2015 Winners & Shortlists

Creative Execution

#ClothesAreMemories labeled all of the activations communication, depending on two key pillars; branded content and influencer outreach, both geared to elevate engagement. Fashion designer Amina K was the face of the activation and the crux of our branded content. The campaign kicked off with an emotional video starring Amina K about how clothes are an important part of our memories. This was adopted by fans to share their fashion memories and timeless pieces. The grand prize was a fabulous makeover with a full photo-shoot and clothing provided by Amina K, giving one lucky winner a memory to last a lifetime.

#ClothesAreMemories used the right kind of exclusive and local content to entice interaction. The reaction of the Egyptian women was solid, with over 170,000 views of the video and 2000 photos of favorite memories shared throughout the campaign. The online campaign opened conversation channels to compliment the function through engagement under the fashion platform. Amina K’s endorsement lent both her expertise and persona, encouraging women to engage more. Furthermore, sales volume increased by 9% vs. 2013, 127% increase in average engagement rate on Facebook, 17% increase in Facebook fans vs. KPI, 13% increase in video views on YouTube vs. KPI.

Laundry is a low-involvement category; its functional nature leaves a narrow window of exciting communication, rendering content monotonous and struggling. Most of Persil's audience were aspiring middle-class housewives who turned to us for advice rather than engaging in two-way conversations. Persil needed to expand its reach and open more channels for discussion to include A/B classes, a harrowing task with Egypt’s diverse population. Women we were targeting were creating and interacting with countless Facebook pages across the region dedicated to fashion and style. Video beauty tips and fashion trends have soared to meet the demand. Ranking 3rd on YouTube with a viewership force of 93 million across MENA region, Persil needed to trend-jack the fashion conversations. We saw a perfect opportunity in tying this insight to our recently launched product - Persil Stain Tech - that is tougher on stains even in cold water, essential for preserving fabrics.