The Campaign

#WhenAWomanShops, is not just about a woman’s love for shopping. It’s about how her shopping habits are judged and made fun of. Most men believe that women shop ONLY to indulge themselves and the jokes about it are never-ending. This was corroborated by a google search on “women shopping”. Now, while indulgence is not bad word, the belief that women shop just for themselves is a myth. Almost everywhere in the world, women are primary care-givers for their families. In assuming this role, they find themselves buying things for and on behalf of everyone in their lives. So, the real reason women shop more than men is because they’re ALSO shopping for the people they love and care about. This campaign was an attempt to break this myth and in doing so, showcase the happiness and the good things that can happen #WhenAWomanShops.

Creative Execution

A Social Experiment: To break the myth that women only shop to indulge themselves, Amazon.in conducted a social experiment with a few couples. The husbands were invited to talk about their spouses shopping habits. The wives, on the other hand, were given a budget of Rs. 5,000 and were asked to shop on Amazon.in. When the boxes arrived, it was revealed that the women didn’t just shop for themselves, but for their husbands and for the home as well. Thus proving, that women don’t just love to shop, they shop to love. The video was hosted on Amazon‘s social channels – YouTube and Facebook. Bollywood celebrities tweeted about it and spread the word. Articles about the experiment were also featured in both online and offline publications.

The campaign received an overwhelming response and was successful in delivering on all of the objectives: 1. Increased brand awareness amongst women The video had over 5.5 million views and over 39 million impressions. Top of mind awareness amongst women increased by 3 percentage points and spontaneous awareness of the brand increased by 5 percentage points. 2. High relevance and likeability of messaging The video went viral on social media. It generated 95% positive conversations and had over 35,000 shares. It also increased brand imagery scores amongst women as ‘A brand that understands my needs’. This went up by 3 percentage points. 3. Increased brand preference and consideration Brand preference amongst women increased by 3 percentage points each. Future consideration to purchase by women went up by 3 percentage points. Page visits also went up by 3 percentage points. (Source of data: Client campaign tracking data)

Data Gathering: Research revealed there were perceptual and transactional barriers preventing women from shopping online. Having attempted to address these barriers with rational solutions in previous campaigns, we realised that this ‘fear’ is more irrational, than rational. Target Audience: The segment with the highest proclivity to convert were women aged 24 to 44 years, living in top metros. They were already online and used the internet for social media and utilities. Platform Selection: It was imperative to engage with the audience and have them play an active role in sparking conversations. Since they were already on social media, the digital platform was the ideal medium to reach and dialogue with them. Approach: To address ‘irrational’ barriers, we had to create empathy through relevant story-telling. Thereby, fostering a relationship of trust with the brand and making Amazon.in the first port-of-call when they choose to explore the world of online shopping.