2019 Winners & Shortlists

Background

Samsung Pakistan has been the market leader in hand-held products as well as the TV category in the country. However, Samsung envisions it’s brand to be more than single-bottom lined and devotes itself to its Do What You Can’t (DWYC) positioning by using its technology to do what was previously impossible even beyond its for-profit business. Bringing the DWYC promise to life in Pakistan, Samsung Pakistan started the Dekho Meri Nazar Se (Look through my lens) platform where the organization, using its cutting edge technology and zest for good, works to defeat inequality in the country through provision of equal opportunities and advocated equal rights. More than just a creating talkability and equity for the brand, Samsung wanted to create sustainable impact on a marginalized yet overwhelmingly large segment of the society: Women.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

Despite being half the population of the country, female representation in Pakistan’s economy is very low: 22% according to a 2014-2015 report. The South Asian culture still frowns upon and in some places, even forbids women from stepping out of their houses which leads to considerably lower levels of education in females. This systematic discrimination then leads to females facing higher poverty levels in the country along with a dearth of opportunities accessible to them. With the onset of the digital revolution, women in Pakistan have gained some access to the outside world. They are eagerly seeking ways they can strengthen their financials, enabling them to contribute to their households. A myriad of Facebook businesses, small home based set ups, and crafts initiatives are evidences of their passion. However, there still exists a steep gradient between urban and rural women, with the latter seeing a much smaller pool of opportunities available to them due to poor infrastructure as well as lack of education.

Describe the creative idea

In this world of divide, biases and prejudices, Samsung invited people to look through its lens and see all humans, men & women, as one.

Describe the strategy

Samsung wanted to create a sustainable solution to the predicament of rural women who had a drive to empower themselves and better their lives through financial contribution to their households. Through research, we found that females in rural areas are often involved with crafts and want to sell them to markets in the city. Unable to leave their home themselves and not trained in negotiating deals, they are left to the mercy of middlemen who exploit their lack of exposure and hideously underpay these artisans for their dedicated and untiring efforts. Samsung decided to use its technology to cut out these middlemen and give these skilled and talented females, direct access to the market. They needed to be trained on how the market works, what products and styles are in demand, as well as technology which put them directly in touch with the customers- making them truly independent.

Describe the execution

Samsung partnered with Kaarvan Crafts Foundation in a 3 year collaboration. An exclusive App and a website was developed that served as the heart of the entire initiative. An extensive Nationwide on-ground hunt was carried out to identify the most deserving women to get trained in a specific skill set. 80 women were selected for the 1st year and they were gifted Samsung smart phones. Digital and vocational trainings were carried out to equip these women with the relevant knowledge and understanding of the business and different marketplaces as well. To create awareness of the initiative, an online video was created highlighting the plight of these women in Pakistan and Samsung’s role in eliminating it. High profile influencers, across Pakistan, were brought on-board to encourage people to actively take part in supporting this initiative. Fashion blogs and Several News outlets wrote articles further cementing its success.

Describe the results/impact

Results for the first three months (Oct – Dec 2018): 86 micro-entrepreneurs Over 2000 individuals benefitted Total Sales: PKR 187,050 62% micro-entrepreneurs earning additional income +12% Average increase in income Internet Usage of the Micro-Entrepreneurs increased from 43% to 82% Email Usage of the Micro-Entrepreneurs increased from 5.5% to 47% 5.76 million video views (FB: 1.59 Million; YouTube: 4.17 Million) Impressions: 148 Million Engagement Rate: 11.37% Positive/Neutral Sentiment: 94%