Campaign India Team
Feb 01, 2019

Talkwalker’s Battle of the Brands: Gillette Vs Dove (Part-2)

The second part of a weekly section on brand chatter in the social space

Talkwalker’s Battle of the Brands: Gillette Vs Dove (Part-2)
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. It analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data. This is the second part of the social media battle between personal care brands, Gillette and Dove.
Hashtag themes: Gillette
What’s this spike about? We investigated the most common hashtags used with the help of our tool.. Here we can see #TheBestMenCanBe is the hashtag that has been gaining most traction. This is a tagline from their latest campaign, which has sparked off major conversation around the world, both online & offline. Seeing as a hashtag such as #BoycottGillette following in use close behind, gives some indication as to how well the campaign is being received.
Hashtag themes: Dove
Dove, who have also experienced their fair share of mixed reviews towards various campaigns - has a cloud that consists of many environmental and sustainability hashtags like #nopalmoil #ActOnClimate for 2018. Despite these slightly concerning hashtags, #LetsBreakTheRulesOfBeauty, #RealBeauty and #BodyPositivity obviously dominate the conversation around their brand on social, as the volume of these hashtags are far greater. Thus when it comes to comparing the welfare of their hashtag themes cloud - both Dove & Gillette have some concerning themes hovering around their brand. However the volume of #BoycottGillette is much louder and alarming, than any of Dove’s negative hashtags.
Global Reach:
It is very exciting to witness the momentum of a viral hashtag and to track where it originates and spreads online. Taking a closer look at #BoycottGillette in particular, you can see how it’s virality is concentrated in the US - 64% of the total share of mentions. This makes sense as the campaign was released in the US, for a US audience. Interestingly enough, the country to follow suit owning 10% of the online conversation is in fact India. 

The new ad has obviously travelled through the social space and hit home here too as many can't seem to stomach social declarations coming from a 'razor brand'. This showcases the global impact a hashtag can reach through social media and the lack of control one can have once it is viral. 

Gillette clearly have some shaving, sorry saving to do! 
Also read:


Campaign India

Related Articles

Just Published

13 hours ago

IPG Mediabrands launches global ecommerce unit ...

In India Interactive Avenues - A Reprise Network Company will lead the ecommerce offering

18 hours ago

Twitter ad revenue bolstered by return of events

Advertisers return to Twitter as product launches and live events begin to resurface worldwide.

18 hours ago

Amazon triples net income, nears $100 billion in ...

International operations turned a profit of $407 million, while revenue for the company's 'other' category, which is mainly its advertising services, grew 50% year over year.

18 hours ago

Facebook ad revenue boosted by commerce uptick

APAC led user growth, as Mark Zuckerberg said Facebook benefits from people and businesses "relying" on its platforms to stay connected and make money during Covid-19.