{"id":1916,"date":"2020-04-07T04:17:10","date_gmt":"2020-04-07T04:17:10","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=1916"},"modified":"2024-08-13T11:23:02","modified_gmt":"2024-08-13T11:23:02","slug":"worlds-toughest-job-campaign","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/","title":{"rendered":"&#8216;World\u2019s toughest Job&#8217; Campaign &#8211; by MullenLowe Group for American Greetings"},"content":{"rendered":"<p>The MullenLowe Group created a campaign called World\u2019s toughest Job for American Greetings.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#How_to_study_a_particular_Campaign\" >How to study a particular Campaign?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#How_to_throw_the_key_message\" >How to throw the key message?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#How_to_attract_your_audience\" >How to attract your audience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#How_to_involve_your_TG\" >How to involve your TG?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#How_to_make_the_campaign_personal\" >How to make the campaign personal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#What_is_the_key_message_you_are_conveying\" >What is the key message you are conveying?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#What_are_the_results_of_your_campaign\" >What are the results of your campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/worlds-toughest-job-campaign\/#How_has_the_campaign_become_successful\" >How has the campaign become successful?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Why do we create through-provocative campaigns for the brands?<\/li>\n<li>What perception does the audience hold for these campaigns?<\/li>\n<li>Can campaigns change perceptions about the brands?<\/li>\n<li>How does PR help in creating successful campaigns?<\/li>\n<li>How do we associate ourselves with these brands?<\/li>\n<\/ul>\n<h1><span class=\"ez-toc-section\" id=\"How_to_study_a_particular_Campaign\"><\/span>How to study a particular Campaign?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h3><span class=\"ez-toc-section\" id=\"How_to_throw_the_key_message\"><\/span>How to throw the key message?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The campaign was designed to urge and persuade people to make their mom a Mother\u2019s Day card using the American Greetings Card store. This was a real challenge because as per data, the insight was that only 50% of people buy their mom a card. And even though moms have the toughest job in the world, they don\u2019t treat it like a real job.<\/p>\n<p>The campaign commenced by creating a fake job ad seeking a candidate to perform all the duties of a mother, including \u201cstanding up almost all the time\u201d, \u201cconstantly exerting yourself\u201d and \u201cworking from 135 to unlimited hours per week.\u201d<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_attract_your_audience\"><\/span>How to attract your audience?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The ad showed many real job interviews for \u2018Director of Operations\u2019, it also filmed real interviews of candidates who applied for the job. The candidates described the job as inhuman, all-encompassing. Twenty four interviews were taken and recorded. The job was exhausting as it had no breaks, little time to sleep and eat and most importantly this job wouldn\u2019t offer any remuneration of any kind.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_involve_your_TG\"><\/span>How to involve your TG?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The interviews started with humour and got poignant and serious at the end when the interviewer revealed that the job is filled and such a tough job exists in real life where there is no vacation, no free time, constantly in work mode, unlimited hours of work, etc. that is the job of a \u201cMOTHER.\u201d That is how mothers are in real life. It is the role they play which is the toughest and they do it without any complaint.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_make_the_campaign_personal\"><\/span>How to make the campaign personal?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Indeed, being a mother was the toughest job in the world. It made people realize that billions of women throughout the globe who are mothers are made to sacrifice their needs and desires. They are made to choose between family, children and financial stability or juggle and manage all of them simultaneously without any compensation or remuneration.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_the_key_message_you_are_conveying\"><\/span>What is the key message you are conveying?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The most beautiful part of the campaign was that the candidates who appeared for the interview realized how difficult and thankless a mother\u2019s job is and how efficiently she performs her duties without any expectations in return. Their reaction to the campaign when reality and the struggles of a mother dawned on them was priceless and emotional. Some agreed \u201cOh God! Mothers are the best!\u201d some said, \u201cI love my mother\u201d, while some reiterated, \u201cThank you Mom\u201d etc.<\/p>\n<p><em>Similar Blog Post:\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/campaign-equality-nike\/\">Campaign on Equality by Nike<\/a><\/em><\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_are_the_results_of_your_campaign\"><\/span>What are the results of your campaign?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The YouTube video received 21 million views, the earned media effort for #WorldsToughestJob increased American Greetings Card store orders by 20%, user base by 40% and met sales goals for the entire year, not just the Mother\u2019s Day period for which it was designed.