Delivering Unilever’s most successful brand purpose campaign ever
Simple. Choose Kindness
Simple Choose kindness 2' Case study
In the UK, nearly 1 in 3 teens experience online bullying – and it’s only getting worse. As the UK’s No.1 skincare brand, Simple wanted to make a stand.
In-line with their new brand purpose – being Kind to People – our aim was to make a real difference by reaching out to their teen audience in a totally new way.
With help from Ditch the Label, an international anti-bullying charity, and Little Mix, a band that has been directly affected by this issue, we encouraged Gen Z to stand tall, wipe away the hate, and #ChooseKindness.
Simple Choose kindness 20"
Results
- +6.9% value sales Year on Year
- 30% uplift on volume and value sales at Tesco
Best in class Superdrug activation
- 20M Video Views (all campaign assets)
- Core campaign video viewed on Twitter 7.2 million times
- 2.5m Completions of Snap Lens Game (83% completion rate)
- Voted Best Brand Purpose campaign by Twitter
- Every 9 mins someone in need receives help from Ditch the label
The campaign included:
Social films featuring Little Mix
A custom-made Twitter chatbot
Twitter Promoted Trend Spotlight Ad to get #ChooseKindness trending
Bespoke Snap filter
Specially designed GIPHY stickers
On World Kindness Day, we also ran a LIVE Q&A on Twitter
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