I shared a few videos with some friends this weekend as I led a discussion on the impact media has on defining beauty and sexuality in our culture. Aside from being incredibly well produced, the videos – and the larger campaign that they are a part of – are a great example of how brands can differentiate themselves in a meaningful way by having the courage to buck their industries’ status quo marketing trends and look at key consumer insights through a different lens.
I wanted to share the videos with you.
After watching them, the reminder for me is that we don’t always have to focus our marketing efforts on telling people how our product or service will help them become who they want to be. That they are incomplete without product X, which will make them whole. Showing that you understand their insecurities and empowering them to recognize that they are already amazing can create incredibly powerful connections between brand and consumer.
So I found myself asking “do marketers and media have actual influence over how consumers’ view themselves and the world around them?” I say, “yes.” That led to a bigger question. If so, do we have a responsibility to use that power for good more often? I’m interested in what you think about that.
Okay, on to the videos… My personal favorite is “Amy,” because it sums up how 99% of men feel about their significant other, even though they usually don’t believe us.