Ariel: Impossible Made Possible

This case study explains how Ariel, a detergent brand, celebrated ordinary women in South Africa by partnering with gospel singer Rebecca Malope to launch a call to action at her concert.

Campaign details

Brand: ArielLead agency: Mobitainment & Brainbow Conscious CreativesRegion: EMEA

Objective

  1. Increase brand awareness of Ariel and association with the movement of female empowerment
    1. Measured by reach of, and engagement with, Ariel's message of celebrating ordinary women in South Africa
  2. Collect real stories of real women who have achieved success or overcome difficulties
    1. Measured by how many stories we were able to record
    2. In English as well as 3 other vernacular languages
    3. Target 6,000 calls to record
  3. Build engagement and community for Ariel
    1. Get explicit consent to communicate going forward
    2. Understand what language they...

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