Brand | JOHNSON & JOHNSON |
Product/Service | CLEAN & CLEAR |
Entrant | INITIATIVE Dubai, UNITED ARAB EMIRATES |
Category | Broadcast: TV, Cinema, Radio |
Media Agency 2
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Entrant Company
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Media Agency
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INITIATIVE Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
‘Girls’ Night In’ has helped Clean & Clear and thousands of Besties connect throughout MENA:
- Clean & Clear Facebook fans increased by 21%
- 40% of new fans were organic, driven by the engaging content
- Nearly 11,000 dedications from over 5,000 Besties throughout the region
- Weekly participation was through the roof with an average of 7,760 weekly likes/shares/engagements
- Sales of Clean & Clear products saw an increase of 19.7% vs. same period last year
- MBC Group (our TV partner) is so elated with the response, that they have created similar packages on their other channels
Creative Execution
‘Girls Night In’ isn’t about TVCs and bumpers, but about helping BFFs connect. So we arranged for the girls to vote which movie airs each week and dedicate it to their best friend. And each week one personalized dedication is chosen to air during the movie breaks using CnC’s 10-second bumpers.
BFFs participate on Clean & Clear’s Facebook page in three simple steps:
- Choose a Movie – Vote for one of two teen movies
- Dedicate it to your Bestie – Include a personal BFF message
- See your dedication on TV and win CnC products - One winning dedication airs each week and both girls win CnC gift hampers
Every week teens tune into ‘Girls’ Night In’ to see if their dedication was selected. And they keep coming back to our Facebook page to improve their chances of winning 10 seconds of ‘Best Friend Fame.’
Insights, Strategy and the Idea
Clean & Clear wanted to build brand equity among teenage girls in the Middle East. Not an easy task when you’re talking to an audience whose favorite words are ‘Whatever’ and ‘No Way!’
Based on the insight that ‘everything’s better with my best friend,’ we developed a strategy we coined ‘BFF’ (Best Friends Forever). The idea was to connect with teen girls during their fun friend moments and enable creative ways for them to express their friendship.
Unlike other beauty brands, we couldn’t afford heavy media campaigns. We needed something inexpensive that we could repurpose and grow using Clean & Clear’s owned assets.
We identified an opportunity with a small TV station offering a 26-week sponsorship of its Friday night movie featuring romantic comedies. We branded it ‘Girls Night In,’ and positioned it as a virtual slumber party where teen besties get together to kick-off their weekend.
Credits
Seema Radhakrishnan |
Initiative Media |
Group Media Director |
Raquel Zaatar |
Initiative Media |
Media Planner |
Alistair Burton |
Initiative Media |
Associate Digital Director |
Pascale Farra |
Initiative Media |
Digital Planner |