Digital Writing Skills - Assignment 3

1. Blog Entry

Theme: empowerment of women

Storyline: launch of new campaign to empower young girls  

 “I remember when I turned 13, puberty suddenly kicked in. With it all the struggles, doubts and fears that a teenage girl carries around with herself. I felt such a pressure from everywhere: my parents, my high school and my friends. Instead of growing and finding myself I was desperate to adapt, to look and act a certain way. I never felt more lost than during that time.”
Leina Neer, President of Unilever’s Personal Care business told her personal experience about her teenage time during the launch of Unilever’s new campaign “#growingupasagirl” last week. It aims to bring young women all over the world together to share their stories and build a platform to exchange ideas and thoughts. We want to get to the root of girls’ sinking confidence during their transition to adulthood and to find solutions.
We reached out to 10.000 women in 20 different countries to tackle the problem. The result is overwhelming: (link to video and partner website)

2.  Explanation of blog entry

My goal with the blog entry is branding – to create a positive association between Unilever and the empowerment of women (theme I chose) in order to establish brand equity.

I used the AIDA technique:

A: “I remember when I turned 13, puberty suddenly kicked in. With it all the struggles, doubts and fears that a teenage girl carries around with herself. I felt such a pressure from everywhere: my parents, my high school and my friends. Instead of growing and finding myself I was desperate to adapt, to look and act a certain way. I never felt more lost than during that time.”

I: Leina Neer, President of Unilever’s Personal Care business told her personal experience about her teenage time during the launch of Unilever’s new campaign “#growingupasagirl” last week. It aims to bring young women all over the world together to share their stories and build a platform to exchange ideas and thoughts. We wanted to get to the root of girls’ sinking confidence during their transition to adulthood and to find solutions.

D: We reached out to 10.000 women in 20 different countries to tackle the problem. The result was overwhelming:

A: (link to video and partner website)

I also used the You-We-Hero technique:

You: offer people platform to exchange experiences about struggles while growing up, offer furthermore solutions by #growingupasagirl

We: Unilever has the solution in form of a campaign; ensure involvement of consumers during solution process to avoid “we have the magic solution”

The Hero: President of Unilever’s Personal Care business Leina Neer President, organises and leads the campaign, is the public face of the campaign

Reflection

I highly enjoyed creating the blog and post entry. On the one hand it was interesting to apply the AIDA and You-We-Hero techniques. While writing I always asked myself “what motivation am I aiming at? Which words do I have to choose to catch the followers’ attention best?” On the other hand I noticed how passionate I became about the content while writing. I started planning and imagining the campaign #growingupasagirl in my head. While I definitely enjoyed the task I am not sure whether it would be fulfilling enough as a career choice later.

3. post including teaser techniques

A world where everyone has access to water, sanitation and hygiene. Impossible you think? Leyla Kay’s ingenious invention takes us one step closer to that goal: (link to website and video) #universallife #unilever

Sources:

http://img11.deviantart.net/7ff9/i/2010/220/b/4/new_blog_leftover_food_by_devilsbelfry.jpg

https://www.unilever.com/about/who-we-are/our-leadership/

http://cdn1.theodysseyonline.com/files/2016/01/11/635880792457350171625195447_women_empowered.jpg

http://kidsfoodfestival.com/wp-content/uploads/2012/07/drinking-water.jpg