From the academic archive. Fiona’s original academic writing. Views are personal and do not represent King’s College London. Historical examples, proposals and opinions retain their original context. Formatting has been repaired; original wording and references are preserved. Any editorial clarification is labelled separately.
Original submission details

Original title: “Like a girl” and yet another reason to never to shop at H&M

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The original question / King’s College London

1.6 Campaigns and market research

Please find and share with your peers:

One example of a campaign which failed due to lack of market research. One example of a campaign which was successful due to the use of market research.

Add an online link for each example if you find a relevant one.

Course task reproduced as context. The response below is Fiona’s independent academic work. KEATS source ↗ (university access required).

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Fiona’s response

A campaign I enjoyed was Always (menstrual pads), “Like a Girl”

Growing up, I was always frustrated with. Are you gonna cry like a girl or you gonna hit like a girl meaning that you didn’t hit strongly and being pictured as the weaker sex went all around me I saw a strong woman taking pain every month and carrying on from a young age.

I because a loyal customer and now my daughter is aswell.

If your reading this, join the change of the stigma, because you too have a girl/women in your life or were a girl/have a girl in you. https://www.always.co.uk/en-gb/about-us/campaigns-and-initiatives/our-epic-battle-like-a-girl/

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Ok this one I hate myself for repeating it as in media, they sometimes think bad publicity is still publicity. But I’m repeating it to a bunch of marketers in the hope that it will never happen again. It makes my stomach lurch when thinking of the H&M, ad of the “coolest monkey in the jungle” with a picture of a sweet little African-American boy with a hoodie on. It irks me that the picture is still online that should’ve been taken the highest courts to be removed and it’s entirety. I’m not going to show the link because I don’t want it to get more clicks. Please don’t look it up for that same reason. The outrage was immediate, with social media users calling for boycotts and condemning the brand for its lack of cultural awareness. Celebrities like The Weeknd and LeBron James publicly criticized H&M, and the company eventually apologized and removed the hoodie from its stores but ITS STILL ONLINE!!!!. H&M also pledged to improve its marketing practices and enhance diversity within its team. But really I don't care, they are done for me. There are plenty more brands to choose from.

I hope that little boy never finds out and I hope that little boy is protected from idiots bringing it up to him.

References.

  1. No references were listed in the original contribution.

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