Home >> Digital >> Article

Men's brands striking the right conversations on social media

19-July-2013
Font Size   16
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.

Click here to watch the video...

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

Guest Column: From expecting the unexpected to the importance of team work, Sharma explains what PR professionals can learn from the football world cup

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns