Procter & Gamble: #ShareTheLoad for equal sleep

Ariel, a laundry detergent brand, launched a campaign in India to increase social pressure, maximise engagement and conversations and impact overall brand health.

Campaign details

Brand: Procter & Gamble IndiaAgency: BBDO IndiaCountry: India


  1. Increase social pressure for men to #ShareTheLoad by sparking maximum conversations and generating publicity by evolving the debate around gender inequality
    • Exceed the previous #ShareTheLoad campaign views of 83 million
    • Maximize earned media for the brand and beat previous years' scores
    • Improve scores on social impact: by reducing number of men believing that laundry is a woman's job by another 25%
  2. Maximize engagement and conversations to have a dialogue with the consumers
    • Exceed the conversations generated in previous #ShareTheLoad campaign
    • 43,000.
    • Better...

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