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SUB CATEGORY :
BRAND VOICE & STRATEGIC STORYTELLING
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ENTRANT COMPANY :
BBDO INDIA, MUMBAI
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TITLE :
HOMETEAMS #SHARETHELOAD
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BRAND :
ARIEL INDIA
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ADVERTISER :
P&G INDIA
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AGENCY :
BBDO INDIA PVT LTD., MUMBAI
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CHAIRMAN :
JOSY PAUL
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VICE PRESIDENT - PLANNING :
NAINA MEATTLE
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CHIEF MARKETING OFFICER :
MUKTA MAHESHWARI
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CHIEF EXECUTIVE OFFICER :
SURAJA KISHORE
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CHIEF CREATIVE OFFICER :
JOSY PAUL/HEMANT SHRINGY
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CREATIVE DIRECTOR :
JOSY PAUL/HEMANT SHRINGY
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ART DIRECTOR :
GIRISH W.
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COPYWRITER :
HARSHIL SHAH
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DESIGNER :
HITESH SHAH/ANUP TONDWALKAR/VENKATESH P./ MANOJ BANKAR
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BUSINESS STRATEGY DIRECTOR :
KAIZAD PARDIWALLA
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BRAND DIRECTOR :
RITANSHU KASHYAP
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SENIOR BRAND MANAGER :
PRAGYA MALIK
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BRAND COMMUNICATIONS MANAGER :
RIA ARORA
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CLIENT SERVICE DIRECTOR :
OMAR KHAN
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ACCOUNT EXECUTIVE :
ANJALI JETHANI
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STRATEGIC PLANNER :
MADHUBONI BHATTACHARYA
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MEDIA AGENCY :
ESSENCEMEDIACOM, MUMBAI
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PR AGENCY :
ACTI MEDIA, MUMBAI
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FILM PRODUCTION COMPANY :
TIGER BABY TELLY, MUMBAI
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DIRECTOR :
AKSANKSHA SEDA
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EXECUTIVE PRODUCER :
YOSHITA BHASKAR
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POST-PRODUCTION COMPANY :
TIGER BABY FILM, MUMBAI
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PHOTOGRAPHER :
KEVIN NUNES
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CAMPAIGN SUMMARY :
CONTEXT
Over 9 years, Ariel’s #ShareTheLoad has withstood strong competition and market forces while championing against the cultural stain of gender inequality in the household.
In the 99% penetrated detergent category, our competition brand has been holding majority market share. This year, things became even harder. Competition began:
Increasing media spends
Offering products in formats both traditional (powder, bar) and new (liquid, pods)
Offering a brand experience at every price point
Doubling down on stain expertise by claiming efficacy against dried stains, which are extra stubborn
OUR OBJECTIVE
Double down on our existing equity and refresh the conversation with an eye-opening provocation that would change behaviour, thus creating social impact and beating our behemoth competition and our own previous benchmarks.
OUR INSIGHT
There are increasing opportunities outside the home for women, but household responsibilities hold women back from exploring them.
STRATEGIC IDEA
How strong is your home team? HomeTeams #ShareTheLoad
By asking men this question, we aimed to get men to take shared responsibility, accountability and equal partnership of the household.
THE RESULTS
Highest-ever households (66M) and consideration (94%); beating market share, sales growth and brand-awareness of YA, audience perception shift.
We observed the most growth in these equity attributes: “Makes me feel like I’m doing the best for me and my family” and “The brand stands for progress”.
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CREATIVITY/IDEA/INSIGHT :
EMERGING TENSION IN SOCIETY: BETWEEN WOMEN’S RESPONSIBILITIES AT HOME AND OPPORTUNITIES OUTSIDE.
In the larger context of women empowerment, corporates are making increasing efforts towards creating an ecosystem for women employment, e.g. DEI initiatives. But despite increasing opportunities, 63% of employable women are not part of the Indian workforce—thanks to the disproportionate load of household responsibilities on them.
Our research found that 57% of women decline work-related opportunities that involve travel due to concerns about their partners' ability to manage household chores during their absence.
Insight: To make a significant impact outside the home, women need to feel confident about home chores being fully ‘covered’ by their husbands while they are away.
Creative strategy: Only when men and women equitably share household responsibilities can women fully realize opportunities outside the home.
Idea: HomeTeams #ShareTheLoad
Messaging: Get men to take up shared responsibility, accountability and equal partnership of the household by bringing the concept of ‘team’ to the home.
As the crusader against cultural stains, Ariel urged men to learn the work and take on these responsibilities to relieve their wives from part of the burden, starting with doing the laundry.
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STRATEGY :
Across channels, we aimed to trigger introspection and spark conversations by making men realize how the unequitable distribution of household responsibilities holds them back from exploring opportunities outside of the home.
Our approach:
1. Grab attention and maximise engagement of consumers and media - Trigger national-level conversation – online & inside homes
2. Convert attention into sales and penetration for the brand
TARGET AUDIENCE
We target urban Indian couples aged 35-65years.
WOMEN: Psychographically, can be categorized in 2 groups:
1.Progressive Equalizers, who question conventions, value women’s complex identities and believe in gender equality at home.
We are inspired by them and amplify their voices.
2.Reluctant-progressives, who believe in gender equality but do not identify or challenge the inequalities in their own homes.
We want them to find our work simultaneously validating and eye-opening.
MEN: ‘Oblivious well-wishers’, who don’t realise the extent of disproportionateness of their wife’s domestic load compared to theirs and the widespread effect of that. Yet they always want to support their wives better.
We call upon these men to be allies.
MEDIA STRATEGY
Provoke with a social film to start conversations
Sustain conversation on social media
Grab public attention through PR stunt
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EXECUTION :
Provocation – positioning Ariel as a brand that understands the real struggles that women face in balancing career and home responsibilities
Our eye-opening film tells the story of Aisha, who declines a work-related travel opportunity because she is concerned about her husband being able to manage the home while she is away, highlighting the mental load of household work.
Endline: HomeTeams #ShareTheLoad
Conversation – showing that Ariel walks the talk
Since men can easily follow maps, our tech-solution was Home Map. With Home Map, husband can find where things are kept in kitchen, laundry room, bedroom, without the constant calling to their wives. This was further amplified in on social media through comedian Atul Khatri and TV couple and influencers Shakti and Neha.
Delight – connecting the brand and message to the masses
During the prime-time news hour, the husband of an anchor takes over the news screen to surprise her with a message from home. With a reassuring message, the husband tells the wife to give her best at work as he has the home covered. The news disruption ends highlighting the mental load on women end up thinking about home duties even at work.
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RESULT :
BUSINESS
66M household count (highest-ever)—2.7MM more than YA
42% sales growth- 6 pts above YA
7.3% market share, exceeding YA
MARKETING
• 94% consideration (highest ever)- 13pts above YA
• 77% awareness - 6+ pts above YA
• Equity Attributes have grown 1-1.5pts during campaign period vs non-campaign period on “Makes me feel like I’m doing the best for me and my family” and “The brand stands for progress”
ACTIVITY
Overall impact
- 110MM+ views across platforms.
- 240MM+ earned impressions.
- Total engagement 584MM+ (65% increase vs. last campaign)
- 6.3K conversational volume (147% increase vs. last campaign)
- Activated 50+ KOLs with 236K engagement and counting (65% increase vs. last campaign)
- Campaign reached 80% of working women through sharp targeting
- Film has VTR 40% (compared to industry average of 31%)
- Sentiment split 98% positive/neutral
- Home app – 732M views, 77M engagement, 69.2M reactions, 7.5M shares, 314 comments
Perception Change:
- 82% of men feel that it’s important for their wives to have the freedom to pursue their interest and activities outside of household chores.
In 2015, 79% of men believed laundry was exclusively a woman's task. Today, this has dropped to 25%.
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