developing a value system
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DEVELOPING A VALUE SYSTEM
© Andreas Munzel
DEVELOPING A VALUE SYSTEM
Dove’s Real Beauty Campaign in 2014
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© Andreas Munzel
Dove’s trouble in October 2017
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DEVELOPING A VALUE SYSTEM
© Andreas Munzel
Dove’s Courage is Beautiful Campaign in April 2020
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DEVELOPING A VALUE SYSTEM
© Andreas Munzel
Gillette’s We Believe Campaign in 2019
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DEVELOPING A VALUE SYSTEM
© Andreas Munzel
Toxic Masculinity
Masculine norms in society:
• expectations that boys must be active, aggressive, tough, daring, and dominant.
Why is it ”TOXIC”?
(1) It shapes men’s behavior towards women.
(2) Conformity to those norms is bad for men’s mental health.
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DEVELOPING A VALUE SYSTEM
Source: Flood, M. (2018): Toxic masculinity: A primer and commentary, https://xyonline.net/content/toxic-masculinity-primer-and-commentary
© Andreas Munzel 7Source: EngagementLabs (2019): 360° Social Analytics - Going beyond social media to grow brands, p.2.
DEVELOPING A VALUE SYSTEM
Gillette’s We Believe Campaign in 2019
© Andreas Munzel 8Source: EngagementLabs (2019): 360° Social Analytics - Going beyond social media to grow brands, p.2.
DEVELOPING A VALUE SYSTEM
Gillette’s We Believe Campaign in 2019
© Andreas Munzel
WHAT DRIVES SALES, VOLUME OR SENTIMENT OF BUZZ?
Research Insight
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Percentage of total social impact on sales
15 %
2 %
18 %
29 %
Bra
nd
co
nte
nt
shar
ing
Infl
ue
nce
r
Se
nti
me
nt
Vo
lum
e
Off-line word of mouth
Source: Fay, B., Keller, E., Larkin, R., & Pauwels, K. (2018): Deriving value from conversations about your brand, MIT Sloan Management Review, 60(2).
1 %3 %
22 %
9 %
Bra
nd
co
nte
nt
shar
ing
Infl
ue
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r
Se
nti
me
ntV
olu
me
Online social media
1%
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