Capgemini India came up with an innovative Women’s Day campaign. We did come across various women’s day campaigns by brands across the World. However, very few would have registered in our mind for long period. Here is one campaign, which I can’t forget for a long time. The campaign was so interesting that I was glued to their Twitter handle for almost entire day to capture each moment, so that I could pen down this blogpost (ya, finally I got time to pen this piece!). Let’s go through the entire campaign. I recommend to read it one go from the beginning to understand the entire story, else you would lose the context! Here we go!
On this International Women’s Day, I woke up to a surprise when I noticed a personal content from Capgemini India’s Twitter handle on my timeline. The first impression I had was, “Shit! Has someone tweeted this by mistake?”. Quickly, I scanned the handle and learnt that a beautiful campaign was to unfold throughout the day.
Capgemini India showcased how they empowered their female employees through this women’s day campaign. They allowed Vaishali Wanchoo to tweet about a women’s life by showcasing how her day look like on daily basis. There couldn’t have been a riskier proposition for a women’s day campaign. However, all kudos to the top management who went ahead with this campaign. Let’s see how Vaishali showcased a working women’s life through Capgemini Twitter handle.
Announcement of Campaign
This is very much needed when such high risk efforts are carried out by a global brand like Capgemini. Vaishali rightly announced that she would be tweeting about her day through the Capgemini’s corporate Twitter handle.
She also ensured that the bio section was updated to avoid any confusion for Capgemini followers and others who would come across the tweets.
Early Morning at Home
Vaishali started tweeting about how her days were busy in early morning at home. She highlighted in a subtle manner how working women have other responsibilities at home before they start their work at office.
Off to Work
Then came the tweets about how her work started. Vaishali tweeted about the hearty greeting by a women helper, her colleagues at work and captured the lighter moments during her breakfast with colleagues.
Women’s Day Campaign at Capgemini
Then Vaishali tweeted about Women’s Day celebrations at Capgemini. She also thanked other important women in her life – mother, kid and colleagues.
Work at Capgemini
Vaishali then showcased her work life through these tweets. After all how can you miss work from all fun!
Wrap at Work
The day comes to an end at office with some cake cutting and thanking her male counterparts. Did it over here? Nooo! The day continues for all women at home.
End of Day at Home
These tweets clearly showcased how women have additional responsibilities at home even after tiring day at work.
So, wasn’t it a beautiful storytelling women’s day campaign by Capgemini? What do we take away from this campaign?
Here are few of my takeaways from this campaign:
- It’s easier to speak about organization’s philosophy on website and ppts, but you got really put in your effort to practice it and showcase it to the world
- Organizations sometimes should take that calculated risk to differentiate themselves from their competitors
- Storytelling need not be just in the form of a video or a GIF image, sometimes such live action conveyed through static images too hooks the audience
- Enough training and precautions should be taken while conducting such real-time campaigns. I am sure Capgemini trained Vaishali well and prepared her for this additional responsibility of the day
- Employees should volunteer themselves and should come forward to support their organization’s social media team. Enough has been said that social media is no more ‘just a marketing team’s job’.
I truly loved this campaign and hence was motivated to blog about it even after three months of its execution. Did you like it? Share your thoughts in the comments section below.