1. My Soldier Parade
Campaign Study and Analysis

2. Campaign Info
• Client: Procter & Gamble
• Brand: Gillette
• Region: India
• Audience : 18+ Male
• Category : FMCG
• Platform : Website, Facebook, Twitter &Youtube
• Language : Microsite
• Duration : November- December, 2011

3. Why
Gillette wanted to connect to the audience on Social
Media via a strong message which was social and
integrated with their brand. Thus a need for recognizing
the Soldier in every Individual in this Country evolved
with the core communication as “Gillette Salutes the
Soldier in You”

4. Social Media Objective
• Support the brand’s mainline campaign “Shave For The Soldier”
• Create awareness for the redesigned product packaging
• Create awareness about CSR initiative taken by the brand
• Deliver the brand’s message “Gillette Salutes The Soldier In
You”

5. The Situation
• Facebook Fan Page base of 1.6 Lakhs
• Gillette’s “Salute the Soldier in You” Campaign to be supported
by a online movement

6. The Blind Spot?
• Raise awareness about “Shave for the soldier”
• Interest people to be a part of CSR campaign
• Need for not just engagement but entertainment as well

7. So We Thought..
• Connect Gillette and Shave for the soldier with audience
through their friends
• Create a visually and contextually impactful social network for
people to unite with common cause
• A network where people can create their own parades against a
cause and get fellow friends and like minded people to
participate as well

8. To Leverage..
• Engagement with existing fan base
• Increasing reach of the “Salute the Soldier in You” Campaign
• Associating brand recall with new touch points
• Platform for social cause engagement

9. Therefore.. MySoldierParade.Com

10. How It Worked
• Fans paraded for a cause by
uploading an interactive video
• They got their friends to
participate as well
• 400,000 People participated in
it in about 3 weeks

11. Microsite Flow
Step 1: Users to choose a Social Network to
create a Parade

12. Step 2: Users to Create a
Parade by describing the
cause
Step 3: Users to select four
commanders for the parade who
will be heading the parade with
them

13. Step 4: Users to select these four
commanders as four friends and
drag their image to fit in the soldier
look

14. The final output in form of a flash video of the parade
created with the cause and friends supporting your
cause

15. Interactions on Facebook

16. Campaign Highlights
Seamlessly paired Instilled fresh Increased viral
the brand with approach towards quotient of the
social cause a social cause brand’s ‘Shave for
Soldier’ Campaign

17. Campaign Performance
Total Outreach: Facebook
No. of
10,648,284 Fan-page
participants
People on Reaches
4,01,729
Facebook 2,05,000 fans
21% increase 55,000
in Facebook New Fans
Fan base Added on the
Facebook Page

18. Learnings
• Minimum brand placement reaps in more brand equity when promoting a
social cause
• Viral marketing objective can be achieved even for a social cause through
effective platforms, content and strategy
• Interactive and game oriented applications engage users and make them your
friend as well as evangelist
• Helping people provide a platform for causes can make the campaign
successful
• All social-media properties should have a symbiotic relationship for a successful
campaign