Summary
Zomato: WHY SHOULD SHE EVEN COOK IN THE FIRST PLACE? The glorification of women who could work and cook as superwomen was creating pressure on young women to do it all. Zomato decided to question the norm of WHY SHOULD SHE EVEN COOK IN THE FIRST PLACE and NORMALIZE ‘NOT COOKING' FOR WOMEN TO LIBERATE HER FROM THE PRESSURE!
Challenge
Younger generations expect a brand to do more than just the basic. They expect them to have a voice, an influence, a purpose and to be on the right side of a conversation. And that is why it wanted to be more than just a food delivery service. Women's Day would see a slight uptick in ordering. With food often being ordered ‘for the woman', to give her break. Ordering wasn't really the problem, but the fact that it was just a sign of just patronizing women & their fight for equality. We found that this was stemming from a deep-rooted cultural issue. While women have shattered glass ceilings in every field, the one thing that they are unable to liberate themselves from is Cooking. So, this Women's Day Zomato decided to be on the right side of this conversation by liberating women from such pressures of cooking.
Objective
Success for this small budget campaign was in the bigness of its conversation. While the generational monster was ‘COOKING', it was critical for us to take the message. Hence the objectives were: 1. BREAK THE ‘WOMEN'S DAY CLUTTER' – Women's Day is full of messages from every brand. In the giant ‘concert' of brands, we had to make sure that our voice is heard for a woman's voice to be heard. 2. Engage women in the campaign as it was critical for us to get women to participate. Which meant reaching out to 11 mm women in a single day & engaging at least 7% (industry benchmark). 3. Help them connect with the brand–seeing it as an ally. Which meant improving brand consideration by 3% amongst women & younger audiences. 4. Our small budget campaign had to punch above its weight; creating greater ROIs & impact by delivering better reach.
Strategy
Today, expectations from a woman have only gotten an upgrade as they're expected to work and cook. A quick look at the matrimonial section can point to this ‘crushing' phenomenon where a perfect ‘well settled girl' was someone who was educated, working & homely i.e., knows how to cook. We wanted to know what lead to this after years of fight for women's equality. What we found was a deeper, problem where the society's response was adding back to it. Balancing outside work with ‘cooking' made women modern day ‘Annapurnas'. Pop culture, brands, and even other women hailed women who could work 9 to 5 and manage their houses as ‘superwomen' and ‘role models'. This glorification of women who could work and cook as superwomen was creating pressure on young women to do it all. ZOMATO DECIDED TO BE BRAVER AND ISNTEAD OF FIGHTING PATRIACHY BY PATRONIZING, we decided to question the norm of why should she even cook in the first place? Shifting the equality axis on cooking from reducing her pressure to help her cook to make cooking a choice for her. With powerful campaign idea that normalized women who don't cook & turned a defensive stance into statement of choice: So what if I don't cook! We brought it alive with a simple story that: 1. Celebrated those who don't cook and choose not to feel guilty about it. 2. And celebrated those who supported her choice to not cook. To make it powerful, we brought on board the biggest supporter of a women who chooses not to cook, fearlessly – Indian Olympian PV Sindhu's Father. The conversation made Women's Day more than just a break for her and sparked women to talk about this choice.
Data
Getting women engaged & involved in the campaign - reaching out to 11 million women, engaging at least 7% (industry benchmark).
Solution
WITH POWERFUL CAMPAIGN IDEA THAT NORMALIZED WOMEN WHO DON'T COOK & TURNED A DEFENSIVE STANCE INTO STATEMENT OF CHOICE: So what if I don't cook! We brought it alive with a simple story that: 1. Celebrated those who don't cook and choose not to feel guilty about it. 2. And celebrated those who supported her choice to not cook. To make it powerful, we brought on board the biggest supporter of a women who chooses not to cook, fearlessly – Indian Olympian PV Sindhu's Father. With an endearing message from him on how he sees cooking as a choice. The conversation made Women's Day more than just a break for her and sparked women to talk about this choice.
Results
1. Break the ‘Women's Day clutter' RESULT: SO WHAT IF DON'T COOK WAS ONE OF THE MOST TALKED ABOUT CAMPAIGNS THAT STOOD OUT & POPULAR VOICES TOOK NOTICE, WITH THE CAMPAIGN BEING ORGANICALLY SHARED BY MANY WOMEN INFLUENCERS 2. Getting women engaged & involved in the campaign - reaching out to 11 million women, engaging at least 7% (industry benchmark). RESULT: THE CAMPAIGN BROKE OUT OF WOMEN'S DAY CLUTTER, REACHED 16 MILLION WOMEN & ENGAGED A STAGGERING 14%. THIS WAS SIGNFICANT KEEPING IN MIND THAT IT WAS A SMALL BUDGET CAMPAIGN RELEASED FOR A SINGLE DAY ON ONE OF THE MOST CROWDED MEDIA DAYS IN A MARKETING CALENDAR. 3. Connect with the brand – see it as an ally. Which meant improving brand consideration by 3% amongst women & younger audiences. Also lift positive sentiment by 10%. RESULT: CONSIDERATION FOR THE BRAND LIFTED BY 6.2% IN JUST 1 DAY. 2X OF THE SET OBJECTIVE OF 3%. POSITIVE SENTIMENT AFTER THE LONGEST TIME WAS LIFTED BY 10%. SIMPLY PUT, MORE WOMEN & YOUNGER AUDIENCES WERE HAPPY TO CONNECT & ENGAGE WITH ZOMATO ON WOMEN'S DAY. 4. Small budget campaign had to punch above its weight RESULT: EVEN FACEBOOK ALGORITHM COULDN'T LIMIT ITS ORGANIC REACH; SUCH WAS THE POWER OF THIS MESSAGE. THE CAMPAIGN RECEIVED 1 MILLION+ ORGANIC VIEWS. A SIGNIFICANT INDICATOR OF HOW THE MESSAGE RESONATED WITH OUR AUDIENCE. SPECIALLY WHEN PLATFORMS ARE LIMITING ORGANIC REACH HEAVILY.
