| Brand | KAYA SKIN CLINIC |
| Product/Service | BREAST CANCER AWARENESS |
| Entrant | WSI-TBS Dubai, UNITED ARAB EMIRATES |
| Category | Use of Social Media |
| Entrant Company: | WSI-TBS Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | WSI-TBS Dubai, UNITED ARAB EMIRATES |
| 2nd Advertising Agency: | SUTRA COMMUNICATIONS Dubai, UNITED ARAB EMIRATES |
Results and Effectiveness
• 523,748 impressions
• 274% more ‘likes’
• 5718+ pledges (online & in-store)
• PR value of AED1.6 million
Creative Execution
“Pink Impressions” was created & inspired by the fact that your fingers are used for examination of Breast Cancer. Consumers pledged support digitally with a click, or at Kaya clinics with thumb impressions. Viral Facebook App created to add a ‘Pink Impression’ badge. Online ads added momentum to the campaign by directing users to a landing page to pledge support.
Insights, Strategy and the Idea
Kaya’s purpose is “Transforming Lives” and the cause of spreading awareness about Breast Cancer helps demonstrate this purpose. Over 80% of Kaya’s clients are women and have an intimate association with the brand.
Kaya Skin Clinic chose to use Digital as the lead medium because it is an extremely personal space to communicate with women as well as its high reach in the region. Online was used to spread awareness about Breast Cancer and encourage self examination by educating women in the Region on the methods of early detection.
Credits
| Husam Jandal |
Wsi-Tbs Fz Llc |
Senior Digital Consultant |
| Syam Manohar |
Sutra Communications |
Creative Director |