#Sharetheload – DPG’s cross-media campaign for P&G
Our first egtabite after the summer months features a creative case from DPG Media (former Medialaan in Belgium), who managed to leverage the synergy of a newly created cross-media, client-centric structure (a special creative and branded content department) illustrating perfectly how TV can accelerate the success of a content campaign.
The Belgian sales house successfully launched a cross-media branded content campaign, while at the same time raising awareness around the topic of gender equality – providing great brand visibility for their client P&G.
A client-centric approach
The innovative campaign came amid a period of structural changes for the sales house. DPG Media officially launched in May 2019, following the acquisition of the TV sales house Medialaan by the press group De Persgroep Publishing. This resulted in a unique portfolio of publishing, online media, audiovisual media and online services, which allowed DPG Media to have a client-centric structure at its core with a focus on cross-media and video.
The creative sales department within this new structure, consisting of a team of content strategists, content creators and account managers was thus ideally placed to create a campaign around the topic of gender equality to amplify P&G’s recent #sharetheload campaign.
Sharing the load
The campaign was conducted in close collaboration with strategic professionals from the client’s creative and media agency. It ran in three phrases, from Mother’s Day to Father’s Day (May to June), with a highlight in the middle of the campaign around the Champions League.
The first phase of the campaign called Don’t be a Douchebag was non-branded. It consisted of getting the conversation started about workload balance and gender (in)equality in Belgian households, through content in various newspapers, magazines and on radio stations of the DPG Media group. The conversation trigger was the result of an IPSOS survey, conducted among 1007 Belgians to find out how the distribution in household chores was perceived. The initiative proved so successful that even competing radio stations discussed this hot societal topic. A true success in terms of “earned media” coverage.
During the second phase of the campaign, DPG Media ran P&G’s global #sharetheload ad (in Belgium the brand they chose to feature in that campaign was the washing powder Dash) during the Champions league, the major football event, using various creatives in trailers to promote modern family roles, embracing the spirit of football , i.e. team work, supporter´s enthusiasm etc.
The third phase of the campaign, called Be This Guy, aimed at bringing the editorial part together with the brand. It featured new Dash ads promoting modern, slightly reversed family roles, in a topical format around Father’s Day, as well as other creative formats. For instance, Nina – a popular Flemish women’s magazine – featured a special top to tail cover page, with a very well-known Belgian couple: the woman was on the cover of the magazine and the man on the reversed cover on the other side of the magazine.
Future initiatives
Due to the great success of the cross-media campaign on the Belgian market, DPG Media plans on expanding it in other media. They will continue this campaign on social media with their in-house influencers’ agency. The ongoing phase of the campaign, named Dad Heroes, will show – alongside the Dad Solutions campaign – what it means to Be This Guy and adopt a modern role of fatherhood.
OTHER CASE STUDIES
A BIG-SCREEN STUDY FINDS STRONGER ATTENTION ON TV4 PLAY THAN ON YOUTUBE
24. 4. 2026TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network (BVOD) delivers a much bigger attention than UGC platforms, such as YouTube. An at-home test… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)
24. 4. 2026In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET
31. 3. 2026Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. The… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G