Background

A survey conducted by L’Oréal Paris and Ipsos in 2019, with over 15,500 people in 8 countries, revealed that sexual harassment in public spaces is a pressing issue faced by women and girls. In Indonesia, 82% women have experienced at least 1 form of sexual harassment, and 91% of them admit that there is lack of education on how to fight sexual harassment. Seeing this gap, L’Oreal Paris believed that it was time for action. L’Oréal Paris knew that Indonesians across genders need to #standup against street harassment because #weareworthit In response to this, L’Oréal Paris built the STAND-UP campaign/movement in partnership with Hollaback, a nonprofit organization to help fight street harassment. The objective of the campaign was to raise awareness about street harassment and to train people about the ‘5D methodology’. The campaign intended to reach 20 million people and train 100,000

Describe the creative idea

Believing that all Indonesian women should stand up against sexual harassment, L’Oréal Paris launched a campaign with the hashtag #StandUp, driving the message that both men and women must stand up against perpetrators and fight for women’s safety. With Indonesia being the 4th largest smartphone market in the world, L’Oréal utilized a mobile-first approach to reach out to the citizens and educate them about the 5D methodology Indonesians so that they are overall more informed and vigilant of street harassment. The brand aimed to generate awareness among two audience cohorts: victims and witnesses by delivering unique messaging to each of them. Evidently, the journey and needs of each cohort are different: while victims go through physical and mental turmoil due to harassment and need to gain their self-confidence back, witnesses are often unsure of the ways to approach and intervene in such situations.

Describe the strategy

We identified L'Oréal's target audience — women aged between 18 and 44, and men aged 25 to 44 (as they were most likely to have been witnesses of street harassment). The brand understood that sexual harassment was a taboo topic in Indonesia but recognized that it was also very much needed to raise awareness. Hence L’Oréal Paris used a comprehensive creative and digital media strategy, tapping into popular platforms such as Spotify, YouTube, Facebook, Instagram and TikTok while bringing in messages from influencers whom people trusted to present a more personable front to the movement. The campaign employed a thought-provoking and interactive ad experience via full-screen rich media ads and vertical video that was used to deliver tailored messages to different audiences.

Describe the execution

Mobile and Digital has been a crucial part of the activation, contributing to around 90% of traffic into the website of www.standup-indonesia.com and 85% of trainings completed on the website. Rich Media Banner has been one of the key contributing touch point with 67.9K clicks (3 times higher) with 2.9% CTR against the benchmark of 1%. The brand used a mix of mobile rich media and video ads to ensure tailored messaging to niche audiences. They also leveraged an organic hashtag challenge on TikTok to raise awareness and promote the 5D’s methodology through uplifting messaging and viral dances. Additionally, the campaign was active across the television platform, Facebook, Instagram, and YouTube, driving massive awareness. When a user clicked on “join training’, they were redirected to a digital training program facilitated by Stand Up International that was designed to help prevent street harassment and build a safe space for all.

List the results

The interactive ad unit drove 7 million impressions with 1.9 million unique users reached, with 2 times engagement driven through interactive, full-screen mobile ads. The Display & Video 360 campaigns reached 17 million women (79% of the female population in Indonesia) and 7 million men (32% of the male population in Indonesia), with 67 million and 13 million impressions delivered, respectively. On Instagram and Facebook, the campaign achieved a total reach of 17 million and 50 million impressions, with a 5X increase in click-through rate (CTR) as compared to industry benchmarks. Additionally, the Spotify audio ads achieved a CTR that was 30% above the benchmark. The campaign website had more than 600,000 users interested and showing their support, and more than 10,000 Indonesians completed the training both online and offline. Overall, women trusted the brand and felt more empowered after the campaign.