In a commoditized market, Ariel needed to distinguish its brand beyond product effectiveness and price point. The brand wanted to empower women, and created a campaign that celebrated the stories of “ordinary women” while inviting consumers to share their own stories via mobile in exchange for prizes.
Objective and Context:
Ariel laundry detergent wanted to drive brand awareness while associating the company with women’s empowerment. The brand launched a campaign celebrating “ordinary women” in South Africa by collecting real stories of women who achieved success and overcome difficulties.
Ariel focused on targeting two groups particular to the South African landscape: domestic workers and Stokvel members (Stokvel is a savings club for shoppers in South Africa). This group consists of women 30 years and older, who are generally single, with low income or earnings.
Inspired by the African Proverb, “If you educate a man you educate an individual, but if you educate a woman, you educate a nation,” Ariel created the “Impossible Made Possible” campaign. The brand found that most South African households are led by women. These “ordinary women” make the impossible possible for their families without recognition. Ariel partnered with renowned gospel singer Rebecca Malope to sing the praises of these extraordinary women.
Overall Campaign Execution:
The campaign launched and showcased the story of Letiwe: an office cleaner with four children whose Impossible to Possible story was taking her eldest daughter to nursing school while supporting her family and relatives, culminating in her proudest moment when she was promoted in 2015 from domestic worker to office cleaner. The ads, delivered via text, drove consumers to a USSD portal that collected their contact information and triggered a voice call back with instruction to record their story for prizes like cash, washing machines, and the opportunity to tell their story on national TV.
Ariel created a mobile platform where participants’ stories could be recorded. It was launched at an exclusive Rebecca Malope concert and the call to action was promoted on multiple platforms at different consumer touchpoints like in-store, at Stokvel activations, on radio and TV through branded entertainment, and via social media and mobile advertising. Mobile served as the key channel for the campaign, as it allowed the brand to be flexible and adapt the method of contest entry, and was an effective way to grab and hold the target audience’s attention.
Ariel reached and surpassed campaign objectives: