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“Comments are everything. That’s where the truth lives, I think much more so than just looking at all your standard metrics of reach engagement,” said Jessica Grigoriou, head of beauty marketing for Unilever, about how she values and analyzes campaign engagement on social media.
Grigoriou was speaking as part of a session at Adweek’s Social Media Week conference in New York, alongside creative agency partner Evan Horowitz, co-founder and CEO of Movers+Shakers, about a campaign developed for haircare brand TRESemmé.
The pair developed a predominantly social-based campaign for the brand that mainly focused on TikTok activity and discussed how it was able to reach and engage consumers at various touch points.
The double bind
Focusing on the brand’s “Power Your Style” campaign that aimed to instill hair and image confidence in consumers, TRESemmé considered tackling the issue of the double bind—the conflicting societal messages and images that tell a woman how she is supposed to look, speak and act.
“We really wanted to encourage and celebrate the power of personal style, and to do this we wanted to understand what could be holding women back from expressing their personal styles,” continued Grigoriou.
To develop the campaign, the team mined social media comments for research. They analyzed the top 50 posts on Facebook and TikTok within the content feeds of “the top 25 most globally prominent women” to understand how they were experiencing the double bind through their messages.
According to Grigoriou, 92% of the posts met the double bind classification, and one in every three comments was negative.
“So when you think about, again, this person is authentically putting themselves out there—clearly, you’re posting something where you think you look great and you’re confident in—and constantly in your comments, you’re being shut down. And so for part of the purpose campaign, we had our creators do quite a vulnerable video post where they talked about some of those comments that they’ve experienced,” she added.
