ALL THE FASHION. ALL THE FABULOUS. ALL LIVE FOR THE FIRST TIME.
Brand | UNILEVER |
Product/Service | LUX |
Entrant | LOWE MENA Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
LOWE MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
LOWE MENA Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
PHD Dubai, UNITED ARAB EMIRATES
|
The Campaign
With the beauty category in decline, Lux as a market leader was suffering. The challenge was to reverse the decline and bring back lapsed users. We needed to reinforce the brand's beauty credentials and let the consumers experience that million-dollar feeling LUX provides. Through the years, House of Lux has established itself as a platform for beauty, fragrance and fashion, recruiting aspiring fashion designers in a competition to launch their careers; thus furthering LUX’s mission to give every woman that “Million Dollar Feeling.” But it remained an exclusive event, with celebrity judges, VIPs and influential fashion bloggers packing the venue. So this year we streamed it LIVE on YouTube, the first ever fashion and beauty event to do so on YouTube in the region, reaching millions of households. The recruitment phase as well as the event itself were advertised in an integrated 360 campaign.
Success of the Campaign
The campaign was a huge success and helped reinforce what the brand stood for in the hearts of our audience.
Facebook*
Reach Target: 6 million
Actual Reach: 11.4 million users
OVERACHIEVED by: 90%
Interactions Target (all posts): 60,000
Actual Interactions: 110,000
OVERACHIEVED by: 83%
Video Views Target: 400,000
Actual Video Views: 939,000
OVERACHIEVED by: 135%
YouTube^
Video Views Target: 1 million
Actual Video Views: 2.6 million
OVERACHIEVED by: 160%
Youtube Masthead^
Impressions: 32 million
Reach: 7 million YouTube users
Engagements Target: 500,000
Actual Engagements: 732,919
OVERACHIEVED by: 47%
Video Playbacks Target: 250,000
Actual Video Playbacks: 496,773
OVERACHIEVED by: 99%
(Source: *Facebook Data, ^Unilever Media)
Importantly, on brand attributes.. Lux gained +40 bps in October post the Launch of HOL, and an additional +110 bps in November as a result of the PR coverage gained by the HoL Finale. All our efforts gave us an astounding $1.4+ million worth of PR coverage.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
This year, we visited fashion schools and pushed a massive social media campaign asking our consumers to submit a dress design inspired by a Lux personality. We received over 4000 submissions from aspiring young designers. Our panel of judges for this year was led by Abed Mahfouz, the renowned fashion designer, Al Anoud Badr, also known as Lady Fozaza, a famous local designer, and finally Dana Hamdan, a regional stylist and fashion designer. This renowned panel chose a final number of 10 contestants, two of whom, won 100,000 dirhams each. We invited fashion bloggers, trend-setters, media, VIPs, and consumers to be part of the action. In fact, we wanted everyone to witness this dream come true, so we streamed it LIVE on YouTube. Moreover, we introduced the new revamped Lux collection to our consumers, which was the biggest launch of the year.
Credits
Dario Albuquerque |
LOWE MENA FZ LLC |
Creative Director |
Chris Kay |
LOWE MENA FZ LLC |
Sr. Art Director |
Sujay Nanavati |
LOWE MENA FZ LLC |
Regional Business Director |
Anoop George |
LOWE MENA FZ LLC |
Account Director |