The campaign was activated on a global scale in countries such us UK, USA, India, Brazil and Indonesia. Since we created an original piece of content that would be exhibited in the prenatal group circuit, no regulations applied. Still, the content needed to be considered suitable by the participating associates.

Launch program details:

- A 24hr launch built around Universal Children’s Day starting at sunrise in Indonesia and culminating at sundown in the US.

- Released a global study, ‘How Children Inspire Sustainable Living’, executed by Berland, posing questions to 4,000 parents and 4,000 children. This study, together with focus groups, revealed that children are the catalysts to inspiring adults to adopt greener lifestyles.

- Launched through Unilever owned social channels and drove to scale views of the ‘Why Bring a Child into This World?’ film.

- Engaged employees, key opinion formers and celebrity ambassadors, including Fergie, Robbie Williams and Shahrukh Khan.

- Worked with Unilever brands to develop bespoke social content that celebrated launch and thanked consumers who created ‘Acts of Sunlight’.

- Provided real-time analytics from a 24/7 ‘command center’ news room and rolled out additional content following the launch in a real-time publishing model during the first month.

The launch of Project Sunlight exceeded all campaign metrics and landed Unilever’s point-of-view while generating positive sentiment and engaging consumers to act.

The prenatal group experience garnered top-tier media results across launch markets and in business and consumer media including: Times of India, USA Today, The Guardian, BuzzFeed, The Wall Street Journal and Ellen TV.

• Video views: 70 million (vs. target of 50 million)

• Web hub visits: 2.7 million (vs. target of 500,000)

• Campaign Conversations: 85,000 (vs. target of 40,000)

• Earned media impressions: 1.2 billion

• Facebook and Google impressions: 1.1 billion

• Engagement rate: 4.2% (vs. target of 3.78%)