaign. The social media push is focused on user engagement, wherein users can share their experiences and get involved in a number of other activities as well.

Garnier Men lights up villages
Garnier Men’s campaign is more skewed towards social service. The men’s personal care and grooming brand launched the ‘PowerLight A Village’ campaign a few months back, in collaboration with Project Chirag. An initiative digitally executed by FoxyMoron to provide electricity to remote villages in India, the PowerLight A Village campaign aims at creating awareness among consumers to contribute through their pledges on social media and be part of a movement that will help Garnier Men in the identification and electrification of villages across India using solar power.

The main premise of the PowerLight A Village campaign is that every action made online will be translated into actual energy donation on-ground in the villages.

Villagers will be provided with one solar lamp that also has an in-built mobile charging unit, one solar tubelight and one solar panel to charge the lamp. In a country like India, which receives 300-325 sunny days a year, these units would help villages get continuous supply of electricity.

Project Chirag has been championing the cause of rural electrification and has been instrumental in providing electricity to over 125 villages across the country. Through social media, Garnier Men aims to reach out to more than a million consumers and encourage them to participate in the campaign. PowerLight A Village is an extension of the ‘Men Who Matter’ initiative and is driven via digital media, allowing the two million fans of Garnier Men on Facebook to contribute virtually to the electrification drive. Every like, share and comment will contribute a predetermined unit of energy.

Royal Enfield’s odyssey
The Royal Enfield Facebook page, launched in July 2010, has covered several milestones in the three years of its existence. The brand recently created a buzz on its social media platform on two of its interesting activities.

Royal Enfield has initiated an online contest that will offer one winner a Royal Enfield Desert Storm bike, the very same one used by actor-director Farhan Akhtar in the recently released movie ‘Bhaag Milkha Bhaag’. The content is being pushed heavily on social media platforms.

Participants need to write about an Odyssey, which should portray the same amount of zeal, determination and sacrifice, which were the key elements displayed by athlete Milkha Singh throughout his life.

Meanwhile, the motorcycle brand also created interesting social media conversations around its ‘10th Royal Enfield Himalayan Odyssey’, which was conducted from June 22 to July 8.

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