Unilever
Shop2Give Hope Campaign
Background
Unilever is partnering with the United Nations Children’s Fund (UNICEF) and Lazada for an annual Shop2Give Super Brand Day sale. A portion of the proceeds from the Shop2Give campaign will help more children and youth get improved access to quality basic education.
Problem Statement
Users need to be engaged and emotionally connected to a cause to motivate them to make a donation. However, conventional marketing methods are not effective in creating this emotional connection.
Solution
Introducing a personalized and interactive experience that appeals to the user’s emotion: It all starts with a friendly conversation through a pop-up message notification.
Users are greeted by none other than the children of Shop2Give Hope campaign themselves. An illustrated portrait of these children along with their names appears, and they ask for yours. Before you know it, they’ve written a personalized letter just for you about the cause to help children like themselves Hope for a brighter future.
To ensure brand recall, a retargeting component is added on D-day itself. The user is reminded of the cause through a pop-up notification, followed by an interactive message that uses a cool parallax style. A countdown adds urgency, encouraging the user to donate to Shop2Give Hope today. This personalized and interactive experience engages users, moving their hearts towards providing a better future for the kids.
See 2019’s campaign here
Campaign date: August 2020
Creative campaign by GIGIL
Market: Philippines
Client: Unilever
Art Director: Anna Ow
Developer: Dipankar Ghosh
