MARKETING CAMPAIGN
“As men’s mental health is increasingly falling under the spotlight, there is
scope for brands to address the issue in their marketing, with campaigns
that will challenge men to be more open about their mental and emotional
wellbeing. (Mintel, 2017)”
The #Back brother social media campaign focuses
on increasing website traffic and improving overall
brand engagement. The campaign aims to raise
national awareness of loneliness amongst males
and the close relationship between social isolation
and mental health. As a platform that emphasis the
need for peer to peer communication in a digital
age this campaign will focus on user’s engagement
through a storytelling format “Brands need to inject
the magic of storytelling into their marketing to tap
... just something businesses should refer to every
time they launch a new campaign Today, a brand’s
narrative can be told just as effectively through social
media and crowd-sourced content says Adnams
marketing director Emma Hibbert.”
Research by Mintel emphasis the need for brands to
create campaigns that will encourage men to open
about their mental health. With a quarter of all males
finding it hard to identify with men as they are seen
in advertising (Mintel,2017)
The Campaign will use the #Backabrother hash tag
to generate brand engagement by seeking males to
create short clips on their experiences with isolation
and tips on tools they used to help them out. Users
will be encouraged to share and like all engagement
through the platforms aiming to get Brotherhood
trending in Britain.