Case Study
Shop2Give
Campaign
Client: Unilever Philippines
Agency: GIGIL
Date: August 2019
InMobi Creative Studio
Global Creative Head: Warren Souto
Art Director: Anna Ow
Developer: Dipankar Ghosh
Mobile Strategy & Activation
Background
Unilever is partnering with the United Nations Children’s Fund (UNICEF) and Lazada for an annual Shop2Give Super Brand Day sale. For every purchase made on Shop2Give day, a percentage of the sales will be donated to a UNICEF charity supporting children.
Objective
Drive e-commerce purchases on Lazada by connecting with consumers and encouraging them to support Unilever’s charitable cause.
EVERY PURCHASE IS A PURPOSE
Solution
With a strong brand purpose in mind, our mission was two-fold: To mobilise Filipinos to SHOP2GIVE on August 20, 2019, and to create an interactive experience that would engage and move the hearts of users in joining the brand to achieve this purpose.
We developed a mobile touch ad that allows users to draw with the children, making the campaign personal and emotional. The ad starts with a child drawing on the user’s screen, grabbing their attention. Users then interact with the ad by tracing a virtual dotted line to help the child complete their drawing.
The journey continues when an illustrated portrait of the child pops up full screen explaining how on #Shop2Give day each purchase contributes to a UNICEF donation that would support her dreams – an emotional layer leading into the final call to action.
This interactive experience helps to bring the campaign’s purpose to life and makes it relatable to the use.
Different Unilever brand products were renamed and hand drawn by the children.
We produced a mobile tracing unit for each Unilever brand that had a hand drawn product.
Each tracing unit was followed by a portrait of the child who’s name was on the hand drawn product, and included a heartfelt message to the user.
Finally, users are led them to Unilever’s Lazada storefront where product images were replaced by the hand drawn products. Purchases made online on Shop2Give day would support underprivileged children.
Results