Year 2022
Agency VMLY&R South Africa
Client Google Africa
The Brief
To showcase the unique and vibrant entrepreneurial spirit of women across Africa. Women make up a majority of SMB owners in Africa and Google wanted to celebrate them for driving the economy.
The Idea
58% of Africa’s entrepreneurs are women; but when people think business owner, men often come to mind first. We wanted to change people’s perception of what a business owner looks like. So we created a campaign that uses the most powerful search engine in the world to make women entrepreneurs be seen online.
How did #LookMeUp come to life during Women’s Month?
We created bite-sized social media content from our hero film. Each of the business women featured posted their segment with the hashtag #LookMeUp and tagged other women to do the same, ultimately flooding social media to shift perception of what comes to mind when you think business owner.
Campaign Look and Feel
We created a unique and vibrant typeface that was then animated. It was used across all campaign touch points, bringing to life the vibrancy and energy African women bring to business.
#LookMeUp Instagram Filter
We created a filter to open up the campaign to all sorts of women-owned and women-led businesses across the continent. The filter allowed them to lend their voice to International Women’s Month, prompting women from all walks of life to show up alongside each other and break the bias.
Know Her Name 2022
An International Women’s Day event, sponsored by Google Africa. Celebrating and supporting the women making a name for themselves in the business world.
See how these businesswomen are getting their names out there.
#LookMeUp Campaign Results
Impressions on Social Media
27.4M
2.75% engagement rate vs 1% target
Total Media Reach
169.37M
Exceeded 2021 Coverage by 80%
Google My Business Registrations (Women-led)
25K
vs target of 10K
Total Lessons Completed
17 667
Full Q1 Target was 18K
No. of site visits
87.7K
vs target of 10K
Video Views in launch Month
114K
vs target of 200K
Credits
Client: Google Africa
Creative Director: Ana Rocha
Art Director: Thabiso Junior Ntuli
Copywriter: Boitumelo Dibetso, Chloe Bowker
Agency Producer: Wendy Machanik
Agency Client Service: Melissa Thomas
Production: CORE Productions
Director: Dan McCain
Animation: Terrence Holt, Lauren Moses
