品牌應當引領全球改變嗎?

隨著越來越多品牌預期開始承擔社會責任的議題並接受在社群網站上短暫的抵制。 As more and more brands take on social issues, acceptance of short-term backlash, particularly through social media, will be par for the course.

廣告最主要的目的是引起消費者的共鳴。廣告主的工作是了解如何運用不同媒介來與消費者溝通。近年來,寶僑旗下品牌 Gillette(吉列)刮鬍刀選擇運用它的影響力來解決過去十年來受眾關注的議題同樣清楚地是這些正面的反應並不是全球一致的也不是在廣告播出後就立即得到的,因為在 YouTube 上有累積超過一百萬個不喜歡。在影片發佈的幾天後,有36%的消費者對於這支廣告產生負面情緒和僅有16%的消費者給予正面回覆。

It is the job of advertising to elicit a reaction from consumers. It is the job of advertisers to plot the course on how to do this. Recently Gillette has chosen to use its significant reach to address an issue that has been increasingly at the forefront of people’s thoughts. One thing is clear: this choice certainly elicited a reaction, and not one that is universally or immediately positive as evidenced by the over one million dislikes on YouTube. A sensitive analysis of social media commentary by Ipsos shows 36% negative, compared to 16% positive, about the campaign in the days following its release.