POSTS CONTAINED #LADYHOLE
OF THOSE REACHED ON THE HASHTAG WERE MALE (THE TARGET AUDIENCE)
POSITIVE OR NEUTRAL SENTIMENT
Peperami challenged Spider to create a highly disruptive campaign for April Fool’s Day. The Agency chose to capitalise on a topic that already had the nation chatting: gender equality.
Peperami’s famous ‘Animal’ character – not known for his political correctness – decided to join the debate and identified that there are 413 words in the English language that start with ‘man’ and only 20 that start with ‘lady’? This was a fact that Peperami ‘Animal’ just had to get behind!
To right this wrong, when dawn broke on 1st April 2019, London woke to a cover-up like no other. During the night, Peperami ‘Animal’ and renamed the capital’s manholes #ladyhole
Within 24 hours the hashtag gained 2,941,677 impressions
Manhole to ladyhole – Spider took on this blatant gender inequality with its trademark fearlessness.
PEPERAMI – a Spider client for 3 years and counting!