2012 Winners & Shortlists

Results and Effectiveness

Women were engaged! 82,955 visited the website; reaching 20% of our target audience with 8,538 women participating in the competition. Generating over 1,359,045 social impressions and over 2,510 comments & “Likes” Facebook, the campaign and Arabic content, proved relevant & appreciated by Arab women. The Style Capital campaign grabbed the attention of the top performing magazines and newspapers across the Middle East, gaining 36 million PR impressions, indexing 150 vs. the previous year. As a result of the campaign, achieved the highest brand sales and increased Braun market share from 42% to 46% while growing the category.

Creative Execution

Partnering with AnaZahra.com and Zahrat AlKhaleej we created Arabic content about international style trends. Of course, the styles were produced using the reliable Braun products in a new chic way. Each episode showcased hair-styles inspired by Braun Style Capitals. Program hosts interacted with the studio audience, educating consumers on the latest styles from each city. The content extended onto dedicated sections of AnaZahra.com where the Style Capital videos were accompanied by exclusive online content –healthy hair tips and step-by-step style guides to help women recreate the look at home using Braun products. Online engagement peaked as viewers were given a chance to win their own Braun hair-styler by answering questions about that weeks’ Style Capital. We brought “Style Capitals” to life with pop up salons in malls so consumers could see the Braun products in action, consult with Braun international stylists and even walk away with a new hair style.

Insights, Strategy and the Idea

Arab women look toward international trends for style inspiration. While they may not attend the runway shows in Paris & Milan in person, they follow the trends through global & local media. In the shrinking global world, no woman wants to be left behind the latest trend. The problem? Fashion is visual but the commentary is typically English. AnaZahra, the leading Arabic female site which launched 2 years ago and has rapidly grown to 689,000+ unique monthly users – a sure sign that Arab women, if given a choice, follow international content in their native tongue. Yet, only 1% of content online is in Arabic – the 5th most spoken language across the world! Braun, a well-established brand, was seen as providing reliable products, but didn’t have the chic appeal that fashion-conscious Arab women want from their beauty partners. Introducing “Braun عربي” (Braun Style Capitals).