2014 Winners & Shortlists

Results and Effectiveness

 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.

Creative Execution

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. 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.

Insights, Strategy and the Idea

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 Strategy and 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: 1- Makeover 2- Talent 3- Professional achievement