2015 Winners & Shortlists

Results and Effectiveness

By end of March, we had achieved 356% increase in fan base vs. KPI, 1100% increase in average engagement rate vs. KPI and 63% increase in video views vs. KPI. YouTube also enhanced TVCs reach by achieving 1.8% incremental reach over TV. Engagement generated by Chef Sherbiny’s endorsement and the ensuing community that was developed solidified Pril’s social dominance against competition on all levels. Online success paved the way to bigger and better things. Kitchen Heroes helped boost Pril’s sales volume by 18% vs. 2013, exceeding previously set target and scoring the brand’s highest increase in sales volume since 2013.

Creative Execution

A mention of heroes calls for a challenge, but we wanted to approach it differently. A celebration for mothers should include all mothers. In March, Pril’s Facebook page launched asking women what made them and their mothers kitchen heroes. Women shared their stories, favorite recipes and experiences. Before Mother’s Day, two winners were selected to spend the day at Henkel’s premises, only to be surprised by Chef Sherbiny and the fact that they will be the stars of the first two episodes of “Pril’s Banquet,” a cooking show on Pril’s new YouTube channel. On Mother’s Day, fans woke up to the videos of the above two winners and the most sincere thank you note from Pril for their trust over the years. The activation created a layer of success through Facebook that acted as the springboard for our show on YouTube and conversations on Facebook with each episode.

Insights, Strategy and the Idea

Pril leads the dishwashing liquids category, but on social media, it’s behind its main competitor. Fairy has been engaging with fans online since 2012. Unlike other homecare brands, Pril has potential to grow online, adopting the cooking platform trend that is increasingly growing in popularity against our target audience of 20-55 years old females. Our launch recipe included challenging ingredients. First, the launch of a new formula with a new brand spokesman – Egypt’s top Chef Sherbiny - that is highly popular but also highly utilized by other brands. Second was the relevant, but overused, cooking platform. The third was Mothers’ Day, an event where females are bombarded with messages. Being a market leader with a substantial consumer base made us understand the pride women take in cooking for her family and the skills that make her the kitchen heroine she is.