2015 Winners & Shortlists

Results and Effectiveness

Before we knew it, the Web Millionaires Club was the talk of the town, and the deliverables exceeded the benchmarks on all levels. The Facebook application got double the participations that SMS generated. HairCode’s page reached 1 million fans two weeks into the campaign (an increase of 43% fans). Engagement shot up by 160% vs. KPI. We exceeded 1 million video views on YouTube by 31%. Market share was boosted by 7% (59.8% Jul 2013 vs. 66.5% Jun 2014) Sales on promoted items boosted by 32% vs. 20% (Apr-Jul 2013 vs. Apr-Jul 2014)

Creative Execution

To entice our audience, Facebook content kings and influencers were the best messengers to feature in our teaser video to announce our news. Our message was simple; help HairCode reach 1 million fans and we’ll announce big news. Once HairCode joined the millionaires club, it announced that in return it would make one lucky winner a millionaire through the text-to-win promotion and the specially developed Facebook application as a digital participation platform. Concurrently, TV ads and billboards flooded Egyptian media, announcing the launch of the millionaire competition with both text-to-win and digital participation methods. To push confidence and empowerment, our engagement strategy was extended to include stories by consumers on how they’d realize their dreams if they win the 1 million pounds.

Insights, Strategy and the Idea

In 2014, HairCode’s status was challenged upon arrival of another global rival - Vatika - with strong brand heritage and equity in the hair care category, plus the support of a hefty budget that is 6 times more than that of HairCode. HairCode had to defend its leading position. HairCode shared a simple brief on a promotion idea; text a code, and get a chance to win 1million pounds. The promotion communication tools promotion were traditional media, supported with digital, which was also another challenge, given that teens - our core target - have a stronger presence within the ongoing social conversation, and the brand has a strong social/online persona in the digital realm. To inject the promotion into our teen’s daily online activities, we summoned all of our digital assets to transform and magnify it by making HairCode reach the 1million fans on Facebook, then reveal the promotion itself.