| Brand | PROCTER & GAMBLE |
| Product/Service | CREST |
| Entrant | LEO BURNETT BEIRUT, LEBANON |
| Category | INTEGRATED CAMPAIGN LED BY INTERACTIVE |
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Entrant Company
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LEO BURNETT BEIRUT, LEBANON
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Advertising Agency
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LEO BURNETT BEIRUT, LEBANON
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Brief Explanation
Starting with two universal truths: (i) Smiles are contagious, (ii) Smile and the world smiles back, we created a social smile platform (Spread the Smile with Crest) where people share and pass-on smiles through videos, photos, and stories.
The Facebook application generated crowd-sourced content, with support from TV, outdoor LED billboards, radio shows, online banners, community management, blogger competition, in-store activations and a cinema stunt.
Engagement was incredible, with over 628,000 unique visitors, 17,555,012 hits, and 00:04:45 spent on average. Of the 60,000+ new fans, over half were recruited organically because of the competition mechanics and not through paid media.
Credits
| Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
| Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
| Sarah Sakr |
Leo Comm |
Communication Director |
| Samer Shoueiry |
Leo Burnett Beirut |
Head Of Digital |
| Jad Jureidini |
Leo Burnett Beirut |
Communication Director |
| Philippe Araman |
Leo Burnett Beirut |
Digital Strategist |
| Roula Haddad |
Leo Burnett Beirut |
Social Media Analyst |
| Raissa Batakji |
Leo Comm |
Copywriter |
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