BEAUTY THAT CARES: ADD HEART TO CART

TitleBEAUTY THAT CARES: ADD HEART TO CART
BrandUNILEVER - BEAUTY THAT CARES
Product / ServiceUNILEVER PERSONAL CARE
CategoryA01. Fast Moving Consumer Goods
EntrantUNILEVER PHILIPPINES Taguig City, THE PHILIPPINES
Idea Creation OGILVY PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Michael Sicam Ogilvy Philippines Group Executive Creative Director
Faus Ontengco Ogilvy Philippines Senior Art Director
Trina Enriquez Ogilvy Philippines Senior Copywriter
Kath Ong Oh- Stelton Ogilvy Philippines Account Director
Dominique Tiu Ogilvy Philippines Associate Business Unit Director
Louisse Omaña Ogilvy Philippines Account Executive
Mona Nazario- Garcia Ogilvy Philippines Managing Partner
Jasper Velarde Ogilvy & Mather Philippines Incorporated Project Manager

Background

2020 was a year that no one saw coming -- within 24 hours, the world we knew was put on hold due to the health crisis. It gave birth to a bigger global setback causing many to lose their jobs and businesses, leaving them cash-strapped. According to DTI, 95% of businesses in the Philippines are made up of small to medium enterprises and because of this year’s events, 90,000 of them were forced to close down. While most marketing efforts have directed their attention towards helping the health sector, frontliners, and the underprivileged, there is minimal support for smaller businesses that need help too. The objective of this campaign is to activate Unilever BPC's purpose, to care for people, planet, and society especially during this critical time, and drive beauty as a force for good, leveraging on the growing base of online shoppers to rally our cause.

Describe the creative idea (30% of vote)

At a time when the entire world faced the challenges of lockdown, the Philippines was one of the countries to make the sudden, drastic shift in their purchase behavior. With an increase of 41% in online shopping for 2020 alone, Filipinos turned to platforms like Shopee for their household essentials and necessities. Unilever BPC saw the opportunity to leverage on this emerging behavior to come up with tangible help they can provide those in need, together with the Filipino people. Beauty That Cares: Add Heart to Cart is a 3-day online shopping event that was established in partnership with the country’s number 1 e-commerce platform (in basket size) to provide Filipinos with an avenue to help out in the most convenient way possible -- through Unilever BPC. A portion of the proceeds accumulated from the sale will help support small local businesses recover from the current crisis.

Describe the strategy (20% of vote)

Purpose driven online shoppers: - existing Unilever BPC shoppers to show support by adding more items to their basket (upgradation) - non-Unilever BPC shoppers who want to join the cause (increase penetration) The campaign was grounded on Unilever’s philosophy #BeautyThatCares where we leveraged on Shopee’s Super Brand Day Sale as a platform to: (1) strengthen people’s awareness of Unilever BPC’s purpose. (2) give people the means to contribute to helping a society heavily affected by this year’s adversity, regardless how much their purchase is on the platform, to drive differentiation and build stronger brand love. (3) accumulate proceeds to create tangible change for our beneficiary, Mano Amiga, that can be felt by both consumers and stakeholders. (4) grow the base of Unilever BPC shoppers on e-commerce

Describe the execution (20% of vote)

Consumers were able to browse, shop, & help online with Unilever BPC items that were up to 75% off*. At the end of the 3-day sale, a portion of the proceeds were turned over to partner beneficiary, Mano Amiga for the benefit of cash-strapped small businesses. The campaign was executed in 3 phases: *Impact with influence together with KOLs who curated Beauty that Care Kits (that came with customized face masks) to attract the reach & attention of their followers. These were amplified through brand-led content that drove conversion on social media. *Add Heart to Cart by dressing up our Shopee store with product images that encourage shoppers to donate, supported by a Shopee Live, banners, voucher codes, & in-app games for easy linkouts & donations. *Foster the advocacy through Mano Amiga, who will utilize proceeds to (1)fund small businesses, (2)sustain skills training support, and (3)onboard them to Shopee marketplace.

List the results (30% of vote)

With this purpose-driven campaign, the Unilever Beauty That Cares 2020 did not only match, but exceeded the success of its 2019 debut garnering a total of 529,997 shop views, 7.2x increase in recruiting new users vs daily average and an uplift of 23x on total orders. *Total Orders: 117% achievement vs target *Gross Merchandise Value: 5% above target, uplift of 25x *Conversion Rate: uplift of 16% *Return on Investment: 469.38% *Total Earned Media Value: Php11.75M *Shop Views: 529,997 views - Our in-app shopee game brought significant exposure for the shop, having reached 377k players (7.42% of total Shopee platform users) *Total Impressions: 37.5M online users And ultimately, the campaign gathered Php1,000,000 in total donations for Mano Amiga, helping many small to medium businesses thrive beyond 2020 and lift the economy of the Philippines, successfully cementing the Unilever BPC advocacy for the people, the society, and the planet.