2015 Winners & Shortlists

The Brief

In 2013, Swedish premium sanitary pad brand, Nana, faced low-level awareness and unclear positioning among its target audience. In a market where brand loyalty commands resistance to change, and where there is Always, a giant competitor with solid market presence, Nana faced an uphill climb to get female recognition, let alone encourage product trials. For that, the company adopted the “Nothing Stops You” campaign platform to reach out for young females in an unconventional manner to urge them to try Nana towels while educating them about Nana that empowers and supports females to overcome societal shackles and pursue their dreams.

Creative Execution

With a sensitive Egyptian market and strong industry players, communicating Nana posed a challenge. An overhaul of communication was created to empower young women and not follow competitor’s trends of unrealistic and monotonous brand promises. Regionally, women constantly battle societal barriers, the talent competition was Nana’s way of supporting those unstoppable women. Approaching them in their comfort zones, bringing in their idols as jurors and playing on their aspirations to realize their potential created a positive buzz and relevant association to the brand. Nana was everywhere girls are; food courts, toilets, classes, plazas and even online.

Describe the creative solution to the brief/objective.

In 2014, Nana flooded the Egyptian market with an integrated direct-marketing campaign spearheaded by an on-ground activation featuring a talent competition for young women in the fields of fashion, jewelry design, photography, arts&crafts and cooking. 5 of the most successful young women in each respective field were recruited as jurors and conducted workshops for the shortlisted rising talents. The winners got to study their craft abroad. The activation kicked off in 4 of Egypt’s largest universities and by nationwide in-store visibility, direct mailers, viral videos, radio and POS leading to a positive impact regarding number of participants and samples distributed.

Results

Over the span of 2 months, the campaign succeeded in recruiting more than 9000 new fans on Nana’s Facebook page. With a core objective of raising brand awareness, exposure covered on the ground was 32,588 distributing approximately 7,500 samples and building a database of 4,272 females from our target. Collectively, this counts for an approximate 48% ROI per month. Separately, the supporting online viral copies that promoted the DryFast towels and featured males for the first time ever in its communication got 446,000 views on YouTube with 7,775 interactions compiled.