Agency: Mobitainment & Brainbow Conscious Creatives
Product Description
Ariel, the laundry detergent from P&G South Africa, wanted to drive awareness through creating a real connection with their consumers, and started a movement to sing the praises of women who make the impossible possible. OBJECTIVES:
- Increase Ariel brand awareness and association with movement of women empowerment.
- Collect real stories of real women who have achieved success or overcome difficulties.
- Build engagement & community
AUDIENCE: Domestic Workers, Stokvel Buying Club members: 30+, single, black women with low earnings.
Objective of the Campaign
Inspired by the African Proverb: "If...