2020 Silver Best Use of Social Media

Agency: TMW Unlimited

Client: Simple Skincare

Campaign Name: Simple #ChooseKindness

Campaign Overview

A chance to choose kindness

On International Stop Cyberbullying Day, Simple launched a film to empower people to #ChooseKindness and offer support to young victims.

Strategy

Simple is known for its brand message “Kind to Skin”. But it had a new brand purpose - Kind to People - to spread kindness in a relevant and credible way for its Gen Z audience.

Research shows a third of teenagers experience online bullying. The brand decided to make a stand.

To engage Gen Z, it needed to take a fresh, disruptive but authentic approach. To overcome apathy, Simple leveraged its existing brand partnership with Little Mix, who have been personally affected by bullying.

The young, female audience is increasingly aware of cultural issues and not afraid to voice an opinion. Positive change was required from the campaign, so Simple partnered with international cyberbullying charity Ditch the Label (DTL), connecting the audience with trained mentors to help those affected.

On International Stop Cyberbullying Day it launched a 60-second film to raise awareness and mobilise UK teens to make a stand against cyberbullying with the digital and social campaign.

Creativity

The film showed all four band members tackling a hate wall filled with insults and harsh words before wiping away the unkind utterings, transforming it into a wall of kinder, more positive words for the young audience.

Simple led the conversation through a custom-made Twitter chatbot, directly engaging people with a more personal approach, asking how they had been affected.

With one tap, the audience could seek advice from real people who'd shared similar experiences. Another tap took people into Little Mix's own story of the abuse they've suffered, the effects on their own mental health, and how they decided to #ChooseKindness.

A promoted trend spotlight ad on Twitter got the hashtag trending. On World Kindness Day, the brand also ran a live Q&A on the platform, which saw 6,000 people engage directly with Ditch The Label.

TMW Unlimited - working on the campaign alongside 4th Floor Creative, Sony Music, CSM, SEEN Group and Mindshare - also created a bespoke Snap filter that showed the user surrounded by kind words, inspired by the video and the packaging of Simple’s Limited Edition range of skincare products.

The kindness revolution reached Instagram too, with specially designed GIPHY stickers to help spread the word.

Results

The videos have received more than 9 million views. Since the launch of #Choosekindness, a person in need receives help every nine minutes from Ditch the Label.

#ChooseKindness became the top trending conversation on Twitter: proof that brand purpose can be a real force for change. Over 2.5 million users engaged with the Snap filter, with a 85% completion rate.

The Team

Unilever/Simple - Libby Sherriff, Senior Brand Manager - Alex Deung, Senior Brand Manager

TMW Unlimited - Graeme Noble, Creative Director - Tom Harman, Creative Director - Lisa Morris, Copywriter - Felicity Hall, Designer - Thomas Rees-Kaye, Editor - Lloyd Francis, Head of Motion - Katie Craig, Senior Planner - Olivia Wedderburn, Associate Social Director - Lucy Burt, Senior Account Director - Tina Oundjian, Senior Campaign Manager

Contributors

4th Floor Creative, Sony Music, CSM, SEEN Group, Mindshare