Have you completed your census?

This ad popped up on my Instagram the other day.

In case you are having trouble reading the fine print, it says: "We are not a borough that fails.  Queens is at 60.5%" 

As I have mentioned the tribe I associate with most is New Yorkers.  I was born in Brooklyn, raised in Queens and now live in Manhattan, so I don't associate with a specific borough.

 

But I suspect others do. 

 

If you live in Brooklyn, would this ad motivate you to complete your census?  What about those who live in Queens?  Even if you don't live in either place, what do you think of this approach?  Which of Cialdini's persuasion principles does it use?  How does the use of statistics affect your opinion?  Do you think it will be successful?  Would it motivate you?

 

Is aligning Secret with Women's Pro Soccer a winning move for P&G?

P&G's Secret deodorant began supporting the Women's National Soccer team in 2018.  Their efforts included soccer-themed YouTube videos, and special packaging.

In July, P&G contributed $529,000 to members of the National Soccer team - $23,000 for each of the World Cup-winning players, to highlight the pay difference between men's and women's clubs.

Beginning today, P&G will buy up to 9,000 seats for soccer teams - 1,000 in each of 9 cities, and donate the seats to women's organizations and sports teams. (Bednarski, 2019)

Clearly Secret, a product that is used by athletes and non-athletes alike, could have picked a variety of different tribes to associate with.  Why do you think they picked woman's soccer?   

What target are they trying to reach?  Why?  Do you think any other tribes will be motivated?  Which ones?  

What Cialdini principles are behind this strategy?  Do you think this effort will be successful?  Or do you think alignment with a different tribe would yield better sales results?

Bednarski, P. (2019, September 17) P&G's Secret Brand Will Buy 9,000 Tickets to Women's Pro Soccer Games.  mediapost.com.  Retrieved September 18, 2019, from

https://www.mediapost.com/publications/article/340772/pgs-secret-brand-will-buy-9000-tickets-to-women.html