DEVELOPING A VALUE SYSTEM

© Andreas Munzel

DEVELOPING A VALUE SYSTEM

Dove’s Real Beauty Campaign in 2014

2

© Andreas Munzel

Dove’s trouble in October 2017

3

DEVELOPING A VALUE SYSTEM

© Andreas Munzel

Dove’s Courage is Beautiful Campaign in April 2020

4

DEVELOPING A VALUE SYSTEM

© Andreas Munzel

Gillette’s We Believe Campaign in 2019

5

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.

6

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

9

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

nce

r

Se

nti

me

ntV

olu

me

Online social media

1%