The Campaign

‘Dads #ShareTheLoad’ – a social movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality at home by sharing the load.

Creative Execution

We wanted to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world. Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load. A new instruction was introduced- Odd days for him to do the laundry and even days for her. This simple addition of instruction helped set in action equality at home and push men in the direction of laundry.

Indication of how successful the outcome was in the market

Dads #ShareTheLoad created a movement that resulted in: • 50 million views and counting • 2 Billion Impressions • So far over 2.1 million men pledged to ShareThe Load • Earned media: $11 million and counting • Sales up by 76% • Engagement went up 4.6 times (the highest ever)

The objective of the film was to evoke consumer response on the issue of gender equality at home. Ariel created the social platform Dads#ShareTheLoad for consumers to voice their points of view. It opened the floodgates of opinion and debate which raised the emotional equity and share of voice of the brand and increased engagement levels by 4.6 times – the highest ever. The brand communicated directly to customers through a variety of media including social networking sites, blogs, video-sharing sites, etc. to create and enhance relationships with consumers all of which prompted unprecedented social sharing.

Ariel has been leading conversation on inequality at home. For 2016, client’s brief was to go deeper with Share the Load: create deeper social change around the issue of gender inequality at home – where its product’s promise of one wash stain removal no matter who does the laundry, plays an essential role. The challenge here was to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world. Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load.