Personal care brand Gillette increased its engagement with local audiences by migrating to a content strategy that focuses on publishing lower volumes of higher-quality, relatable videos across social media platforms. The move is part of Procter & Gamble’s (P&G’s) wider strategy of delivering meaningful content and creating “less noise.”
P&G, which owns the Gillette brand, has enjoyed success in several Asian markets this year with an emphasis on content that plays into the cultural references of each country. Gillette’s NSman campaign in Singapore, for example, was the most-watched clip on YouTube during the first half of the year. The campaign celebrated the milestones of both 30 years of P&G in the country and 50 years of Singaporean National Service.
“We found that instead of just talking about Gillette as the best razor, we had the unique opportunity to link it to a core idea that resonates strongly with Singaporeans,” P&G’s Utkarsh Mohan said. “It was about bringing together a compelling story that stirred a deep sense of pride among Singaporeans.”
Going global with localised content is a great way for brands to raise awareness and interact with customers in different markets, as it can evoke certain emotions that broader campaigns miss out on. Mohan added that a core idea of shared common experiences among generations in a particular country can make a brand more relatable. P&G also worked with local celebrity and director Jack Neo to strengthen the “local flavour.”
P&G’s recent success has also been driven by a more minimalist approach to content marketing. The multinational manufacturer was previously producing “thousands” of tweets, posts and ads but realised that the added noise was detracting from its core message. A focus on higher-quality articles, news and videos has also strengthened its brand identity and resonated strongly with its target audiences.
Gillette is now aiming to pursue more creative ideas. Mohan concluded: “This is our challenge; this is what we aspire to do across our brands. We hope to continue strengthening our content offering and transform the way we connect with our consumers in locally meaningful ways.”
