Social and Influencer > Web Campaign

LABELS AGAINST WOMEN

BBDO GUERRERO, Makati City / PROCTER & GAMBLE / 2014

Awards:

Bronze Cannes Lions
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Overview

Credits

Overview

Execution

Pantene 'Labels against women' kicked off with an online video showing men and women doing the same thing, but with one glaring difference: the labels used to describe them.

We partnered with a social news network called Rappler.com and initiated the first-ever Philippine study on gender bias. The alarming results were revealed in the most popular social networks to get

people talking. This was followed by webisodes featuring high-profile women talking about the issue and a new set of videos on female celebrities coming forward to face the labels against them.

Outcome

'Labels against women' gained 46 million Youtube views within five months, making it the most watched video in Philippine advertising history.Facebook COO/author Sheryl Sandberg called it ‘one of the most powerful videos I have ever seen.’ The local insight rang true for women world wide and over 500 news outlets and blogs featured the campaign, made one billion impressions and had 25 million USD earned media value. Overwhelming business results: from 18 months of continuous sales decline, value shares grew by 3% just 8 weeks after launch. Brand equity increased: 90% more likely to buy; 83% love the brand more.

Strategy

Pantene wanted to help women shine. But research showed a strong prejudice against women who are confident, assertive or career-driven.

Unlike their male counterparts, they are seen and labeled unfairly. An assertive man is a boss, while an assertive woman is bossy. A career-driven man is dedicated, a career woman is selfish.

What's worse, people have come to accept these biases. For Pantene to help women succeed, there was a need for a conversation about what stops them.

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