Unilever: SHOP2GIVE #AddDreamsToCart
There are 2.8M out-of-school Filipino children. Last August 20, Unilever launched SHOP2GIVE #AddDreamsToCart: A 24-hour E-commerce campaign where a portion of every purchase of a Unilever product goes to UNICEF to bring back some of them to school. In this campaign, the logos of 36 Unilever products and all its SKUs were hand-drawn, and their names changed to names of kids: “Ponds” became “Pam,” “Dove” became “Diane,” “Sunsilk” became “Sunshine,” even “St. Ives” turned to “Yvette." The agency convinced Unilever to allow these logo violations to happen so the children Filipinos could help through the campaign could be personified, making shoppers buy into the cause and purchase the products.
Drawings of these products with kid-name logos were splashed across all of the Unilever brands' social assets, the E-commerce site, Manila's billboards, and other collaterals in the lead-up to the event, and the actual day of SHOP2GIVE itself. Unilever and Lazada once again aim to invite millions of Filipinos to extend a helping hand with the click of a button.
Tags: UNICEF, Unilever, SHOP2GIVE, #AddDreamsToCart, Filipino, Digital Campaign, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns Read the full article
