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Insight

7,000 women are living in a servile marriage and many more have become gender violence victims.

Digital platforms have become a powerful tool for engagement with women, so they seek solutions and content related to their problems in specific moments in which they are not been supervised by their partners.

Several studies have shown that women are afraid to report domestic violence for several reasons. The first one, is that they consider that they are the ones that failed or that they deserve it. Secondly, women are afraid that denouncing their partners can lead to a new aggression or her partner will be imprisoned. Finally, because they think that complaints are useless.

Strategy

Thanks to programmatic tools and a retargeting strategy, MediaCom was able to segment a video banner campaign for the female target so that only women were able to see it and be impacted. In addition, the agency crossed real-time data with search trends and keywords, allowing it to serve customised, personalised videos according to individual searches being carried out by these women.

Execution

The agency wanted to show women that by not reporting or denouncing domestic violence and servile marriage, this could be very dangerous for them in the future. That is why it developed a video banner campaign in which it worked together with Colombian journalist Estefania Meira, nationally recognised for having been a victim of domestic violence – this, all with advanced programmatic and retargeting concepts.

The video banner campaign was executed in the following way. After an extensive analysis of Google searches, MediaCom created a long list of related violence keywords. Keyword behaviour was analysed in real-time and optimised. When it detected for the first time that a woman was searching Google for any word related to domestic violence or servile marriage, it posted video ads created by the influencer with some punches and attacks on his face, across a range of Colombian female blogs and portals.

In this video, the actress was showing strong movements of despair as if she was barred to act or speak, inviting to turn on the video. As the video was opened, users began the shocking experience.

In parallel, the agency tracked and kept cookies of those women, and if the software detected a new related search from the same cookie, it served a video banner with the influencer affected by new and stronger aggressions. In conclusion, users saw Estefania increasingly battered and assaulted. There was also a call to action inviting women to report aggressions with a copy "Please act now that you can".

In total, the agency created 230 new video ads in real-time according to women searches, giving a sense of a personalised ad.

Results

The campaign resulted in:
• 23% new calls to the National Reporting Line 018000 345621
• 197% increase in traffic to the web site www.stapp.com.co
• 183% new leads.
• 25% budget optimisation
• Found new keywords with great conversion rates such as “How to hide a scar in my face”.

Have Your Say

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Brand:
Ministerio del Interior
Category:
Government/Public Sector
Region:
Colombia
date:
April - April 2016
Agency:
MediaCom
Media Channel:
Online
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