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In recent years, the application of artificial intelligence (AI) has changed the way we approach marketing. Integrating AI into your advertising strategy helps optimize targeting, personalize content, and increase engagement. AI also plays an important role in data analysis and predicting consumer trends. Specifically, in the context of Olay India’s #STEMTheGap campaign, the brand applied AI to marketing solutions to enhance interaction,v communication and problem solving of the target audience. Let’s explore more details with Aurora through the following article!

1. Context

It’s time to change the equation is a campaign in Olay India’s #STEMTheGap series

In 2021, Olay launched the #STEMTheGap campaign and received great attention in India. This campaign aims to raise awareness and discussion about the gender gap in STEM. The campaign garnered 10 million views and 80 million reaches, marking one of the brand’s largest advocacy campaigns. Olay also invested 300,3026 Rupees (~ 881 million VND) in scholarships and learning tools for more than 250 girls in difficult circumstances to cooperate with LEAD school.

The success of this campaign prompted the brand to launch the next campaign in the #STEMTheGap series in October 2023 – It’s time to change the Equation.

We all know that India is proud to have the highest rate of women graduating from STEM in the world, reaching an extremely impressive 43%. However, the harsh truth is that only about 14% of them work in the right industry. These numbers highlight the huge problem of school dropout and gender disparity in the workplace, an issue that needs to be addressed immediately.

Note: STEM – Science, Technology, Engineering, Mathematics.

Numbers drive action

A study by Olay India found that 81% of participants cited a lack of female role models as a major hindering factor in pursuing a STEM career. Up to 88% of people expressed that famous female figures in this field can motivate them, clearly having a mentor is paramount. A staggering 91% of survey respondents agreed that they need female role models to continue contributing to the STEM industry.

These “talking numbers” inspired the latest campaign in Olay’s #STEMTheGap series, which aims to shine a light on the severe mentor shortage and provide role models for women. pursue STEM fields.

2. Execution campaign

IT’S TIME TO CHANGE THE EQUATION

Equation: Equation in mathematics (mathematics) – one of the STEM fields

But “changing the equation” is not just about changing and balancing the normal equation, but also about changing the inherent prejudices in India about women and STEM fields.

Let’s explore a few quotes about stereotypes about women in the STEM field in Olay’s short film:

• Why would woman want to subject herself to such a burden? – The weight of knowledge is lighter than the burden of ignorance.
• They said “You’re a girl, learn to sew.” – So I learned to stitch wound
• They said “Take care of your love ones.” – So I learned to care for all

….

That’s how Olay tells about famous female STEM figures in history who have strived to “balance the equation” – eliminating prejudice.

Directed by famous director Anand Gandhi, the film shows the difficulties faced by women pioneering STEM experiments in India. The film follows the efforts of Dr. Anandi Joshi and Dr. Kadambini Ganguly, India’s first women doctors. Dr. Kamala Sohonie, India’s First Female Biochemist. Dr. Janaki Ammal, the first Indian botanist. Famous mathematician Mangala Narlikar and India’s first female astronaut Kalpana Chawla.

Need advice? Meet AI.SHU

The brand has launched a beta version of its virtual interactive assistant on its website. This interactive virtual facilitator was created with the help of prominent women in STEM in India to provide information and direction to young girls interested in pursuing this career. Some experts include: Shannon Olsson ((Founder & Global Director – The echo network), Swarna Manjari (Communication Designer), Dr. Vandana Prasad (Community Pediatrician and Public Health Specialist) , Tarunima Prabhakar (Technology and Policy Studies at Tattle Civic Tech and Carnegie India).

Combined with vLookUp to provide a mentorship platform

This platform helps connect high school girls with online mentors in STEM fields. More than 300 registrations were recorded last year, with participants carefully selected for the four-month program supported by volunteers from P&G and partner companies. This program completes the journey of support from virtual mentorship to creating more meaningful connections with professionals in STEM fields

Dispel gender stereotypes with the LEAD scholarship

Olay continues to partner with LEAD, India’s leading EdTech provider, to sponsor STEM scholarships for underprivileged girls. These scholarships help girls across India by providing financial support for STEM education and career development.

Priyali Kamath, Senior Vice President of Procter & Gamble (P&G), commented: “At Olay, we understand the critical importance of female role models in STEM fields and our commitment to narrowing The gender gap is unparalleled. This year’s theme, focusing on the importance of role models and introducing a mentoring initiative, underlines our commitment to ensuring every young girl knows she can become the next leader. follow in your field. Through initiatives like #STEMTheGap and our commitment to gender equality, we are working to double the number of women in STEM by 2030 and create an inclusive and equitable future than. We are proud to recognize and support the next generation of women in STEM who will one day make history in their respective fields and become role models for the young girls of the future. hybrid.

3. “Dig deep” to “understand” how to apply AI to effective campaigns

When applying AI in marketing campaigns with social goals like Olay’s #STEMTheGap, we first need to clearly define the social goal of the campaign and how AI can help achieve this goal. AI in the current period should only be a support tool to help increase efficiency and resources for the campaign, human factors and understanding people are still the core. Above all, when using AI, make sure that the technology does not create conflict with the social goals of the campaign. Avoid using AI on controversial or sensitive topics such as copyright, privacy, or replacing human labor without a clear stance.

A note for brands that want to deploy AI effectively, seek cooperation with units and experts with experience in the field of AI and marketing. They can provide the right technology solution and support effective campaign implementation. The results created by AI are not always perfect from the beginning, brands need to take steps to test, collect feedback, and continuously optimize in conjunction with experienced experts to ensure AI control. Really effective and consistent with campaign goals.

Finally, remember that social goals are NOT ONLY part of your marketing strategy, but should actually be reflected in all your business activities. Using AI intelligently and responsibly will help increase campaign effectiveness while contributing to building a beloved brand.

The potential of applying AI to marketing solutions in Vietnam

Artificial intelligence (AI) is not only a global technology trend but is also opening up enormous and promising potential in the field of marketing in Vietnam. From analyzing customer data, optimizing advertising campaigns, to personalizing shopping experiences, AI is opening up endless opportunities for brands to engage more deeply with consumers, better understand their needs and desires.

One of the notable recent examples is  Generative AI technology popularized through applications such as Adobe Firefly, Midjourney, Dalle 3 and related developments, which has opened a new chapter in the field of design and creativity create images. This technology is not only a support tool, but also an unlimited source of creative inspiration, helping us explore and express ideas more quickly and easily.

It can be seen that some brands such as Pepsi and BVBank have applied it to create impressive mainstream images. Although not perfect and still have suboptimal points, they have opened new promising chapters for the application of this technology. This technology is for communication and promotion in Vietnam.

However, the important thing when applying this technology is that we must also be ready to face prejudices from the community, and traditional creators especially need to pay attention to the copyright and legitimacy of the data source. used to train AI models. These tools need to be used thoughtfully, with an understanding of their nature and limitations, and always have plans to prevent and limit communication risks when applying these technologies to customers. mass campaigns.

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This is also an extremely useful sharing from Mr. Tuan Anh – General Manager at Aurora Vietnam in the “Contemplation Case” session – a series of industry talks at Aurora – an interesting regular activity to dissect, analyze and Improve understanding of the creative advertising industry.

Learning from the success of top campaigns is always an effective way to help marketers and brands gain deeper insight into the industry, consumers and markets. If you have any ideas or opinions about the article, don’t hesitate to send an email to: hello@auroravietnam.co!