When I was collecting the material and data for my Archive, I noticed that Secret deodorant marketing campaign in 2005, which got women to reveal their innermost secrets. This campaign centered on secrets gave the company, which is often perceived as impersonal, a chance to address consumers in an approachable way, which can reinforce the trust, involvement and commitment between consumers and the company.
Since Secret’s target audiences are female users, for most women, sharing secret is a great way to improve the intimacy between she and her friend(s). Once I share the secrets with you, it means letting someone into your mind, heart and soul. Furthermore, it takes a strong woman to share a secret, and the secret she revealed will reflect her character without any cover-up. For me, this campaign immediately caught my attention, it is because I was raised in a culture where people tend to be self-restraint and conceal his/her feelings and emotions. Some of the secret confessions included: I just bought a wedding dress but I’m not even engaged,” “I’m still in love with my high school sweetheart” and “I hate my job but I’m afraid to find another one”, which showed that woman can freely express her opinions and can be liberate herself from social norms.
Some secrets are heartfelt and emotional, and some of them are really funny. These secrets disclose the secret-owner’s characters- flaws, vulnerabilities, intelligence and nerve. This campaign gave its audience an opportunity to examine herself and provided her a channel to unleash her deep emotions or feelings.
No comments:
Post a Comment