INTO THE SPOTLIGHT - GOOGLE SEARCH WORDS

Glass Spike

Case Film

Presentation Image

TitleINTO THE SPOTLIGHT - GOOGLE SEARCH WORDS
BrandUNILEVER LUX
Product / ServiceLUX PURPOSE CAMPAIGN
CategoryA01. Glass
EntrantWUNDERMAN THOMPSON Singapore, SINGAPORE
Idea Creation J. WALTER THOMPSON SINGAPORE, SINGAPORE
Media Placement VICE ARABIA Dubai, UNITED ARAB EMIRATES
Media Placement 2 MAGNA MENA Riyadh, SAUDI ARABIA
PR GOLIN Singapore, SINGAPORE
Production GENERO Singapore, SINGAPORE
Production 2 J. WALTER THOMPSON CHAMELEON Singapore, SINGAPORE
Production 3 LIQUORICE PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Credits

Name Company Position
Marco Versolato WUNDERMAN THOMPSON Executive Creative Director
Hinoti Joshi WUNDERMAN THOMPSON Business Director
Lamia Asag-Gau Unilever Lux Global Brand Manager
Sandra Loeb Unilever Lux Global Brand Director
Vivien Ng Unilever Lux Global Assistant Brand Manager
Zainab Hamidaddin Unilever KSA Lux Brand Manager
Carl Daji WUNDERMAN THOMPSON Planning Director
Fanny Lemasson WUNDERMAN THOMPSON Digital Account Director
Denicia Lew WUNDERMAN THOMPSON Senior Account Executive
Royston Lee WUNDERMAN THOMPSON Junior Art Director
Ricardo Tronquini WUNDERMAN THOMPSON Creative Director
Ai-lin Tan WUNDERMAN THOMPSON Creative Director
Shi Wei Tan WUNDERMAN THOMPSON Senior Copywriter
Sui Kee Eng WUNDERMAN THOMPSON Junior Art Director
Deeksha Siwach WUNDERMAN THOMPSON Senior Account Executive
Sonia Kapoor Unilever Category Manager PC NAME
Asad Rehman Unilever Local Media Director
Nisha Warrier Unilever Local Media Manager
Sarah Hatata MAGNA GLOBAL Digital Performance Specialist
Raneen Zaatarah VICE Junior Account Manager
Amanda Lim Genero Client Manager - Asia
Sarah Hempstead WUNDERMAN THOMPSON Global Business Director

Background

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.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

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%.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

Describe the results/impact

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.

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