Make It Relatable
When a business in Ireland wanted to showcase the gender pay gap in pensions, the challenge was: How do you grab people’s attention? The answer? The creation of a pretty sweet, award-winning B2C campaign involving a “99” ice cream cone, a popular treat in Ireland.
The campaign featured a video showing a man in an ice cream van equipped with a hidden camera serving 99 ice cream to customers. While explaining to female customers they get 22 percent less ice cream than male customers (so a “77” ice cream cone), the video showed their perplexed and baffled reactions, underscoring how ridiculous it was to think women deserved less. The video then segued into information regarding the 22-percent gender gap for pensions.
The key to the campaign’s success? Humanizing the data. The campaign, by the way, would go on to be recognized by the Content Marketing Institute as the 2020 B2C branded content campaign of the year.