<\/p>\n<p><em>Check out more\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/best-public-relations-campaigns-in-india\/\">Public\u00a0Relations\u00a0Campaigns<\/a><\/em><\/p>\n<p>The video became an overnight viral success. Without any support or help of paid media, the YouTube video achieved almost six million views in the first two days. It also became the #1 Trend on Facebook, the #1Worldwide Trending video on YouTube, a Top 10 Trend on Twitter and the most shared article in the history of Adweek magazine website.<\/p>\n<p>In just a week of the video\u2019s release, it amassed 15 million views. The video went viral and the campaign got picked and published in numerous blogs, newspaper articles, digital articles, TV news, etc.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_has_the_campaign_become_successful\"><\/span>How has the campaign become successful?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The idea was to connect the emotions of people and to create awareness that mothers deserve to be treated with love and respect every day. Make them feel special and loved on their day: Make your mom a card for Mother\u2019s Day this year. Tell her how much she means to you.<\/p>\n<p>The campaign was successful, went viral and received many accolades and to date has received 49 industry awards.<\/p>\n<p><strong>Some excerpts and facts are taken from:<\/strong><\/p>\n<p><a href=\"https:\/\/www.mediapost.com\/publications\/article\/251398\/mullen-lowes-the-worlds-toughest-job-campaign.html\">Media Post \u2013 MullenLowe\u2019s \u2018The World\u2019s Toughest Job\u2019 Campaign For American Greetings Wins NA Grand Effie by Steve Mc Cellan \u2013<\/a><\/p>\n<p><a href=\"https:\/\/shortyawards.com\/7th\/the-worlds-toughest-job\">Shortyawards \u2013 Worlds toughest job<\/a><\/p>\n<p><a href=\"https:\/\/www.campaignlive.co.uk\/article\/mullen-lowe-group-wins-grand-effie-worlds-toughest-job-campaign\/1350182\">Campaign \u2013 Mullen Lowe Group wins Grand Effie for \u2018World\u2019s Toughest Job\u2019 campaign by Doughlas Quenqua<\/a><\/p>\n<p><a href=\"https:\/\/www.google.com\/amp\/s\/www.forbes.com\/sites\/jenniferrooney\/2015\/07\/16\/heres-how-american-greetings-is-working-to-maintain-momentum-of-award-winning-worlds-toughest-job\/amp\/\">Forbes \u2013 Here\u2019s How American Greetings Is Working To Maintain Momentum Of Award-Winning \u2018World\u2019s Toughest Job\u2019 by Jenny Rooney \u2013<\/a><\/p>\n<p><a href=\"https:\/\/www.theglobeandmail.com\/report-on-business\/industry-news\/marketing\/an-ad-campaign-for-a-job-that-leaves-you-stressed-and-guessing\/article18033961\/\">The Globe and Mail \u2013 Ad for \u2018The World\u2019s Toughest Job\u2019 has a twist by Susan Krashinsky \u2013<\/a><\/p>\n<p><a href=\"https:\/\/www.crainscleveland.com\/article\/20150605\/NEWS\/150609829\/american-greetings-worlds-toughest-job-campaign-wins-major-marketing\">Crain\u2019s Newsmaker Awards \u2013 American Greetings World\u2019s Toughest Job campaign wins major marketing laurel by Scott Suttel\u00a0<\/a><\/p>\n<p><strong>-Nafisa Jalal<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-1919 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-289x300.png\" alt=\"\" width=\"266\" height=\"276\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-289x300.png 289w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-768x797.png 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-141x146.png 141w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-48x50.png 48w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-72x75.png 72w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal.png 801w\" data-sizes=\"(max-width: 266px) 100vw, 266px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 266px; --smush-placeholder-aspect-ratio: 266\/276;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-1919\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-289x300.png\" alt=\"\" width=\"266\" height=\"276\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-289x300.png 289w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-768x797.png 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-141x146.png 141w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-48x50.png 48w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal-72x75.png 72w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/04\/Nafisa-Jalal.png 801w\" sizes=\"(max-width: 266px) 100vw, 266px\" \/><\/noscript><\/p>\n<p>Nafisa Jalal is a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Ketchum Sampark, Mumbai.<\/p>\n<p><span style=\"font-weight: 400;\">She completed her graduation in Psychology and Sociology majors from Sophia College, Mumbai University. Then started her career with Human Resources in a generalist profile for 6.5 years. She wanted to venture in an industry that lets her work on business closely, provides an opportunity to learn and meet new people and at the same time is also dynamic. PR is one such industry. She has good command over her communication skills and she enjoys writing, few traits that a PR professional must possess.\u00a0<\/span><\/p>\n<p>Her blog post originally appeared on her blog page <a href=\"https:\/\/foodwritingandmore.wordpress.com\/2020\/03\/22\/a-31-worlds-toughest-job\/\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":1918,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[233],"tags":[],"class_list":["post-1916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations-campaigns"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&#039;World\u2019s toughest Job&#039; Campaign - by MullenLowe Group<\/title>\n<meta name=\"description\" content=\"&#039;World\u2019s toughest Job&#039; Campaign. 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