Gillette Venus launched a new campaign #WhatsYourRepeat to salute ‘real’ women who work hard and do what they truly love. Through this campaign the company conveys the message of ‘Doing what you love on repeat’ and shows the daily hustle of women from different backgrounds and how Venus Breeze is a constant companion.
They used popular young women who are following their passion. They collaborated with women influencers and asked them to share their story of daily grind.
While their commercial featured Ananya Pandey(actress), Daman Raj (Badminton player), Barbie Rajput(musician) and Srishti Tehri (Travel influencer) they also collaborated with various women achievers such as Prajakta Koli (Youtuber), Jannat Zubair (TV actress), Tanvie Hans (professional footballer), Neha Sharma (doodle creator and illustrator) and many more to speak about their daily hustle and what they really love to do on repeat.
The main purpose of the campaign was to show how ‘real women’ hustles daily and do what they love on repeat. To create brand and product awareness and linking Venus ‘Breeze’ USP of delivering ultra-smooth shave on repeat. Gillette Venus India does not have their own website and they were redirecting their audience from YouTube to Nyka, which points out towards increasing the sales. It also tries to develop customer relationship by questioning women what they do on repeat!
The ad features women from different backgrounds and shows them in their true metal. Moreover, in their social media campaign they invited women achievers from various background and showed their daily action creatively. Also, the campaign involved almost all girl team putting the action together with rapper Raja Kumari behind the soundtrack.
The TVC ad posted by Gillette Venus India garnered 7500 views on YouTube, 114000 views on Instagram and around 2000 views on Facebook. Gillette Venus India replying to various doubts and questions of the audiences on their TVC post boosts the engagement and trust of the audience which is a smooth move. But Gillette Venus India didn’t promote the #WhatsYourRepeat hashtag on their own social media channels and relied completely on influencer marketing campaign.
The team has done justice in their selection of women influencers from various backgrounds and showing them in their truest forms. It brings a REAL feel to the campaign as they include real Women achievers and it just delivers. With social media involvement it motivates others to tell their daily hustle and the movement goes on.
Lets see how each influencer performed.
|Jannat Zubair Rahmani||558,230||
Final verdict, its was a short term activity but with the amount and time invested in the influencers it could have created more buzz. Brand social media channels could have used the influencer content better to pro long the conversations but it seemed very reluctant in pushing the campaign.