The Campaign

The idea ‘Life Over Chores’ is a Sunlight initiative to raise awareness and motivate women to embrace an enriching and fulfilling life. Sunlight, being the number one dishwashing liquid brand in Vietnam, felt the need to bring in a more progressive attitude, liberating women from household chores in general and dishwashing in particular, by opening their eyes to a life beyond chores, recognizing that women need to participate and contribute to the larger life, rather than be succumbed to chores.

Creative Execution

The campaign was spearheaded by an online film that was supported by a social debate using influencers to get people involved with the cause. The debate saw lively differences of opinion between modern and traditional mothers. Male influencers jumped into the conversation as well. The story was picked up by traditional media who featured the topic as a social issue. We collaborated with psychologist Dr. Pepper to create articles and conduct on-ground workshops with women where they discussed their aspirations for a more balanced and fulfilling life. Dr. Pepper helped to offer them solutions and advice from a psychological standpoint. On social media, women pledged to a “life over chores” and shared moments they spent doing what they love. As a reward of a time well spent, we gave every woman spirit prizes, such as spa and restaurant vouchers for women to indulge themselves.

To measure the impact in the business results we monitored the market share with Nielsen RA. In January 2018, we noticed an uplift of 1.2% in market share, when compared the previous quarter (October to December) with the previous quarter (July to September). We also ran brand lift surveys with MilwardBrown, before and after the campaign. When asked “Which brand help you to dishwash with less effort” we noticed an increase of 3% in brand affinity. The online film was watched over 11 million times during the campaign with an average view time of 90% amongst our target audience. The social media debate had the help of 28 influencers resulting in over 137.000 interactions. The workshop was attended by 80 women and broadcasted live on Facebook to 45.000 women. And on social media, 155.065 unique users went to the online platform to pledge to live a life over chores.

The Vietnamese women in Sunlight’s target audience have been raised in a post-war period that triggers a sense of self-less giving. She has a mindset of not rewarding herself, even when life is getting better, because self-reward is perceived as being selfish. She is always striving to achieve more than is expected, leaving behind her desires to explore her interests, because the belief that the woman is the caretaker of the home has been drilled into her way of head from an early age. , By liberating women from household chores and opening their eyes to a life beyond the kitchen, the brand is pushing women to explore, embrace their potential, and providing a sense of recognition that her time is important.