Background

After award winning campaigns that had impacted the thought process for millions of men the percentage of men who thought laundry was only a woman’s job declined from 79**% men to 41*% in 2020. However, even today, only 35*%men contribute daily towards household chores. This was a sign that still a lot needed to be done.

At the business front, the category of detergents was seeing a slowdown. The question from our client was inevitable – what next? Was there any cultural truth that injected a new lease of life in our brand purpose, and could we succeed last year’s success?

Objectives

1.MAXIMIZE PUBLICITY BY EVOLVING THE DEBATE ABOUT GENDER INEQUALITY IN THE HOME

KPI A: EXCEED THE PREVIOUS STL CAMPAIGN VIEWS OF 83 MN

KPI B: MAXIMIZE EARNED MEDIA

2.DEEPEN ENGAGEMENT AND PARTICIPATION

KPI: MAZIMIZE CONVERSATIONS

3. INCREASE PREFERENCE AND GROW

KPI A: Uplift core equities and grow.

Equal sleep experience through ASMR!

As fierce advocates for equality, we believed there was still a lot to be done to help take the load off women. While the film set the trigger for the debate, the ASMR (Autonomous Sensory Meridian Response) video that was co-created with GIBI enabled us to bring our purpose to life and get our woman to experience the world of equality where her partner shared the load of household responsibilities.

Our main campaign already had discovered the following cultural truth basis research.

71*% women in India sleep less than their husbands due of household chores.

Overall strategy

Ariel sought to highlight the cultural truth that the Lack of sleep is an indicator, of the inequality and patriarchy within the households.

But this year we wanted to create an experience that would incite action from men and create impact on the well-being of women.

Our ethnographic research had revealed that women would feel most relaxed if they are assured that their household chores would be taken care of.

Insight

Women sleep peacefully when they know that household chores are taken care of!

Strategy:

Get women to experience the world of equality a world of equal sleep by inspiring men to share the load!

Implementation and Placement

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The core idea of ASMR was to bring about relaxation of core senses with tranquil, tingling sounds and soothing visuals that enable the person listening and watching them to sleep and relax better.

We collaborated with YouTube ASMR specialist GIBI, who had over 3 million subscribers and created a 6-minute-long video.The effect was that of a lullaby numbing women into sleep with GIBI whispering in her unique soothing and calming tone that asked them to imagine that their husband was doing the laundry.

The video was hosted on the brand and GIBI's YouTube Page.

Timeline

The main campaign was from 13th March, 2020 'World sleep day' till 30th June 2020, ASMR video was launched on 'World ASMR day' on 9th April

Scale

The overall campaign was an integrated one which included the use of TV, PR, Digital and the ASMR branded content collaboration with GIBI

The ASMR video has more than 250K views during its launch

A. EXCEED PREVIOUS STL CAMPAIGN VIEWS OF 83 MN

Highest ever views of 200 MM across all STL campaigns.

B. MAXIMIZE EARNED MEDIA

4 billion PR impressions and 9 million dollars in earned media.

KPI A. MAXIMIZE CONVERSATIONS THAN PREVIOUS STL – 43K

•Highest ever engagement at 9.77 MM sparking over 100,000 conversations-163% higher than before

KPI 3. UPLIFT EQUITIES

• 70 % increase in preference

• 60 %increase in Trust

• 45 % increase in equity of – “deep down cleaning’

• 50 % increase in equity ' understand my needs”

• Equity Ownership of superior clean in WM

IMPACT ON BUSINESS

• In 2020 Ariel Liquids grew ahead of the category

• Highest volume in 2021 H1 in P5Y despite COVID impact

• Highest mind measures in P2Y with UBA growing