Categories Name : Enabling Technologies

Sub-Category : Connected Devices / The Internet of Things

Entry Name (Campaign) : #StandUpForTheLearningGap - How we used IoT to device a Purpose Driven Media Strategy

Results

P&G Shiksha’s #StandUpForTheLearningGap campaign tackled educational disparities by turning online mockery into a call for change. The campaign’s objective was to raise awareness about the learning gap affecting underprivileged children and to drive consumer action through innovative digital strategies. The strategy leveraged a blend of connected TV (CTV) and IoT technology to maximize reach and impact. High-impact ads on platforms like Google TV Masthead and Amazon FireTV ensured broad visibility and engagement in premium households. This strategic media placement amplified the message and facilitated a strong connection with the target audience. Building on this foundation, the campaign introduced an innovative IoT component with Amazon Alexa. By integrating the "Learning Gap Mode" into Alexa, we created an experiential touchpoint that transformed everyday tech interactions into reflections on educational challenges. This mode simulated learning difficulties with playful inaccuracies, such as “2 plus 2 is 22,” making the learning gap tangible and relatable. The smart device strategy not only heightened engagement but also drove over 532,000 organic interactions across 40,000 households. The seamless blend of CTV visibility and IoT innovation effectively bridged digital and real-world experiences, enhancing the campaign’s reach and impact in premium households. The campaign achieved remarkable results: a 32% increase in qComm business for P&G orders, 696% boost in positive sentiment, and a 7% rise in awareness. With 29.7 million people reached and 67.5 million video views in just four weeks, the campaign set a new benchmark leveraging tech of purpose, effectively connecting consumers to a critical social cause.