One of the world’s top bath and kitchen products brand was preparing to launch a dedicated Loyalty Program for its distributor community (Summer 2025). Before the official rollout, the brand wanted to establish an emotional connect and initiate early engagement with its audience. The objective was clear: To humanize the loyalty program and build a sense of belonging within a segment traditionally driven by business/ sales goals only. The task demanded more than a campaign — it required a “conversation starter” that felt authentic, relatable, and emotionally intelligent, setting the tone for future engagement and trust.
We recognized that for this audience, emotional resonance had to emerge from simplicity and truth. The idea had to have the potential to invoke an emotion so strong that it compels a response! With that understanding, we built the campaign around the universal emotion of gratitude.
Behind every pragmatic persona lies a deep reservoir of admiration for the women who’ve shaped
their journeys. We tapped into that truth to open a new channel of emotional engagement.
We asked a single, sincere question: “Who’s the woman who helped you become who you are?”
We developed omnichannel communications across email, microsite, and helpdesk — ensuring
seamless user journeys and frictionless participation.
The campaign was supported with engaging rewards to acknowledge contributions and sustain excitement.
What began as a pre - launch engagement exercise evolved into a heartfelt movement of gratitude and connection.
From a simple question, we created an emotional experience. The campaign proved that when communication meets authenticity, even the most pragmatic audiences respond with heart.
