BuzzShare: Mehdi Mollahasani – Benetton UNHATE

Posted by Chris Campaner on November 24th, 2011

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Mehdi is the co-founder of Envented and a creative advertising student from Toronto. He highlights some social analytic aspects surrounding the recent “Benetton UNHATE” campaign.

There is more to the UNHATE campaign by Benetton then the Pope and the Imam kissing, there is also two muslim girls kissing (watch the film below) and there is me and this other guy kissing.

Jokes aside, it’s a great campaign that deals with violence, bullying, intolerance and hatred, find out more on their website Unhate.Benetton.com

In order to examine this cause marketing campaign, I believe we need to analyze it in two different ways and look at the initial response towards the UNHATE Foundation and the Benetton brand.

The sentiment on Twitter towards “UNHATE” is about 54% positive as oppose to those who think this campaign is a #fail: Click to see. 24 hours after the launch of the campaign, there has been more than 35,000 mentions of “UNHATE” on Twitter, check out the graph.

Now lets look at ”Benetton”, they received 54% negative sentiment toward their brand, but the brand got almost 90,000 mentions on Twitter!

Looks like the majority of the attention has gone towards the brand that is the messenger as oppose to the message it self.

So this leads us to two questions:

1. Is the brand “Benetton” over powering the cause that it’s trying to publicize?
2. Would we get the same results if Benetton ran the UNHATE campaign without predominantly putting their brand on the it?

I’m interested to hear your comments regarding these two questions. I’m also interested to see a more in-depth analysis on this cause marketing campaign.

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You can connect with Mehdi:
Twitter @AdvMehdi
Tumblr Envented