2014 Winners & Shortlists

The Campaign

Over the last few years, Tunisia has known a rapid development of “branded content and entertainment”. This growing phenomena is the result of lifting Internet restrictions after the revolution. In fact, Tunisians had discovered new ways to live, to feel, to entertain, to watch TV, to interact, to engage ... even with brands. The growth of “branded content and entertainment” is due to the rise of social media use in Tunisia coupled with the Multiscreening behavior development that encourage brands to create their own content. This kind of communication has offered Tunisians announcers new opportunities to connect with their target. Telco operators were the pioneers in this field by producing branded web-series, 3D animations, online contests, etc. Their success attracted other brands to do the same. It seems that branded Content gained in terms of relevance and maturity since consumers showed a real interest on it and are now expecting for more. Branded content & entertainment has a bright future in Tunisia particularly with the development of some tools still not available in the market, like YouTube solutions and Buzz monitoring tools indispensable to bring insights & add value to branded content strategy for brands.

Results

Girls were invited to subscribe on www.nanaenconfiance.com and choose one of three topics. For each topic, a voting system shortlists 5 girls that are casted by a professional jury who elect the winner to be granted a coaching experience thanks to Nana. Evidently, the starting point to the campaign was Digital Media through the display campaign but it also stands as an integrated campaign, as it included other powerful media, namely TV, radio and press. We choose the most appropriate media for each objective to express the renewed confidence of girls On TV, the winner of the Talent topic was invited to perform live and talk about her experience on Tunisia’s number 1 people TV show. The makeover winner made the cover of Tunivisions number 1 magazine. As far as radio was concerned, the winner from the Career workshop shared her coaching experience with Nana on a radio program specialized in career development.

Nana’s primary role is to make women feel confident during their period, a moment that causes physical and mental discomfort. The brand however want to go beyond this promise, and position itself as young Tunisian women’s personal coach, by boosting their trust capital and self-confidence Idea In order to improve women capital of confidence, Nana launched the first platform coaching in Tunisia www.nanaenconfiance.com under the theme trust. The purpose of the platform being to provide Tunisian women with guidance and support provided by professional coaches who would help them reclaim their self-confidence, around three action points: Makeover Talent Professional achievement

 Brand awareness reached 96.4% among the target  The Top of mind rate reached 47% putting Nana at the top of the sector ranking  Facebook fans increased by 27.8%  Engagement rate saw a 201% rise  Above all, a positive change of attitude among the coached women (self-confidence, wellbeing, Self-fulfillment) was observed.