#TheBestMenCanBe: Gillette’s initiative during #MeToo

The #MeToo movement saw a fall of very high profile celebrities, politicians and businessmen around the globe. A brand that is highly associated with masculinity and getting the best from its product, took it upon themselves to use the leverage of the brand recognition by starting a social media campaign that focuses on “Gillette committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation”.

As the brand has promoted its tag line “The Best A Man Can Get” for over 30 years, it decided that to stay true to its values and carry on the tagline's tradition it needed to socially and publicly begin a awareness campaign and donate to non-profits to show to its consumer, investors and employees that it cares about the social environment and since their brand's marketing campaign focuses on the personality of the man that is currently under threat in a toxic environment due to wrong actions of individuals it took the courageous step to launch such a campaign.

Although reactions to this campaign revolved around the opposite ends of the spectrum, the #BestMenCanBe social media campaign garnered over 1.5 million mentions in the first 24 hours. This goes on to show that if a brand like Gillette uses the right campaigns on social media, it can spread the impact and the awareness of corporate social responsibility efforts that are directly tied down to the brand's heritage and its the products.