Video can be a dramatic way for companies and organizations to support causes and align themselves with issues related to their brand message. Addressing an issue that is important to your target audience is a sure-fire way to establish yourself as a trustworthy brand, which is of paramount importance in today’s consumer driven society. Commercial videos reflecting serious issues are on the rise, and viewers can’t seem to get enough.
Pantene provides a great example of targeting an issue that is close to the heart of their target audience. They’ve managed to create a whole marketing campaign around #ShineStrong. This video posted last year has been viewed over 46.5 million times.
Addressing the relevant issue of labels being used against women, Pantene has become a brand ambassador for the empowerment of women, and gender equality. While their goal will always be to sell hair products, by appealing to their target audience of women through broaching a serious issue, they have positioned themselves as a trustworthy brand. They’ve continued their video presence in this campaign with “Not Sorry,” another video that has gone viral with over 10 million views in just over a month.
Pantene depicts how women apologize all too often, and should instead feel empowered to be in control without the need to apologize about it. Following up their first #ShineStrong video with a creative statement on women in their daily environment. Creating a relatable commercial for their target audience is a key part of their campaign.
Aligning your brand with an issue or cause can be a risky move, but if it’s something you believe in, and it accurately represents your corporate personality, it can serve as a great tool to connect with consumers. Before jumping in, make sure you do your research; learn as much as you can about why the issue is important to you and how it affects your customers. Video can be a compelling medium when used to take a stance on an issue.
What issues directly affect your target audience?