#STANDBYTOUGHMOMS

Title#STANDBYTOUGHMOMS
ClientALL OUT
Product / ServiceALL OUT MOSQUITO REPELLENT
CategoryE01. Use of Integrated Media
EntrantBBDO INDIA Gurgaon, INDIA
Idea Creation BBDO INDIA Gurgaon, INDIA

The Campaign

#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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Credits

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
Links
Video URL