YouTube this week released its first half leader board of branded videos in Singapore and P&G got the top spot for Gillette with its ‘Gillette Salutes the NSman in You’ campaign.
The campaign was launched to celebrate both 50 years of National Service in Singapore and 30 years of P&G in Singapore. The video was directed by Singaporean celebrity Jack Neo and includes a song that plays on a well-known army chant, which aims to stir pride and humour around Singapore’s National Service to the men of today.
Relevance for local markets
According to Utkarsh Mohan, P&G shave care category country leader for Malaysia, Singapore and Brunei, using cultural references helps Gillette stay relevant in its local markets and drives success on content and social media platforms like YouTube.
“We found that instead of just talking about Gillette as the best razor, we had the unique opportunity to link it
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