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INSIGHT
Unilever SEA was to hold an e-commerce event on Lazada called “Shop to Give.” Part of the sales here go to charity. UNICEF was its beneficiary, to help the organization help Filipino kids.
But charitable organizations in the Philippines struggle in raising donations due to donor fatigue.
IDEA
To reach out to patrons in a fresh and inviting way–we changed the logos of all 32 Unilever brands intro drawings of a kid…and we didn’t stop there.
To drive home the message of SHOP2GIVE, we violated the logos of all Unilever brands, and convinced the multinational to allow us to–all for the good of the kids.
RESULTS
3%
REVENUE VS. PREVIOUS LAZADA SALES CAMPAIGN
158%
MORE THAN THE SALES TARGET IN 24 HOURS
USD 772K
EARNED MEDIA SECURED
20%
OF RECORD-BREAKING SALES DONATED