The idea was to test if the perception of self-indulgent women shoppers was true by doing a social experiment with married couples, where women would be given money to shop, and they could buy anything they wanted. As it turned out, the women spent the sum on their family and broke the biggest myth about women’s self-indulgence. To spread this truth, we released the video of the experiment on social media that resonated instantly with women and made men rethink their opinion about women’s shopping.

This experiment was organised over two days in a neutral location. The participants were real-life couples from leading metro cities of India. They were not aware about the purpose of the experiment. We recorded this experiment, edited into a video for the internet and started a conversation on social media. This campaign was launched on 6th January 2016 on You Tube and Facebook, and it caught on rapidly in no time. We used twitter to trigger conversations and increase the reach.

While evaluating these results, please keep in mind that this campaign was done only for the Indian market, which makes these results impressive

33 million impressions

5.5 million views

35,000 shares

95% positive conversations