SHOP2GIVE 2

TitleSHOP2GIVE 2
BrandUNILEVER
Product / ServiceUNILEVER
CategoryC07. Corporate Purpose & Social Responsibility
EntrantGIGIL Manila, THE PHILIPPINES
Idea Creation GIGIL Manila, THE PHILIPPINES
Production GIGIL Manila, THE PHILIPPINES

Credits

Name Company Position
Herbert Hernandez GIGIL Chief Creative Officer
Badong Abesamis GIGIL Chief Creative Officer
Dionie Tañada GIGIL Copywriter
Raphe Ramirez GIGIL Copywriter
Jeano Cruz GIGIL Copywriter
Heninah Salud GIGIL Art Director
Dana de Leon GIGIL Art Director
Seph Asentista GIGIL Art Director
Kim Lopez Freelancer Illustrator
Sie Macha Freelancer Illustrator
Micco Balana GIGIL Account Supervisor
Jake Yrastorza GIGIL Managing Director

Background

In 2018, Unilever Philippines partnered with Lazada, Southeast Asia's amazon.com, to help Filipino kids. Called SHOP2GIVE, every Unilever purchase meant a donation to UNICEF. We violated the logos of Unilever brands to make the cause of Filipino children more real to shoppers. It was successful. So...what do you do for an encore?

Describe the creative idea (30% of vote)

Violate the logos of Unilever brands even more. On the second year of SHOP2GIVE, we not only rendered the logos in children's drawings, but we actually changed the names of all 32 Unilever brands to the actual names of the kids Filipinos can help with the drive: 'Dove' became 'Dave,' 'Lipton' became 'Clinton,' 'Axe' became 'Axel'...and so on.

Describe the strategy (20% of vote)

Making the products personify the children. Moving the shopper to buy the brand.

Describe the execution (20% of vote)

The name changes were seen everywhere. On all the social assets of Unilever brands. The Lazada website. Manila’s billboards. And many more materials. And Filipinos noticed.

List the results (30% of vote)

They saw the children they could help in Unilever products, and shopped to give. Results: *Overdelivered on committed shop traffic by 181%. *Achieved 167% better conversion rate vs. target. *Realized 100% of sales target (at 118% basket size). *Biggest single-day Unilever branded campaign on Lazada *Unilever named No. 1 FMCG company on Lazada for the month. Most importantly, 25% of the record-breaking sales was donated to UNICEF.

Please tell us how the brand purpose inspired the work

Unilever's corporate purpose states that it should create "a positive impact...through voluntary contributions, and through the various other ways in which we engage with society." SHOP2GIVE 2 is an initiative that operationalizes this vision.