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Procter & Gamble backs up its video claims through social elements

P&G #weseeequal

P&G's video

Procter & Gamble is weaving together a story from user-generated viral video with its own ad content for a social media campaign that aligns its brand with an important social issue. 

In line with Women's History Month and International Women’s Day, P&G is sharing a video on social media that shows off the one thing that all its brands have in common—support for gender-equal rights. The video is paired with hashtags and added social content to keep the conversation about gender equality going, but unlike some other social issue campaigns from brands, P&G business backs it up. 

“We’re sharing #WeSeeEqual in celebration of International Women’s Day,” said Tressie Rose, associate director of media relations and social media, global company communications at Procter & Gamble. “It is a message of our aspiration to create a better world for everyone – a world free of gender bias with equal representation and an equal voice for women and men.”

Back it up
P&G made the Top 60 companies for Executive Women list from the National Association for Female Executives due to its maternity leave policy, equal pay and equal opportunities for promotions. 

To celebrate Women’s History Month, the brand has launched a video to put the focus on gender equality that brings together all its brands. 

This is not a one-time fluke for P&G. The parent company has a wide range of ongoing campaigns in support of women, young girls and gender equality under various brand names. 

For instance, the feminine hygiene products brand Always’ has its #LikeAGirl campaign, P&G’s deodorant brand Secret has its Stress Test and hair care product Pantene has #StrongIsBeautiful. Leveraging social media for these campaigns is important to keep the conversation going and create an interactive dialogue with consumers. 

Always brand shared a new mobile video campaign that called for emoji keyboards to include more powerful icons of women rather than embracing gender stereotypes, reflecting the significant role the messaging symbols play in young consumers' lives. 

The branded campaign hoped to empower young girls going through puberty, who tend to be big users of emojis, through a mobile video that calls for a change in the limited keyboard. The Always video featured a variety of girls voicing their opinions of how women emojis are only featured without careers, in a bid to create an image of the brand as an important figure in women empowerment (see more). 

P&G's equality 
P&G’s #WeSeeEqual ad features recognizable viral videos that show off the differences in its wide range of consumers—each one representing P&G’s statement that follows. 

For instance, the opening clip shows a dad hugging his toddler daughter while lying in her crib while the iconic song “What’s up” plays. P&G text appears in the brand’s iconic font reading, “Hugs don’t care who give them.” 

Another shows a clip from P&G content of a young girl completing a mathematical equation with pencil and paper in school. Text appears reading, “Equations don’t care who solve them.” 

The rest of the video follows this same format until it ends with a clip from P&G’s Secret Stress Test ad that shows a woman talking herself up in the bathroom to ask her boss for a raise. P&G concludes the video with text that says, “Equal pay doesn’t care who demands it. At P&G #WeSeeEqual,” followed by a series of P&G brand logos. 

“We hope #WeSeeEqual will continue to start conversations, which we believe has the power to create change as we’ve seen with some of our brand campaigns such as Always’ #LikeAGirl, Secret’s Stress Test, Ariel’s #SharetheLoad, SKII’s Change Destiny, Pantene’s #StrongIsBeautiful, etc,” Ms. Rose said. “We are sharing #WSE on our digital and social channels across the globe and with our employees with the goal to continue to spark conversation.”

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

Related content: Video, mobile marketer, procter and gamble, p and g, always, secret, equality, womens day, national womens day, social media, hashtags

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