Direct selling company of premium food storage products, Tupperware India, has recently launched an ad campaign titled ‘She Can, You Can’, featuring real-life heroes Chhavi Rajawat, sarpanch at village Soda in Rajasthan and Saloni Malhotra, Founder and CEO of first KPO in rural India - Desicrew Solutions.
‘She Can, You Can’ is aligned with Tupperware’s vision to ‘Enlighten, Educate and Empower’ women across the globe, and is based on a crowd sourcing strategy of gathering stories. You could feature on the next Tupperware campaign if your story is an extraordinary one, just as the role models, Chhavi and Saloni.
You can read inspiring stories or share your own at the specially dedicated site by Tupperware for ‘She Can, You Can’. In addition, the campaign has employed Facebook, Twitter and YouTube to spread the word on social media.
About ‘She Can, You Can’ Facebook app
An app has been designed on the brands Facebook page, which is a carbon copy of the website. There are similar tabs as in the site – Home, Stories, Media, Share your story. This gives an option for Facebook users to share their story within Facebook itself.
The home section is a comprehensive introduction to the concept and what it plans to do for you. You can begin by reading about Chhavi’s story of bringing hope to a village or Saloni’s story of creating opportunities in another.
At the bottom, you can see a short excerpt of inspiring stories by other women and if it interests you enough, you can click on ‘read more’. The complete story is displayed in a new page within the app along with an option to check out more stories.
‘Share your story’ is the place to submit your story. Your name and email is displayed by the app. All you have to do is enter your story title and your story into the boxes provided. There is an option to upload your picture from the computer or your Facebook profile.
For those who may not have a story yet but want to create one, there is the ‘Fulfill your dreams with Tupperware’ button. A click on the button takes you to the contact page of the official Tupperware site.
She Can, You Can on Twitter
The campaign isn’t being pushed aggressively on Twitter. Moreover, Twitter is lagging behind in connecting or conversing with its community. Content does not vary much from that on Facebook and this could be quite boring for a fan present on both the networks. Twitter is an excellent medium to make connections and build a community but sadly none of it is being done currently. The Twitter page follows nobody!
She Can, You Can on YouTube
Tupperware has created a brand channel for ‘She Can, You Can’, which already has 31 subscribers and 45,338 total views on the videos uploaded by the brand. The TVCs featuring Chhavi and Saloni and the making of the TVCs form the 10 videos at present. Perhaps, going further, the brand channel would be employed to feature videos of users too.
Here is the TVC for Chhavi Rajawat:
How cool is the campaign?
From the face of it, the ‘She Can, You Can’ initiative has been well thought of for a long term vision and brand positioning. The idea of celebrating everyday womens’ stories of empowerment is going to be the key to its growth. A few points worth mentioning in this campaign are:
1. Facebook is a wonderful place to market to women: Besides a great idea, the medium chosen is also great. Although female users in India constitute a far lesser percentage compared to other countries, these users spend most of their online time on social networking giant – Facebook. Hence, running the ‘She Can, You Can’ initiative through a dedicated app on the brands Facebook page is a great move.
2. Weaving in a well-integrated and actionable app: What really caught my attention was that the entire Facebook campaign reproduces the ‘She Can, You Can’ website in terms of look, feel and functionality. It does not drive you away from the Facebook page at any point in time. Besides sharing stories, the app also has a provision for inspired women to join the Tupperware force. This is excellent call for action from a brand that relies on its direct seller network.
3. The incentive is the USP: The desire to join the Tupperware vision increases manyfold when a woman is given a platform to feature her story!
However, Tupperware fails to tell its own story on the Facebook page. It could make use of the Facebook Timeline feature to share its rich history of products, like the one on its official website under ‘History’ - a beautiful visual story of its products from 1942!
It is interesting to see a direct seller like Tupperware, that did not believe in advertising through mainstream media earlier, now jump onto TVCs and some social media action. Sometime back, the brand had tied-up with Bollywood for a strategic placement of their product in movies like Bodyguard and We are Family.
Moreover, it also points to a new trend in brand endorsements that are roping in people whose real life story matches up with the brand’s vision.
Crowd sourcing stories of your fans and showcasing them on blogs or Facebook isn’t a novel thing. Execution may differ but the intention is the same - get your community to own the brand. Maggi noodles had invited fans to share their Maggi moments in a contest, where they could win the chance to feature in the next TVC or on the pack. On similar lines, Tata Nano invites stories from Nano users every month on Facebook, to feature them on a blog called ‘Nano Diaries’.
Tupperware’s foray into social media for ‘She Can, You Can’ is a welcome move, in fact it is just an extension of what the brand was always into – empowering women. Only now it has moved onto larger grounds and into social spaces where it can reach more women.
Do you think Tupperware’s evolution into advertising and social media nullifies the ‘direct seller’ term or is it just another means to grow its direct seller network?