Title | #STANDBYTOUGHMOMS |
Brand | ALL OUT |
Product / Service | ALL OUT MOSQUITO REPELLENT |
Category | E01. Use of Integrated Media |
Entrant | BBDO INDIA Gurgaon, INDIA |
Idea Creation | BBDO INDIA Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chairman and Chief Creative Officer |
Ajai Jhala | BBDO India | Chief Executive Officer |
Rajesh Sikroria | BBDO India | President |
Ritu Sharda | BBDO India | Sr. Executive Creative Director |
Anunay Rai | BBDO India | Sr. Creative Director |
Gaurangi Mathur | BBDO India | Group Head - Copy |
Natasha Mehra | BBDO India | Sr. Art Director |
Aakancha | BBDO India | Copywriter |
Gireesh Gupta | BBDO India | Executive Vice President |
Urvashi Bora | BBDO India | Account Director |
Shanu Gaur | BBDO India | Community Manager |
Ninad Satpute | BBDO India | Vice President Planning |
Rashi Jain | BBDO India | Account Director Planning |
Manoj K Yogi | BBDO India | All India Print Production & Studio Head |
Jitendra Pal Singh | BBDO India | Studio and Production Manager |
Syamsunder Rawat | BBDO India | Studio Manager |
Angad Singh Negi | BBDO India | Graphic Designer |
K V Krishnam Raju | BBDO India | Agency Producer |
Ann Dooley | Energy BBDO, Chicago | EVP & Global Client Service Directo |
Cara Christman | Energy BBDO, Chicago | GLOBAL ACCOUNT DIRECTOR, VP |
Rosa Roy | Energy BBDO, Chicago | GLOBAL ACCOUNT SUPERVISOR |
Ann Mukherjee | SC Johnson | Global CMO |
Shubhra Kalra | SC Johnson | Local Client VP/CMO |
#StandByToughMoms is a movement committed to support mothers in their attempt to raise their children with strong values while fighting against the interference of a patriarchal society and joint family.
All Out® launched a campaign calling on family, friends and society to stand by tough moms. We launched the campaign with a provocative film that pulled the curtain back on this mom-shaming behavior. National channels came forward to debate. Akshay Kumar,a Bollywood celebrity activist, was the first to spread the word. He joined the debate on how India treats its tough moms. The number of supporters and volunteers grew as people spread the word. Writers, bloggers, parenting sites and Parent Teacher Association meetings grew the conversation. We launched a Facebook app that urged people to nominate the tough moms in their life. And we developed video content for India's leading sports award -TOISA- run by The Times of India. We developed videos featuring moms of leading Indian athletes talking about the tough choices they make while raising their kids. These videos ran on leading web video channels (like YouTube).
The campaign surpassed expectations, becoming the spokesperson for tough Indian moms and showing Indians a way to support tough moms in their lives. Furthermore, All Out® has become the #1 trusted brand in household care in India, overcoming the national giant, Good Knight. Despite limited spending, total impressions across all mediums exceeded plan by 44% Facebook garnered 81M+ video views, 58K comments, 875K shares and 85% positive sentiment. Website traffic grew 30x over last year. Programmatic video promotion over-delivered on reach and video views. All platforms exceeded reach projections for a total reach of 17.5 million – 48.83% over projected. Compared to previous All Out® campaigns, Facebook content resulted in 26x organic reach, 4x average video view time and 5x engagement rate. The launch of the campaign was a pivotal turning point for the business. As a direct result of the #StandByToughMoms launch, All Out® turned share declines into growth.
All Out® launched a campaign through a provocative film that pulled the curtain back on this mom-shaming behavior. National channels came forward to debate. Akshay Kumar, a Bollywood celebrity activist, was the first to spread the word. Writers, bloggers, parenting sites and Parent Teacher Association meetings grew the conversation. We launched a Facebook app that urged people to nominate the tough moms in their life. A video content for India's leading sports award -TOISA- run by The Times of India. Featuring moms of leading Indian athletes about the tough choices they make while raising their kids ran on video channels.
Indian mothers are tough disciplinarians because they want to protect their kids from harm and want to prepare them for the future. But India is a deeply patriarchal society, and young moms in India who discipline their children face deep criticism from their own family members. Yet this criticism is not something that is talked about and shared widely. Young mothers refuse to speak about it. They suffer alone. All Out® decided that it would bring the hidden stresses of tough Indian moms into the open and ignite a national conversation around the issue.