Goodiebox
About Goodiebox
The work made for Goodiebox runs to 1 verified project since 2021 — mostly DDA2022, BrandAwareness and Campaign.
Inside the Goodiebox network
The people, teams, and projects that make up the Goodiebox network
Featured project
The Non-Apology
The campaign created a common platform from which Goodiebox together with 5000 women could tell others that they also have nothing to apologize for. It got thousands to share the message and their own Non-Apology via social media and Goodiebox's campaign page. The campaign was further strengthened by over 80 ambassador and influencer collaborations, which in 9 markets in Europe went on the air with their own story of guilt at the same time. Danish 83% af alle kvinder i Europa, inklusiv Danmark, kæmper med skyldfølelse. Skyld over at have brug for en kort pause som mor, over ikke at have tid til venner og familie, over at være utilfreds med, hvad de ser i spejlet, over at bære makeup, over ikke at bære makeup, over at blive skilt fra børnenes far, over at have stress, over være ked af det somme tider… listen fortsætter. Årsagen? Kulturelle normer, socialt pres og forventninger til, hvordan man som kvinde bør være og føle. Konsekvensen: Hård selvkritik som med tiden leder til både fysiske og psykiske symptomer ifølge førende psykologer og forskere. Samtidig svarer kvinderne, at de har det svært med faktisk at skulle undskylde for ting, de ikke mener, de burde undskylde for. Da det international self-care og beauty brand Goodiebox, stiftet i København i 2012, fik resultaterne fra undersøgelsen, satte de sig for at adresserer problemet. At leve det liv, man som kvinde gerne vil, skal fejres – ikke afføde skyldfølelse. Briefen var klar: kommuniker lige netop dette budskab til så mange europæiske kvinder som muligt ved at italesætte problemet direkte – og bryd tabuet ved at vise, at man som kvinde ikke er den eneste. Vi spurgte derfor Goodiebox’ egne kunder, hvad de ikke længere vil undskylde for og forvandlede mere end 5000 video-svar til en samlet ’ikke-undskyldning’ – en Non-Apology som blev kampagnens navn. Kampagnen blev skabt af kvinder for kvinder og resultatet var en upoleret og ærlig portrættering af, hvad det betyder at være kvinde: uden skam, uden undskyldninger. Kampagnen skabte en fælles platform, hvorfra Goodiebox sammen med 5000 kvinder kunne fortælle andre, at de heller ikke har noget at undskylde for. Det fik tusindevis til at dele budskabet og deres egen Non-Apology via sociale medier og Goodiebox’ kampagneside. Kampagnen blev yderligere styrket af over 80 ambassadør- og influentsamarbejder, som på 9 markeder i Europa gik i luften med deres egen historie om skyldfølelse samtidig. Den kommercielle vinkel var at øge kendskabet til Goodiebox, særligt blandt 30-45 årige kvinder. Samtidig skulle kampagnen forbinde Goodiebox’ self-care og beauty produkter med en klar holdning – og ikke bare det rene produkt. Vi fulgte derfor op med indhold, hvor Goodiebox kunder lagde make-up og brugte Goodiebox’ self-care produkter, mens de med deres egne ord reflekterede over, at det at bruge lidt tid på sig selv egentligt ikke bør undskyldes for. Kampagnen blev lanceret i september 2021 og nåede hurtigt over 7 millioner kvinder på tværs af Goodiebox’ 9 europæiske fokusmarkeder, heriblandt Danmark, på sociale og digitale platforme. En gennemsnitlig visningstid på hele 55 sekunder på kampagnens hovedfilm, hvor det var muligt at skippe, vidner om høj relevans. Kombineret med en engagement rate 4,5x bedre end europæiske benchmarks skabte indholdet høj interaktion og sikrede, at kampagnen blev netop det den skulle blive: en social mærkesag, hvor mange kvinder gav deres holdning og oplevelser til kende - synligt for alle, der har oplevet følelser af skyld. Goodiebox, som sælger udelukkende via e-handel, oplevede også, at vigtige kommercielle parametre blev styrket som følge af den øgede bevågenhed og brand engagement. Den globale trafik til websitet steg med 54% over kampagneperioden, imens hver besøgende brugte 40% længere tid på sitet. NØGLETAL: - Gns. visningstid: 55 sekunder - Engagement rate: 450% over benchmark - Trafik til globalt site: +54% - Time spend on website (session duration): +40% English (Google translate) 83% of all women in Europe, including Denmark, struggle with guilt. Guilt over needing a short break as a mom, over not having time for friends and family, over not being happy with what they see in the mirror, over wearing makeup, over not wearing makeup, over getting divorced the children's father, over having stress, over being sad sometimes… the list goes on. The reason? Cultural norms, social pressure and expectations for how a woman should be and feel. The consequence: Hard self-criticism which over time leads to both physical and mental symptoms according to leading psychologists and researchers. At the same time, women respond that they have a hard time actually having to apologize for things they do not think they should apologize for. When the international self-care and beauty brand Goodiebox, founded in Copenhagen in 2012, got the results from the survey, they set out to address the problem. Living the life you want as a woman should be celebrated - not give birth to guilt. The brief was clear: communicate this very message to as many European women as possible by addressing the issue directly - and break the taboo by showing that you as a woman are not the only one. We therefore asked Goodiebox's own customers what they would no longer apologize for and turned more than 5000 video responses into a total 'no-apology' - a Non-Apology which became the name of the campaign. The campaign was created by women for women and the result was an unpolished and honest portrayal of what it means to be a woman: without shame, without excuses. The campaign created a common platform from which Goodiebox together with 5000 women could tell others that they also have nothing to apologize for. It got thousands to share the message and their own Non-Apology via social media and Goodiebox's campaign page. The campaign was further strengthened by over 80 ambassador and influencer collaborations, which in 9 markets in Europe went on the air with their own story of guilt at the same time. The commercial angle was to increase awareness of Goodiebox, especially among 30-45 year old women. At the same time, the campaign should connect Goodiebox 'self-care and beauty products with a clear attitude - and not just the pure product. We therefore followed up with content where Goodiebox customers put on make-up and used Goodiebox 'self-care products, while in their own words they reflected on the fact that spending some time on oneself should not really be excused for. The campaign was launched in September 2021 and quickly reached over 7 million women across Goodiebox's 9 European focus markets, including Denmark, on social and digital platforms. An average viewing time of as much as 55 seconds on the campaign's main film, where it was possible to skip, testifies to high relevance. Combined with a commitment rate 4.5x better than European benchmarks, the content created high interaction and ensured that the campaign became exactly what it was supposed to be: a social flagship issue where many women made their views and experiences known - visible to everyone who has experienced feelings of guilt. Goodiebox, which sells exclusively through e-commerce, also found that important commercial parameters were strengthened as a result of the increased awareness and brand engagement. The global traffic to the website increased by 54% over the campaign period, while each visitor spent 40% more time on the site. KEY FIGURES: - Avg. display time: 55 seconds - Engagement rate: 450% above benchmark - Global site traffic: + 54% - Time spend on website (session duration): + 40%