Background

In a society where traditional roles are increasingly questioned, especially by women, there are still certain expectations and taboos that persist for men. This societal context provides a rich backdrop for Hypo’s “Pure Love” campaign, which seeks to address and challenge these norms.

Idea

The “Pure Love” campaign by Hypo was designed to highlight the theme of unconditional love and the purity of genuine affection. This campaign revolves around the metaphorical and literal cleanliness that Hypo products provide, symbolizing pure and unblemished love. The central narrative focuses on real, relatable stories that resonate with the audience, emphasising the small yet significant acts of love that often go unnoticed.

Strategy

The campaign strategy was to create a strong emotional connection with the audience by leveraging social media platforms to share stories and experiences that reflect the theme of pure love. By using relatable scenarios and characters, the campaign aimed to break down gender stereotypes and celebrate acts of love and care, regardless of societal expectations.

The strategy included:

• Highlighting everyday acts of love and care that go beyond traditional gender roles.
• Encouraging user-generated content where individuals share their personal stories of pure love.
• Utilizing influencers and celebrities to broaden the reach and impact of the campaign.

Execution

The “Pure Love” campaign was executed across various social media platforms with a series of engaging posts, videos, and interactive content. A key element of the campaign was a heartfelt video that portrayed different scenarios of love and care, challenging traditional gender roles and highlighting the purity of genuine affection.

• Video Content: The campaign’s central video was promoted extensively, depicting a range of touching scenarios that reflect pure love in everyday life.
• Social Media Engagement: Interactive posts and challenges encouraged users to share their own stories of pure love, creating a community-driven narrative.
• Influencer Partnerships: Collaborations with popular influencers helped to amplify the message and reach a broader audience.

Outcome

The “Pure Love” campaign resonated with the target audience, generating significant engagement and positive feedback.

1. Over 2 million views across social media platforms.
2. Over 16 million hits, including likes, comments, and shares.
3. Hypo Pure Love campaign was the most trending topic during St. Valentine’s celebration
4. More than 48 million impressions across digital platforms.
5. Over 1.1 million new subscribers to Hypo’s customer base.

The campaign effectively positioned Hypo as a brand that values and promotes pure, unconditional love, breaking down traditional gender norms and encouraging a more inclusive perspective on acts of care and affection.

Creative/Production Credits

• Advertising Agency: Noah’s Ark Communications, Lagos, Nigeria
• Chief Creative Officer: Lanre Adisa

• Executive Creative Director: Abolaji Alausa

• Creative Directors: Maurice Ugwonoh |Yemi Arawore

• Art Directors: Aladeniji Olumaiye |Sheu Sodiq

• Copywriters: Kunle Omope|OnyeKachi Uju Sarah

• Account Executives: Emmanuella Nnadozie|Maria Omole|Anita Erhirhe
• Digital Executives: Yomi Alake| Catherine Ogwuru

• Photographer / Production House: Underdog Productions

Case video: https://www.youtube.com/watch?v=pv1A0wxnjZE