2010 Winners & Shortlists

Results and Effectiveness

The endorsement campaign generated 1.5 million dirhams worth of exposure at no cost. The subsequent media support was a fraction of this and the results of this two month campaign exceeded Kaya’s expectations: - Total brand awareness up 58% in 2 months (TNS tracker) - Brand acceptance as a skin enhancement destination up 50% across key indicators - Over 1000 active Facebook fans, with a 12.2 post quality score (4 stars) - Kaya dermatologist being followed by hundreds on Twitter - Ever tried the product doubled after the campaign (TNS tracker and sales figures)

Creative Execution

We hand-picked six magazine journalists, four radio presenters, five bloggers and the popular TV host of Dubai One’s Out & About. We challenged them on their knowledge about their skin and put them through a Kaya experience. We introduced them to a Kaya dermatologist, special tailor-made treatments as well as the latest technologies. The noticeable difference in their skin quality led them to endorse Kaya Skin Clinic through their reports in their respective media. On Dubai TV, a 15 min report documented the show host’s experience. We amplified this new Kaya conversation on Facebook and Twitter, with a Kaya dermatologist discussing the challenge and responding to queries. Media activities supported the campaign across the country, while a trained telemarketing team responded to queries and follow-ups.

Insights, Strategy and the Idea

Kaya Skin Clinic is the largest chain of skin care centres in the UAE with the largest team of dermatologists. Kaya’s services range from dermatological solutions to basic skin enhancement services. It was primarily perceived as scientific and medical, cold and clinical, as opposed to warm and personal, helping women get a beautiful radiant skin. Women don’t see the need to visit a clinic for regular skin enhancement/beauty regimes so we had to change the perception and bring Kaya stronger into beauty to drive its business forward. Because word of mouth and advocacy are stronger influencers in choosing a skin care centre than advertising, we decided to get the media to endorse Kaya instead of talking to consumers directly. We asked credible female media celebrities: “Do you know your skin well enough to treat it well?”.