Challenge

In Saudi Arabia, educated professional women remain in the shadows. Women make up 60% of Saudi Arabia's university graduates, yet only 15% of their workforce.

Inspiration

“With the knowledge that many professions in Saudi Arabia continue to be male-dominated despite there being qualified women who have successfully entered male-dominated fields, we believe that now, more than ever, is the time for women to dare to step Into The Spotlight,” said Anne Radmacher, Global Brand VP, Lux – Unilever.

Idea

Lux and Wunderman Thompson Singapore found a way to put these women into the spotlight. The #IntoTheSpotlight campaign used Google Adwords to move women to the top of Google search lists by buying search results around male-dominated jobs.

Growth

"In just two weeks, I received over 40 new potential clients." – Najia Alfadl, Crossfit Trainer

Every week, more professions are added to the list.

Wunderman Thompson Singapore Lux Into The Spotlight Google Search Words Case Study2019

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Press

Lux buys search results around male-dominated jobs to put women into the spotlight
The Drum
Lux Shines a Light on Saudi Arabian Women on Google Search for International Women's Day with #IntoTheSpotlight
Adobomagazine

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