NAME : YASHANA LALWANI

CLASS : TYBMS MARKETING

ROLL NO : 355

SUBJECT : STRATEGIC BRAND

MANAGEMENT

TOPIC: ANALYSING A CAMPAIGN RELATED

TO CAUSE MARKETING

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TOPIC : CAUSE MARKETING

BRAND CHOOSEN : ARIEL

CAMPAIGN : #SHARE THE LOAD

THE AIM: A HAPPIER HOUSEHOLD WHERE MEN AND WOMEN

SHARE THE LOAD EQUALLY.

WHAT IS IT ABOUT ?

Ariel has been unearthing the reality of inequality within households in India since 2015 with
their award-winning campaign #ShareTheLoad. The movement was started to address the
unequal expectations placed on men and women starting from a young age, by asking
pertinent questions that make the audience think, introspect and act.

A NEED FOR PROGRESS

Back when it all began, 2 out of every 3women felt there was inequality between men and
women in the home.At the same time, 76% of men believed that laundry is a woman’s job.
Then along came Ariel’s first entry in the #ShareTheLoad saga, and raised an important
question: Is laundry only a woman’s job?

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LEADING BY EXAMPLE
The second season of the #ShareTheLoad campaign broke the internet in 2016, and focused
on the father’s perspective. In India, 2 out of 3 children believe that household chores are
mum’s job, reflecting the gender dynamics of tasks related to housework they saw at home.
Through the years of a child’s life, stereotypes become part of their reality, and the laundry
room becomes mum’s domain. In the heart-warming film, we listen to a father’s apology to
his daughter. He didn’t set a good example for his children, but he sees a way to make a
difference with one little change.

SONS #SHARETHELOAD
It is true that more men today Share The Load than ever before. But, despite progress, as a
society, we’re still far from complete household equality, hence the movement’s return. With
laundry at its centre, Sons #ShareTheLoad, the influential campaign’s third and newest film,
shows a mother, realizing the inherent unequal way in which she raised her two children, and
then correcting the situation by teaching her son how to do laundry.

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#SHARETHELOAD FOR EQUAL SLEEP
For generations, people have experienced unequal division of domestic chores. Studies show
that this is the reason why 71% of Indian women sleep less than their husbands. Ariel’s
fourth chapter of the #ShareTheLoad campaign was launched on World Sleep Day in 2020 to
draw attention to this and urge men to #ShareTheLoad.

The campaign film depicts the reality of women all around the world – often they’re first to
be awake and last to go to bed. When one of their basic needs in life, their sleep is impacted
in such way, it’s important that the men around them step up to do their bit. It was an
especially powerful message in 2020 when men realised that they not only have to work from
home, but for home too, and that by sharing the load, they’re sharing love.

SEE EQUAL TO SHARE EQUAL

It is based on the insight that men are willing to share household chores with other men, but
do not do so with their wives.
The three minute long video shows a conversation between a husband and a wife where the
latter expresses her anger over an incident that took place earlier in the day. Through the
narration of the incident, the film brings to light the disparity in the attitude men have
towards sharing the load of housework when it comes to other men, and their wives.

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IMPACT OF THE CAMPAIGN:

Winning with the Movement:

 In 2015, when they launched STL, 79% men thought household chores are a women’s
job. In 2016, this number had dropped to 63%. In 2018, this number had reduced to
52%.
 Marc Pritchard, Procter & Gamble's global chief brand officer, at the gender equality
panel at World Economic Forum in Davos
 The Sons#ShareTheLoad Movement garnered 73MM views nationally
 Total no. of conversations – 45000
 Sentiment – 98% Positive and neutral
 Other brands joined in the cause to show their solidarity towards household equality.

Winning with Business:

 Increasing scores on key equites

 For the 1st time ever, Ariel was ranked among Brand Equity’s 10 Most Trusted
Brands
 Impact across Path to Purchase:
 UBA (Unaided Brand Awareness) increase 13% - pre-STL vs after STL
 Consideration increase 21% - pre-STL vs after STL
 Offtake (sales) increase 125 IYA on value
 Penetration up 11% vs Year ago
 Share up 11% vs Year ago with all states growing share
 Engagement rate increases 5X (STL vs non STL posts)

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Winning with PR

 45 cities in India were activated to spread the campaign and generate media coverage.

 Various mommy communities were tapped to spread the message to moms who are
the real changemakers of the society- Babychakra, Universe of Mumbai Moms,
Kidsstoppress, Momspresso, First Moms Club.
 #ShareTheLoad equality kit was distributed to bloggers who in turn did social media
posts thus triggering conversation.
 Celebrity interviews were done to spread the message and campaign.

COMPETITORS CAMPAIGN ANALYSIS

BRAND: SURF EXCEL
CAMPAIGN : DAAG ACCHE HAI

The Daag Acche Hai proposition offered a different take in the detergent category.
While other players harped on the need to remove stains and giving spotless
cleanliness, here was Surf Excel saying that stains are good. It urged the consumers to
celebrate stains because it isn’t difficult to get rid of them. Their competition on the
other hand, had other detergent brands like Nirma, , Tide and others which were
mainly focussed on the product features and cleanliness that they brought.
Over the years Surf Excel has managed to synonymize themselves with Daag Acche
Hai – a campaign that has managed to engrave itself in consumers’ hearts and minds
with perceptive storytelling imbibed with subtle branding.

Two of the main highlights of the campaign would be – using children as

protagonists, narrating stories with an innocence and charm that other detergent
brands could not replicate. Second would be the choice of stories and causes Daag
Acche Hai associated itself with.

The resonance and cultural shift that the campaign has created over the years is
widely known and acknowledged by everyone. Surf Excel’s Brand Equity scores went
up from 63 to 70. The brand turnover grew 5.4 times. The brand was able to widen the
gap between themselves and primary rivals. Eventually, Surf Excel became the largest
laundry brand in the market and also HUL’s largest brand in the country.

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CONCLUSION:

We can analyse from the above stats of the ariel advertisement campaign that it
indeed was a success , it aimed at spreading awareness which it sure did inturn having
a positive and long lasting impact in it’s customers mind. It also boosted their sales
creating positive pr overall making it a successful campaign. Now when we analyse
its closest competitors campaign for instance surf excels daag acche hai campaign it
was also successful but both of them had a different agenda thus it did not overpower
each other rather indiviadually both of them attracted a good amount of traction .

https://mad-over-marketing.com/how-lowe-lintas-brought-surf-excels-iconic-daag-
ache-hai-to-life/

https://www.socialsamosa.com/2018/02/surf-excel-daag-acche-hai-campaign/

https://www.ariel.in/en-in/about-ariel/share-the-load/the-share-the-load-journey

https://campaignasia.com/agencyportfolio/CaseStudy/377,ariel--sons-
sharetheload.aspx#.Y8o_6nZBy3A

THANKYOU

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