Case Study: Edelman boosts brand performance and influences policy with YouGov data

How Edelman used YouGov data to back their Cannes Lion award winning campaign

Edelman, a communications agency, needed data to understand the experiences of different generations of women in Thailand for a campaign addressing the distress caused by strict school hair regulations. To build a culturally sensitive strategy for their client, a leading haircare brand, they partnered with vendor YouGov to conduct research on the perception of "hair shaming."

Using YouGov Profiles, YouGov conducted a survey with a representative panel of 800 women, girls, and teachers. The insights revealed that 71% of young women felt mandatory haircuts harmed their self-confidence. This data directly informed the award-winning #LetHerGrow campaign, which garnered over 11 million YouTube views in three days. The campaign's impact was profound, leading to a change in government policy as the Thai Ministry of Education lifted hairstyle restrictions for students.

Edelman