Brief Explanation

Indian women have two jobs – one at office and other at home. They do the household chores alone. 87% of Indian men believe laundry is woman’s job and they don’t do laundry simply because they don’t know how-to. Ariel decided to stand up for equality of women at home with #ShareTheLoad. We started with an important question – Is laundry only a woman’s job? But that wasn’t enough. Our challenge was to reach out to men and women in places where our message would create maximum impact and get talked about. We took up the task of making men Laundry Graduates in less than a minute. To achieve this, we set-up installations which through series of steps enabled men walking into the tunnel complete laundry within a minute. We used an app to test their LaundryIQ and, as a gratification of their efforts, donned them with graduation robes.

The Brief

The specific task was to make men and women talk about gender inequality at home and create a mind-set shift. But our challenge was to reach out to men and women in places where our message would create maximum impact as well as get talked about. Here is where we saw the opportunity to demonstrate in an interactive way Ariel’s promise of ‘best stain removal in one wash so that anyone can do laundry’ by making men Laundry Graduates in less than a minute.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Ariel #ShareTheLoad wash care label immediately grabbed the attention of people and media. • Leading clothing brands, manufacturers, retailers and designers embraced the label. • Influential Indians came out in support of the new wash care label and the message of equality at home behind it. • Not just that, it grabbed the attention of the media and people on social media. • Unaided Brand Awareness increased by 132% within the first month. • The campaign generated free-media worth USD 9.5 million • Millions of men pledged to ‘Share the Load’ across the country • On Facebook, engagement-rate went up a record 225%. • On Twitter #ShareTheLoad trended nationally with over 8 million impressions. • Sales went up by 60%.

Explain why the method of promotion was most relevant to the product or service

Ariel is a leading laundry brand in India. To drive relevance of the brand, Ariel decided to address the issue of inequality at home through the launch of #ShareTheLoad. The campaign started by raising an important question – Is laundry only a woman’s job? But that was not enough. Our challenge was to reach out to men and women in places where our message would create maximum impact as well as get talked about. Here we took up the task of making men Laundry Graduates in less than a minute. To achieve this, we set-up installations which through a series of steps enabled men walking into the tunnel complete laundry within a minute. We used an app to test their LIQ (laundry IQ) and as a gratification of their efforts donned them with graduation robes.