An E-commerce campaign that raised donations for UNICEF, Unilever Philippines‘ ‘SHOP2GIVE’ received 1 Gold for Advocacy, and 1 Silver for Responsible Citizenship in the 2019 Tambuli Awards. The idea was conceptualized by agency GIGIL, and brought to life by Spark It! and Mindshare Philippines. It was GIGIL and Spark It!’s first time to enter the show.
Rolled out last October 17, 2018, the SHOP2GIVE flash sale helped shoppers donate to UNICEF by just buying their favorite Unilever products on Lazada. During the campaign, Unilever allowed all the logos of its 32 brands to be rendered as drawings of a kid to move Filipinos. Unilever’s Lazada website, its brands’ Facebook pages, the Facebook pages of its brand endorsers, the multinational’s out-of-home and print materials–all were transformed for the cause. The first Facebook Live marathon was even executed for SHOP2GIVE, the kids’ drawings taking center stage. All these resulted in the campaign surpassing its target by 158%, allowing Unilever to give a significant amount of its record-breaking sales to UNICEF.
The Tambuli Awards recognizes creative, purposeful, and effective brand work in the Asia Pacific region.
SHOP2GIVE previously won a Bronze in the inaugural E-commerce category of the ADFEST, and 2 Silvers in the 2019 Adobo Design Awards. It was named by Lazada Southeast Asia as the ‘Best Marketing Innovation 2018.’
CREDITS
CLIENT
Client: Unilever Philippines
Chairman and CEO: Benjie Yap
VP Sustainable Business & Communications: Ed Sunico
VP Personal Care: Dorothy Dee-Ching
VP Customer Development: Fredy Ong
Media Director, Unilever Philippines & E-Commerce Media for SEAA: Dennis Perez
Corporate Communications Team: Anne Malolos
Marketing Team: Bea Joson & Marianne Tan
Supply Chain Team: Katrina Mendoza
PR Team: Apples Aberin & Lexi Tan
Customer Engagement Center: Ria Salvana
Promos and Merchandising Operations Group: Hershey Delantar & Gloria Del Rosario
Unilever Media Team: Macce Samarista & Sandrine Chanto
Customer Development Team:
Diane Kimberly Tan
Kay Veloso
Lester Cuneta
Peachy Patron
Joselle Dela Rosa
Harumi Kimura
Leanne Balmes
PROJECT PARTNERS
Country Representative, UNICEF: Lotta Sylwander
Chief Executive Officer, Lazada Philippines: Ray Alimurung
Chief Business Officer, Lazada Philippines: Emma Chavarot
CREATIVES
Agency: GIGIL
Partner: Herbert Hernandez
Partner: Badong Abesamis
Partner: Isabel Prollamante
Head of Social & Senior Copywriter: Jeano Cruz
Head of Design: Edi Loyola
Art Director: Joey Sendaydiego
Art Director: Jaime Yusingbo
Art Director: Heninah Salud
Illustrator: Jepoy Almario
PR
Agency: Spark It! PH
Franco Christian Santos
Kara Santiago
Cheryl Anne Gatan
Marc Christian Amoranto
MEDIA
Agency: Mindshare Philippines
Abhishek Gupta
Richard Montealegre
Mitch Ramos
Steph King
Sean Go
April Lagua
Freddie Estaris
Lorena Loren
Mark Romero
