2015 Winners & Shortlists

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. LUX is globally recognized as the world’s most iconic beauty soap bar. However, this connection with beauty and fashion was not as strong in the Arab World. We needed a full-scale campaign to reinforce these credentials in a meaningful and impactful way. In addition, the Fashion and Beauty segments are extremely competitive with brands already loved by our target audience. A 360-degree campaign with numerous touch points from fashion schools, universities, social media..etc targeting aspiring designers to be part of the contest. We utilized different media touch points that are commonly used to target Fashion enthusiasts and created a media-first in the region as well – to grant the final fashion show and the emerging talented designers the exposure they deserve by broadcasting the House Of Lux LIVE on YouTube. All our efforts showed 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. With an increasing trend on the Fragrance attribute, Lux now “Has better fragrance than other brands” up by +400 bps.And an astounding $1.4+ million worth of PR coverage. Overall, the campaign left a long lasting impression on our audience.

The Brief

To leverage LUX’s credentials in the Middle East as an iconic beauty brand as opposed to just another "soap brand". Research revealed our target audience- young Arab women- are very fashion forward; always wanting to be the first to find out about designers and trends via fashion blogs and websites. By creating an event that combines Lux’s vision and promise with our audience’s most popular interests, House of Lux aimed to establish a lasting connection with them.

Results

The campaign was a success and helped reinforce the brand promise and created a lasting impression on the contestants, the fans, and the media. On brand attributes, Lux gained +40 bps in October post the HOL, and an additional +110 bps in November as a result of the PR coverage gained by the finale. Also an increasing trend on the fragrance attribute, Lux now “Has better fragrance than other brands” up by +400 bps. All our efforts gave us an astounding $1.4+ million worth of PR coverage. Campaign performance against the set KPIs 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:1million Actual Video Views:2.6million OVERACHIEVED by:160% Youtube Masthead^ Impressions:32million Reach: 7million YouTube users Engagement Target:500,000 Actual Engagements:732,919 OVERACHIEVED by:47% (Source: *Facebook Data,^Unilever Media)

Execution

We started off with a recruitment video, which was served through behaviour, contextual and interest targeting. We also visited universities and fashion institutes, which was an effective way to recruit on ground. Special segments with MBC’s Style program helped us in raising awareness about the progress of the contest. Further to this, we heavily utilized YouTube videos to build interest in our finale, involving viewers in several contests throughout every stage. On the day of the event, we organized a live YouTube broadcast of the finale, making it the first fashion show in Arabia to be broadcast LIVE on YouTube. We turned the YouTube Masthead into an interactive ‘microsite’, which featured a countdown to the live show, and an interchangeable reel of videos about HOL. We created a variety of content that interested our fashion enthusiasts: backstage content, judge interviews, the catwalk, and lastly Abed Mahfouz’s exclusive fashion collection.

The Situation

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. We needed a full-scale campaign to reinforce these credentials in a meaningful and impactful way. In addition, the Fashion and Beauty segments are extremely competitive with brands already loved by our target audience. We need to present a different experience that would stand out among what all the other brands have to offer.

The Strategy

Insight: Women in the MiddleEast are very fashion oriented, social-media savvy, obsessed with Fashion Bloggers and first to pick up new trends. So we needed to create an experience that can grant them access to an exclusive fashion experience they could brag about. However, we realized that there were many women who didn’t get the chance to take their fashion design interests to the next level. How do we target these talented fashion enthusiasts and ensure that they get the exposure their talent deserves? We created the ‘House of LUX’ platform with the aim to shed a spotlight on emerging local fashion designers. We asked these budding talents to submit their LUX-fragrance-inspired fashion illustrations on Social Media. 10 were shortlisted. The contestants were guided and judged by celebrity judges such as designer Abed Mahfouz and Lady Fozaza. We closed with a grand finale event - House of LUX, which showcased the finalists’ designs; and rewarded 2 winners with AED 100,000 each to launch their fashion careers.