LA GUÍA DEL GUÍA
Challenging the macho mentality, a video tutorial at a time.
Since its arrival to the Dominican Republic, Total fuels have been winning peoples' hearts by following a powerful idea: putting people first, not only by providing high-quality products and wonderful a customer experience but also inside the company, thanks to its inclusive policies, especially on gender equality and representation.
To keep building on this people-centric approach, we were challenged to develop a content strategy that reflected this way of Total doing things.
We decided to take this as an opportunity to show the brand as a standard-bearer for change: the Dominican Republic has a long way to go in the eradication of the "macho" mentality and women are often misrepresented in categories like ours. To stay true to our people first goals, letting women behind wasn't an option but what about making them the main characters on our idea?
La Guía del Guía consisted of a series of video tutorials teaching how to deal with your car if something goes wrong, but instead of going the "traditional way" and having a guy teaching us this stuff, a woman was the instructor throughout the whole series.
Date: 2019
Client: Combustible Total
Role: Creative Director, Creative Producer, Copywriter | Mindshare (GroupM) + Ogilvy, Santo Domingo
KEYWORDS
Branding | Social Media |
Content Marketing | Content Strategy | Content Production | Integrated Campaign | Women Empowerment
The campaign run on all brand's digital platforms with hero and snackable formats that allowed us to engage with users at different times and in different ways.
La Guía del Guía was a very small step that meant a huge deal in terms of representation of women in categories traditionally led by men. We convinced the client to invest in this idea - being the first time they produce content locally - and the effort was worth it:
Not only women felt more empowed....
... but also guys loved to learn some new tricks, it didn't matter from who!
