Unilever Elidor: Elidor X Udemy: Partnering to Support Women


Campaign Summary

Elidor is a brand committed to supporting women, so when it found that women's educational lives were disrupted by the COVID-19 pandemic, it set out to make a difference. The brand partnered with online learning company Udemy and offered consumers free credits toward courses of their choosing. This strategy engaged consumers and increased their positive feelings about Elidor. The brand was also able to capture important first-party data as part of its campaign.


Objective and Context:

The COVID-19 pandemic has affected lives around the world in many ways. Elidor is a brand committed to supporting women, so when it found that women's educational lives were disrupted, it set out to make a difference.

Target Audience:

The target audience was 18-to 44-year old women who wanted to improve themselves through online learning courses. The audience was further segmented into categories including students and working women.

Creative Strategy:

Compared with the pre-pandemic period, online education has increased by 48 percent in 2020. Turkey's most preferred online education platform is Udemy, and its registration rate increased by 425 percent during the COVID-19 pandemic. Elidor collaborated with Udemy to support women pursuing education during this time. Elidor gave out Udemy credits as part of its campaign, so more women could take online courses. To announce this collaboration, Elidor used a variety of digital media platforms such as Facebook, Instagram, YouTube, Twitter, and programmatic video platforms. It created customized visuals for each segment of its target audience.


Overall Campaign Execution:

The campaign was comprised of two phases: awareness and consideration. For the awareness phase, Elidor ran its campaign on Facebook, Instagram, YouTube, Twitter, and programmatic video platforms. The main objective was to maximize the campaign's reach and inform the audience about the Elidor and Udemy partnership.

For the consideration phase, Elidor retargeted people who engaged with the campaign in the awareness phase. Facebook was an affordable way to attract leads. Also, other digital platforms were used to direct the target audience to elidor.com.tr and generate leads from there. At the end of the customer journey, the brand gave unique Udemy credit codes to consumers who completed the lead form.

Mobile Execution:

Mobile was at the heart of the campaign since mobile screen time increased drastically during the pandemic. About 90 percent of the media investment was actualized on mobile.

Results (including context, evaluation, and market impact)

With just a 30,000 Euro budget, the campaign message reached 10.2 million women through social media platforms. In total, 35,0000 Udemy credits were distributed, and consumers registered for 15,000 courses. First-party data was collected concurrently. The women who participated had a chance to choose from 30 different training courses among nine categories.

Elidor conducted a survey among participants after the campaign and got great results. On a scale of 1-5, survey participants rated the following based on how much they agree with the statements.

  • I feel I'm more qualified to reach my dreams thanks to this campaign: 4.2/5
  • Elidor is a brand that contributes positively to society: 4.2/5
  • Elidor is a brand that cares about women's development and supports women to reach their dreams: 4.4/5

Categories: | Industries: | Objectives: Social Distancing | Awards: X Finalist