Creative Execution

Using Facebook APIs we ensured that only “females” could access the app. Women had to log in, and then select a task which they’d like the man in the picture to do. What resulted was a peppy video which showed the man dancing and doing the selected task while the woman clapped. The resultant videos showcased the use of these products. All who engaged with the app, engaged with our products. We launched the app online with 50 women influencers and promoted on Facebook, Google ads and via hashtag contests on Twitter (#If it was a Woman’s World, #DanceToMyTune, #HowToMakeAManWork).

• 2474 videos made by women • 1149 unique female users • 1123 times videos shared • Total Impressions : one hundred five million one hundred four thousand forty-seven (105,104,047) • #HowToMakeAManWork and #Dancetomytune trended at no.1 position in Mumbai

Consumer research revealed that women would love men to do more around the house. Even with the most 'understanding of men' they don’t seem to do enough. While most brands ask men to appreciate the women in their lives on Women’s Day, nothing much happens from a women’s perspective. We gave women a chance to get what they have always secretly wished for – get the men moving around the house. In short, we got men to dance to a woman’s tune, quite literally. Our strategy was largely to drive traction from social platforms to the app. We used Facebook and Twitter to drive traffic from these platforms to our website where they could experience the first ever women only web app. We targeted female audience via Facebook and Google ads in order to co-create shareable videos on the web.