Amazon: When a woman shops

Online brand Amazon used a digital and outdoor strategy to appeal to women shoppers in India.

Campaign details

Brand: AmazonBrand owner: AmazonLead agency: Ogilvy & MatherCountry: IndiaIndustries: Online retailMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

WHEN A WOMAN SHOPS

Wooing women to shop online was not going to be easy. When rational arguments didn't impress them, Amazon.in had to up its game to change the conversation. And it did this by breaking one of the biggest myths about women and shopping.

#WhenAWomanShops was a social experiment that proved that women don't...

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