BBDO/ Proximity study explores link between social movements and brands

Communications agency BBDO/Proximity and Omnicom group have launched a study on the power of social movements and the consequent implications they have on brands.

The study titled 'How your brand can incite a movement', studied social movements around the globe that had an influence on the way people thought and behaved to the reach the conclusion that it all boiled down to three essential components: motivation, agitation and explosion.

The widely popular, Gillette Mach3 Shave India Movement, ideated by BBDO India is an example of how BBDO used the findings of the Nielsen survey to create a movement and promote the brand.

Another example is the Aviva Life Insurance.

The insurance brand had invited people across Delhi to participate in building a wall made entirely from books, which were to be donated to underprivileged kids.

The study gives guidelines to marketers to apply social movements to promote their campaigns. It reflects that though it's not practical for every brand to create its own movement, the use of one can accelerate the growth of a brand.