Lux My Algorithm: Ads That Cleanse Your Social Feed
LUX and VML reverse-engineered social media recommendation systems, turning ads into active "algorithm cleansers" to rescue women’s feeds.
Into the Spotlight
It’s time to shine the spotlight on women
Challenge
In Saudi Arabia, educated professional women remain in the shadows. Women make up 60% of Saudi Arabia's university graduates, yet only 15% of their workforce.
Inspiration
“With the knowledge that many professions in Saudi Arabia continue to be male-dominated despite there being qualified women who have successfully entered male-dominated fields, we believe that now, more than ever, is the time for women to dare to step Into The Spotlight,” said Anne Radmacher, Global Brand VP, Lux – Unilever.
Idea
Lux and Wunderman Thompson Singapore found a way to put these women into the spotlight. The #IntoTheSpotlight campaign used Google Adwords to move women to the top of Google search lists by buying search results around male-dominated jobs.
Growth
"In just two weeks, I received over 40 new potential clients." – Najia Alfadl, Crossfit Trainer
Every week, more professions are added to the list.
