Project Eve is honoring a woman’s softer strengths: her loving nature, her graciousness, her elegance, her willpower, her tact, her drive with the Soft is Powerful campaign.
To celebrate International Day and being a brand by women and for women, Project Eve envisaged that that the celebration needed to come from a place personal to the brand, something one would take real pride in. This meant celebrating every woman for all her strengths and putting a smile on her face.
Sponsor
Project Eve by Reliance Retail is a premium retail brand unlike any other. Its unique concept ensured that independent, sophisticated women between 25 and 40 would be treated to a destination store built to provide everything a woman would need – from clothes, footwear, accessories, cosmetics, in-house salon, personal stylist – to look and feel fabulous. Today Project Eve is going strong with 20 stores and counting across all the big Indian metropolitans.
“The power of music to strike the right chord never goes out of fashion. Add to that the charm of fact over fiction and personalization over carpet-bombing and you can create cost-effective, content-smart ideas,” said Joono Simon, Founder of Brave New World, the agency behind the campaign.
“While the charm of heavily produced content still causes thumbs to stop, we’re living in an age where simplicity and authenticity have more power than ever before. With such a hungry and dynamic customer environment, it’s important to earn the attention of an audience by connecting, creating, and contributing,” he added
Extending the brand’s celebration of these qualities, Brave New World designed Songs for the Strong, a Women’s Day campaign where a platform was given, to tag the special ladies in their lives on the brand’s social handles, explaining why they are unique and what their soft strengths are.
Over the course of four days leading up to Women’s Day, the best comments were hand-picked. And together with Kenishaa Francis – the Instagram-famous singer-songwriter, original songs were reproduced with lyrics inspired by comments, which included the names of the nominees and their special qualities. The lyrics were brought to life with tunes that suited each nominee’s personality – some upbeat, some mellow and some downright charming.
Results:
Overall reach across social platforms is 11,67,392 with 41,625 total engagements, over 2,29,543 video views and counting.
Why did the campaign work do well? Consumers follow brands that provide them more relevance, not just basic personalisation. They are increasingly skeptical of information offered by brands, so it was important to create content that they will want to own and share. Using personalised songs, created just for one person, the brand was able to create a public platform for women to proclaim their reasons to look up to the women in their life, who make their lives better. And for those who got tagged, this was a surprise that it was personalised to them, to make them feel proud of everything that they are doing every day. For Project Eve, this campaign is a tip of our hats to all the women who march to their own tunes. Today Project Even celebrates them all.
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About Brave New World:
Brave new world is one of India’s first independent agencies to offer end-to-end integrated advertising strategy and communication across mainline, social & digital media and on-ground brand experiences. Is now in its fourth year and continues to spearhead the shift towards media-agnostic, multi-platform communication. You can view their work at www.thebravenewworld.com
