The benefits of advertising this way is the audience is instantly world-wide and gives the opportunity for the public to get involved in ways they have never done before.
Gillette's social media campaign, 'Smooth v Stubble' is a campaign that lets the publics have there own say. They have the opportunity to upload there opinionated videos of which style they prefer. They also have the option to post their comments via Facebook and Twitter attached to Gillette's social pages. This campaign was created for brand and product awareness, as Gillette have products to suit both styles, smooth and stubble.
Gillette also created a reward system, in which they would run competitions through the social media sites. This included free Gillette products and sample give aways, also tickets for upcoming sports events from their sponsors, for the best videos/comments posted, you had to be in it to win it.
This was an integrated campaign using all the traditional elements of advertising e.g. television, radio, print e.t.c. However their campaign also went viral. Here is another example of how social campaign's give it's audience the option to take part.
Gillette gave it's audience the opportunity to upload an image of themselves using various tools. The public could then choose a facial hair style template to go over their face. This gave them the option to experiment with different styles without having to attempt it on their own face. The images could then be uploaded through social media sites such as Facebook, which would then gain Gillette brand awareness. There is also a fun factor in this idea, to bring Gillette to peoples attention, even without a buying provocative. I mean who doesn't want to know what they look like with a huge Dali moustache.
Traditional advertising will always have it's purpose, however social medias have given advertising more reason to be creative and open's the doors to a worldwide target audience.
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