|INTO THE SPOTLIGHT - GOOGLE SEARCH WORDS
|Product / Service
|LUX PURPOSE CAMPAIGN
|WUNDERMAN THOMPSON Singapore, SINGAPORE
|J. WALTER THOMPSON SINGAPORE, SINGAPORE
|VICE ARABIA Dubai, UNITED ARAB EMIRATES
|Media Placement 2
|MAGNA MENA Riyadh, SAUDI ARABIA
|GOLIN Singapore, SINGAPORE
|GENERO Singapore, SINGAPORE
|J. WALTER THOMPSON CHAMELEON Singapore, SINGAPORE
|LIQUORICE PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|Executive Creative Director
|Lux Global Brand Manager
|Lux Global Brand Director
|Lux Global Assistant Brand Manager
|KSA Lux Brand Manager
|Digital Account Director
|Senior Account Executive
|Junior Art Director
|Shi Wei Tan
|Sui Kee Eng
|Junior Art Director
|Senior Account Executive
|Category Manager PC NAME
|Local Media Director
|Local Media Manager
|Digital Performance Specialist
|Junior Account Manager
|Client Manager - Asia
|Global Business Director
In Saudi Arabia, the beauty category is a highly contested and crowded space. Lux, a several decade old soap brand was losing relevance with the woman. To gain her attention and win back her love, we needed to change our conversation. From just being another beauty product, to showcasing her beauty that lies in her talents and abilities. We needed to find a real gap in her everyday life. Women's rights in Saudi Arabia has been appalling, being ranked 141 out of 144 on 2016's Global Gender Gap Report. Societal norms and restrictions meant little or no opportunities and exposure. Many still believe that a woman's primary role lies as a home maker and in fulfilling her duties as a wife and mother. Our objective was clear: Increase engagement with such women and give them an opportunity and platform to showcase their abilities.
Saudi Arabia's best kept secret: A woman's talents and abilities. Women were more educated than men. Yet, with strict cultural laws, just 16% were employed compared to a global average of 40%.
For too long, women have been kept in the shadows and veiled; both literally and metaphorically. It was time to highlight the talents and capabilities of women in the professional word, starting with women in male-dominated professional industries. The creative idea 'Into the Spotlight' was conceived to bring women out of the shadows and giving them an opportunity to shine in the professional lives. Using Google Adwords via a digital activation, Lux pushed female professionals to the very top of search results. This gave them the desired exposure and opportunity they deserved, every time someone searched for professionals in Saudi Arabia.
In Saudi Arabia, women are more educated than men, yet only 16% of their workforce is female, compared to a global average of nearly 40%. An staggering 76% of unemployed bachelor degree holders are female. How could Lux find a way for women to get noticed for their talents? When hirers and head-hunters look for professional services, the first platform they turn to are online search engines, primarily, Google. However, Google results in the top 5 pages for many professions were dominated by male candidates, with women having almost no visibility. We carefully analysed the top search terms on Google to identify the most male-dominated fields: sports trainers, dentists, photographers, among many others and found a way to give women the visibility they deserved via a digital activation.
On International Women's Day, Lux took over Google search results by shifting all of the media money from regular digital marketing into highlighting female professionals. We purchased hundreds of search terms on Google to ensure that the first result is that of a female professional. The user is directed to a content platform that hosts the stories of these women and are given an opportunity to reach out to know more. They are also introduced to the activation and the brand philosophy, and finally, encouraged to give women an opportunity in the professional world. For 2 months, every time someone else bought the same Adwords, we would outbid them, keeping women on top of the list. By putting women 'into the spotlight' we started a conversation that not only got women a foot in the door, but nudged society to see her in a different light.
In just 2 weeks, we put women professionals 450,000+ at the top of the Google Search results. Over 19,000 people considered female professionals by learning more about their capabilities A focused activation resulted in an audience response rate that was 2x higher than the average Google search ad. The proof of the pudding was that the women we featured experienced a dramatic increase in contact requests for their services since the launch of the campaign, gaining the much-needed opportunity to shine under the spotlight.