Company: SRF Limited, Gurugram, Haryana INDIA
Company Description: SRF Limited is a diversified chemicals conglomerate engaged in the manufacturing of industrial and specialty intermediates. The company’s business portfolio covers Specialty Chemicals, Fluorochemicals, Packaging Films, Technical Textiles, Coated and Laminated Fabrics.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / €8500)
 Nomination Title: SRF's #InHerShoes
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Specify the date on which this campaign or program was launched:
December 2022
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 97 words used.
The #InHerShoes campaign was initiated to bring to the forefront the mandate of Diversity, Equity and Inclusion (DE&I) at SRF. The need was to rise above just the cosmetic essence of DE&I and make a real change - we did this by showcasing women working in different functions with a special focus on the blue collar roles that remain in the background in most organizations. Additionally, our aim was to encourage more women residing in/around our manufacturing facilities to become economically independent and break the bias that blue collar jobs are unsafe and/or predominantly reserved for men.
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 234 words used.
We coined the term #InHerShoes and conceptualized a campaign that would bring to the forefront any employee, including men, who set an example and proved to be custodians of DE&I.
To amplify the campaign, we designed a few relatable, yet impactful visual instruments, such as a mnemonic, e-mail signature, and banner images for social media that brought out the essence of our core theme.
The campaign allowed the audience to step into the shoes of women as their day unfolds, both professionally and at home. These stories showcased the culture, the people and the policies that frame their experience.
To bring the idea to life, we identified women employees in remote plant locations and interviewed them to hear their stories. India is a large country where dialects change every few kilometers. Our challenge was to identify empathetic team members who would not only understand what was being narrated by the selected employee but could also communicate the nuances behind the words. Based on that, we created a simple script for her. The communications team was successful in ensuring that her initial nervousness in front of the camera quickly transcended into excitement that became contagious not only for her immediate family, but for her entire community. This is evident in the final videos used in the campaign.
Other stories covered company policies that make a difference and management styles that impacted female employees' work life.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2022. Even if your initiative started before July 2022, limit your response to activities and results since the beginning of July 2022 only (up to 250 words):
Total 249 words used.
To make the stories heard, we chose digital platforms, such as LinkedIn, Facebook, X, and YouTube. While we chose these four platforms, we primarily focused on YouTube as our research showed that the platform was the preferred channel for women in those locations. Targeted promotions were run, leveraging the features & audience profile specific to each platform. Budgets were allocated to each platform to increase awareness and engagement. We strategically chose keywords to reach the right audiences across the country.
Additionally, internal email network was used to spread the word and for employee engagement. To further create an impact and add to the pride factor, we used Leader Speaks. Other marketing content used included photographs, static creatives, and GIFs.
More than 300 relevant job applications were received at the completion of the campaign. There has been more than 16% increase of women in management roles in FY23. More than 91% employee engagement score in FY23. Our record employee engagement scores and people practices have also been recognised externally, as highlighted by our recent inclusion
on the Fortune ‘Employers of the Future’ list.
One of the impacts of this campaign is that SRF has adopted the Women’s Empowerment Principles, joining forces with 3,000 other organisations worldwide in partnership with UN Women to drive gender equality. These principles emphasise the business case for corporate action to promote gender equality and women’s empowerment.
We saw an increase in women applying for jobs, after having shed their inhibitions of working in shifts.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 241 words used.
With a small budget of Indian Rupees 5.5 Lac (US$ 6,600), including the cost of video(s) production, we achieved the following outstanding metrics.
Facebook
1. Number of posts - 13
2. Engagement - 10,937
3. Engagement Rate - 12.91% (organic only)
4. Video Views - 22,530
5. View Rate - 33.68%
6. Organic Impressions - 84,745
LinkedIn:
1. Number of posts - 13
2. Engagement Rate - 4.93% (organic); 3.57% (sponsored)
3. Total Impressions - 4,96,087
4. Total Engagement - 21,312
5. Video Views - 22,506 (7 videos)
YouTube:
1. Number of posts - 7
2. View Rate - 9.72% (organic); 30.12% (sponsored)
3. Total Impressions - 2,11,734
4. Total Video Views - 60,505
5. Engagement Rate - 51.86% (sponsored)
The metrics were substantiated with the nature of comments that the campaign received. The campaign saw engagement from all over India, with maximum view metrics from Hyderabad, Delhi, Mumbai, Bengaluru, Chennai, Pune, Lucknow, Indore, Patna & Bhubaneswar. Precise targeting ensured that the right demographics were reached. The number of impressions we received were maximum in the age group between 25-34 years.
Although this was a campaign focussed on gender diversity and women empowerment, maximum impressions, interactions and views were received from men on YouTube, which is an encouraging insight as the goal of the campaign was to encourage men to step #InHerShoes
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