2015 Winners & Shortlists

Results and Effectiveness

The results were as loud as fan cheers. Not only did we break engagement records on H&S but we were able to connect with fans and give them their moment of fame. 200 cheers were broadcasted to 24 million fans across various platforms sparking unprecedented engagement rates from fans on Facebook and Kooora.com, 4 times and 12 times more than the industry average. H&S dedicated microsite on Kooora.com attracted more than 1.1 million fans, with an average time spent of 1.1 minutes on the page. The best part is the majority of H&S social media content was user generated, saving the brand thousands of dollars in production budget.

Creative Execution

The “Fans got Confidence” campaign was born – a campaign that capitalized on the social buzz surrounding the Word Cup to boost Fan confidence through the power of cheering. The idea was simple: Boost fan confidence by making them famous in real-time. Football fans were invited to cheer through a dedicated hash tag #walle3a, meaning pump it up in English, for a chance to earn bragging rights for meeting Football Legend Lionel Messi. The cheer could be a text, picture or video. These cheers were then aggregated and pushed in real-time through customized display banners on Kooora.com, MENA’s most popular online sports destination, and across all of H&S social media assets, coupled with a branded message from H&S promoting confidence.

Insights, Strategy and the Idea

Head & Shoulders has had a long-standing association with football and there was no bigger stage than the FIFA world cup for us to engage fans and promote our “confidence” equity. However, how can H&S stand out in an event that attracts so many advertisers with deep advertising pockets? The insight: The world cup is not just the world’s most televised sporting event, it’s also the world’s largest social media event ever fuelled by the proliferation of social media channels and more importantly people’s desire to be heard and recognized in the moment for being part of something bigger. So while advertisers were busy fighting for their share of space on the BIG screen, H&S saw an opportunity to engage with Football fans on the small screen by recognizing them through what comes naturally to them: Cheering with confidence.