With this campaign, Johnnie Walker took a stand against gender inequality in Hungary, aligning with its long-standing dedication to collective societal progress and female empowerment. With 59.2% of Johnnie Walker drinkers in Eastern Europe being women, the brand sought to empower women and drive change in a region where gender issues are often neglected. Recognizing that only 2% of influencers engage in discussions on gender inequality, Johnnie Walker and Dorko, Hungary's largest sportswear brand, created a unique sneaker. These sneakers had excessively long labels detailing the barriers and limitations women face in Hungary, which needed to be cut off before the sneakers could be worn. This act symbolized breaking the silence and overcoming limitations The campaign, launched on International Women’s Day, targeted both women and men, leveraging influencers to amplify the message. The sneakers were sent to influencers for unboxing videos that unpacked the broader issues of gender inequality. The sneakers were also sold in Dorko stores, with proceeds supporting the Equator Foundation, a Hungarian organization dedicated to women's rights.
Problem
Hungary has a pervasive indifference towards social issues, with discussions often deflected by political rhetoric. This environment discourages public figures from engaging deeply with topics like gender equality. Hungary ranks 26th out of 27 in the EU Gender Equality Index, with significant issues such as strict abortion rights, low female representation in government, and high domestic violence rates.
Result
The campaign achieved remarkable success: • All 1,000 pairs of sneakers were sold, with proceeds supporting the Equator Foundation. • Generated nearly 19 million impressions across platforms. • Website visits increased by 958.6% compared to previous months. • Johnnie Walker's social media follower base grew by 185.8%. • Achieved an engagement rate of 36.1%, making it the top-performing Johnnie Walker campaign in Hungary. This campaign effectively utilized a fashion item to engage a broader audience in the conversation about gender equality, making a significant impact in a region where such issues are often overlooked.
