In 2018, Unilever Philippines partnered with Lazada, Southeast Asia's amazon.com, to help Filipino kids.

Called SHOP2GIVE, every Unilever purchase meant a donation to UNICEF.

We violated the logos of Unilever brands to make the cause of Filipino children more real to shoppers.

It was successful.

So...what do you do for an encore?

Violate the logos of Unilever brands even more.

On the second year of SHOP2GIVE, we not only rendered the logos in children's drawings, but we actually changed the names of all 32 Unilever brands to the actual names of the kids Filipinos can help with the drive: 'Dove' became 'Dave,' 'Lipton'

became 'Clinton,' 'Axe' became 'Axel'...and so on.

Making the products personify the children. Moving the shopper to buy the brand.

The name changes were seen everywhere.

On all the social assets of Unilever brands.

The Lazada website. Manila’s billboards. And many more materials.

And Filipinos noticed.

They saw the children they could help in Unilever products, and shopped to give.

Results:

*Overdelivered on committed shop traffic by 181%.

*Achieved 167% better conversion rate vs. target.

*Realized 100% of sales target (at 118% basket size).

*Biggest single-day Unilever branded campaign on Lazada

*Unilever named No. 1 FMCG company on Lazada for the month.

Most importantly, 25% of the record-breaking sales was donated to UNICEF.