Background

* At first glance, Thailand seems to be a good place to be a trans woman. * The culture seems inclusive but when you dig deep, the acceptance is superficial. While you will see lots of LGBTQI characters in popular culture, they are stereotypical and seen as loud, comical jokes or weird. * Brief * Pantene wanted to genuinely serve and empower a relevant community in a way that their broader audience of millennials would find relevant and engaging as well. Serving a smaller specific community that is underrepresented or on the fringes of society when done with authenticity wins brand love with the masses. * Who, how and in a way that is mobile and social first for maximum impact - that was their brief.

Describe the creative idea

#SeeBeautyNotGender - This mobile first campaign with social thinking at its core was co-created with celebrities, influencers, creators and activists from the Trans community. Short feed videos, images, streaming video and interactive IG stories, all made with, starring and directed by Transwomen challenged society to stop the unconscious bias. To stop focussing on their gender so much that it blinds them to all their other beautiful human qualities. What Thai Transwomen wanted the most to change, came through and resonated with authenticity. Along with seeding and amplification from the celebrity handles, a second wave of LGBTQI influencers and Thai cultural ambassadors mainstreamed the conversation.

Describe the strategy

* Data gathering * We did not just gather data, we actually got Tranwomen in Thailand to create the campaign. * We conducted in person interviews, focus groups and reached out to online groups and communities to understand what they really felt was the biggest issue for them. Was it bullying, bias in hiring or legal rights. The idea was shaped, the scripts were written and even the shooting and executions were done in full collaboration with the community, the agency, Facebook and Pantene. * Target audience (consumer demographic/individuals/organisations) * Pantene wanted to genuinely serve and empower a relevant community in a way that their broader audience of millennials would find relevant and engaging as well. Serving a smaller specific community that is underrepresented or on the fringes of society

Describe the execution

* Short feed videos, images, streaming video and interactive IG stories, all made with, starring and directed by Transwomen challenged society to stop the unconscious bias. * four weeks plus amplification * Facebook, Instagram feed and stories, statics, short videos, in stream, You tube, twitter. * * 11 MM reach on FB and IG alone. Plus additional reach on other social channels and through organic and boosted influencer amplification.

List the results

* The reach on Facebook and Instagram alone was over 11 MM. Plus the amplification through online groups and influencers drove reach even further. A staggering 400,000 positive reactions, 13,000 shares and 6.7 Million views and engagement on Facebook and Instagram showed not just the quantity but quality and depth of engagement. * Also #1 Trending topic on twitter within 3 hours and 13 976684 views on Youtube. * And the conversation continued offline with tons of press coverage. * But the best result? The campaign was so successful that it created lasting commitment from the brand. Poyd is now an official Pantene brand ambassador the world’s first Trans woman to be one. Inspired by Thailand, Pantene Philippines just signed their first Transgender brand ambassador too.