2012 Winners & Shortlists

Results and Effectiveness

54.8% coupons redeemed 515% increase in Fans Social Click Through Rate – 6.58% Rate (Wall posts @ 690,648 leading to 45,413 direct clicks) 15,768 Magazines created 94,608 pictures taken 975% increase in Fans Likes – 16,127 Fans Likes 675% increase in Fans responses 299% increase in Fans posts 456% Post Feedback Increase 27% of Daily Winners took picture of prize and posted to Faces Wall 3818 Video Views at YouTube page 4 minutes 43 seconds average engagement time

Creative Execution

We designed a social game that would put the Faces fan on the set of a beauty shoot where they could chose What Kind of Beauty Are You? We included models, four different beauty looks and wardrobes that respect both the expat and local audiences. After the user chose their beauty, they would see the look applied in a branded content environment. Next, they would turn photographer and take six photos on set to be applied to their favorite magazine cover. The user's chosen photo would be the cover shot whereas they and three of their friends would also be on the cover - this would all be pushed socially. We also tested the viability of on-line raffle draws. Once they qualified with a purchase at store level they were given a unique code which had to be submitted in the FB application for the random draw.

Insights, Strategy and the Idea

Faces Beauty Stores wanted to go big into digital and own the beauty social space in the Middle East. "Local" women are into looks, beauty how-to's, fashion and magazines. Due to ME culture, UGC generally does not come direct from users as showing a woman's face outside of her home is taboo. Also, little original content is produced for the ME audience, including both the large expat communities as well as respecting the local community. Of course, we wanted to go bold with our vision, with our social strategy and with our empowerment of women, both local and expat alike.