A new campaign from Gillette Venus tries to get rid of pubic hair. A digital video series from L'Oréal Professionnel that aims to transcend traditional product marketing. And Constant Contact discloses extensive email response rate data. Let's take a closer look at what to learn from these examples.
Gillette takes on arch-enemies (and, no, it's not a typo)
Only 18% of women mention pubic hair by its own name, according to a study sponsored by Gillette Venus, a P&G brand. And that, the company believes, points to an unfair stigma against natural body parts, as Shannon Miller writes in Adweek .
In response (and to launch Venus for Public Hair and Skin Collection ), razor retailer created #SayPubic, a campaign that has a lot more going for it than an attention-grabbing hashtag. It also has a theme song and video called #ThePubeSong. That's right, cartoon pubic hairs talk about wanting to lose the stigma. You can watch the video on any of the brand's social channels, including TikTok:
@ gillettevenus Dislike ## SayPubic? Try singing it! ## ThePubeSong is a song for pubs, of pubs. ♬ original sound – Gillette Venus
Influencers like Graceorsomething also created a TikTok video based on the song:
@ gillettevenus Reply to @maeveymaeveynot BRB, try to summon fairies… @graceorsomething ## ThePubeSong ## SayPubic ♬ original sound – Gillette Venus
WHY IS IT IMPORTANT: The goal to remove the stigma around pubic hair sounds lofty. But the song is also a creative way for Venus to stand out in the women's razor market. Some consider it brave or funny and others something less appealing. But people are talking about it, writing about it and buying products. The website says Venus for Pubic Hair and Skin Collection stock has sold out – and the company is collecting email addresses of people who want to be on the waiting list.
L'Oréal Professionnel Paris launches new "do" on YouTube
The first part of Run Le Hair Show from L'Oréal Professionnel Paris debuted on YouTube this month, garnering more than 275,000 views in its first week. Produced like a TV show, each of the show's seven episodes will feature hair trends, tips for professional stylists, interviews with hair designers and stylists. product innovation as well as health advice. The 30- to 45-minute episodes are available in six languages.
WHY IS IT IMPORTANT: L'Oréal Professionnel Paris seems to recognize that education and inspiration resonate better with stylists and salon owners than with sales messages.
By fostering community through entertaining and valuable content, L'Oréal is able to reach audiences around the world. And with views in the first week of the episode, the results should show it's working.
Read these email benchmarks from Constant Contact with an eyebrow raised
Monthly, Constant Contact analyzes 200 million emails submitted by its clients and published average -rate responses for 34 trades.
Statistics include average open rates, click-through rates, and bounce rates. In April, the averages across all industries were:
- Open Rate: 17. 13%
- Click-through rate: 10. 65%
- Bounce Rate: 10. 28%
The three sectors with the highest open rates are government agencies or services (28.98%), religious organizations (28.84%), and education – primary and secondary (28.35%).
The three industries with the lowest opening rates are auto service (10. 25%), retail (11. 27%), and consulting/training (11.38%).
WHY IS IT IMPORTANT: It's hard to set benchmarks for email programs , especially when a new program starts. The constant Contact resource can help. These metrics can also be useful when executives want to understand how well your email content marketing is performing compared to others in your industry.
Why raise your eyebrows? Industry benchmarks can be a starting point for evaluating your email performance. Just don't stop there. Review your email data regularly to see how you're doing open , click through, and bounce rate goes up or down. In your analysis, look at more details than just constant Contact data, including subject, subject line, time of day, etc. Find out what works best for your audience. Then do more than that.
Cover photo by Joseph Kalinowski / Content Marketing Institute