In order to arouse women's self-awareness in the workplace, and to call for more social attention to the phenomenon of women's workplace injustice, Nature Hall has planned an interview that no man can pass, and at the same time show it in the form of a video advertisement, which has the following specific copywriting content:

The beginning adopts the mode of "thinking differently", in which women "ask questions" to men. "

The beginning of the video is in the mode of "thinking differently", in which a woman asks a man a question, such as: Do you wear makeup to work every day? I hope you won't have children for three years, can you accept that? This is a great way to reflect on the difficulties women face in the workplace, and it triggers a ****tone, which enhances the brand's affinity and increases the brand's goodwill.

The middle part of the ad copy: men are asked to enter a room and see all the questions they were asked during the interview, prompting them to think about the differences between men and women in the workplace and the phenomenon of injustice; citing the big data amazingly intuitive analysis of the data, aimed at arousing the bias of women's workplace to face up to. This segment substitutes the audience into the male perspective, rendering the brand affinity and conveying the brand's positive energy!

The second half of the movie reveals the careers of five women, reversing the style of painting - women can also dominate in the workplace - I will be promoted, but also to give birth to a child; a woman has the ability to be able to go to heaven. It not only spreads positive energy to everyone, but also firmly controls the central idea of this ad copy: equality in the workplace shouldn't be determined by gender, which conveys Natura's unique brand values and establishes the brand image.

This Naturally Plus commercial takes the injustice faced by modern women in the workplace as its starting point, implying Naturally Plus' brand positioning. The entire ad copy to women's tenderness expresses the brand concept, to women's toughness embodies the brand characteristics, calls for social attention to women's rights and interests in the workplace at the same time to establish the brand image, increase brand affinity, enhance the brand infectious force.

Ye Xiaoyu copywriter, author of "New Media Copywriting and Communication", WeChat public number: Ye Xiaoyu run run run (talkto520)