Gillette redirects users who search questions to ask their fathers
By Brielle Jaekel
June 7, 2016
Gillette's Shave Club box
Procter & Gambles shaving brand Gillette is attempting to bring fathers and sons back together for Fathers Day by intercepting mobile and online how-to searches and targeting them with ads that prompt users to ask their fathers instead.
Gillettes mobile video is promoting its Shave Club program through a unique targeting experience that attempts to bring back the old-school how-to technique of simply asking your father. The video ad shows examples of young men trying to learn things from the Internet and compares the experience to having their dad show them and is being shared to young men searching how-to questions online.
Starting today through Fathers Day, Gillette Shave Club will be placing ads against top how-to related online searches including shaving, as well as non-shaving specific terms, e.g. how to change your oil, etc., said Barbara Diecker, communications manager at Gillette.
The mobile-enabled video ads are targeting users looking for how-to answers online and instead reminding them that they can just ask their father. The idea is to target dads and sons whose dynamic has changed over the years thanks to mobile and the Internet, with young adults simply searching online for answers instead of asking their elders. The Go Ask Dad video
The targeted ads appear as sponsored posts within search engines to those who have searched for how-to terms related to shaving and other things you can learn from your parents, leading up to Fathers Day.
Gillettes Go Ask Dad video showcases numerous young adult men from different backgrounds while attempting to learn tasks such as shaving, tying a tie and talking to girls. The boys first try to teach themselves by looking up how-to videos and information online.
Then the boys fathers arrive and help them in a more effective manner in a heart-warming moment, reminding kids to ask their dads for help. A Father shows his son how to shave in Gillette's new video
Go Ask Dad campaign is tapping into the father-son tradition of the first shave and is promoting subscriptions to its Gillette Shave Club and Fusion ProShield product.
Search powered pushes
Mobile search is growing as an effective tool for marketers. Googles test of directly publishing content into mobile search results is a potentially significant change that puts greater narrative control in marketers hands while boosting the impact of voice search (see more
Similarly, Anheuser-Buschs Bud Light brand joined forces with Googles search function to sponsor National Football League-related content ahead of last falls season in a bid to capture the attention of football fans via second-screen additive experiences on mobile (see more
[The campaign is] driving people to our Go Ask Dad video encouraging them to turn to their dads for advice, Ms. Diecker said.