Results and Effectiveness

'Labels against women' reached 46 million Youtube views, making it the most watched video in the Philippine advertising history, and top 7 most viral video in the world for 2014. What started as a local campaign became a global conversation, making over one billion impressions. The campaign gained 25 million USD earned media. Facebook COO Sheryl Sandberg called it ‘one of the most powerful videos I have ever seen.’ The brand saw its first significant gain in value share after over 8 months of continuous decline. Brand equity dramatically increased: 83% love the brand more; 90% more likely to buy.

Creative Execution

We aimed to put a spotlight on gender bias and get everyone talking about it. 'Labels Against Women' kicked off with an film showing men and women doing the same thing but with one glaring difference: the labels used on them. Then we partnered with social news network Rappler.com and initiated the first-ever Philippine study on the issue. The research revealed alarming statistics that were shared in social networks and in a press conference led by influential women. It turned out, the local insight on unfair labels rang true for women all over the world, and because we had a strong digital presence, our message became a global message and went far beyond our expectations.

Insights, Strategy and the Idea

Pantene had faced a continuous 18-month decline in national sales. To arrest this we decided to make a bold statement of our core purpose: to help women shine. Research showed a strong prejudice against women who are confident, assertive or career-driven. Unlike their male counterparts, they are seen and labeled unfairly. An assertive man is a boss, while an assertive woman is bossy. A career-driven man is dedicated, a career woman is selfish. What's worse, people have come to accept these biases. For Pantene to help women succeed, there was a need for a conversation about what stops them.