2016 Winners & Shortlists

Brief Explanation

Always launched the first online march where instead of showing their face, women shared footage of their steps moving for a better tomorrow. This gave them a platform to express themselves in videos by only showing their steps while stating their belief, dream, or purpose. Women discovered this movement on Facebook and Instagram through posts from influencers and a trending hashtag #MoveForward (and its Arabic equivalent), giving them a reason to participate and use the hashtag. User-generated content was curated and shared by the brand, in addition to the ongoing content that Always created and shared.

The Campaign

Saudi women spend a lot of time online but can’t freely express themselves. Furthermore, they don’t like to associate themselves with menstrual pad brands, given the embarrassment factor. Always, the market leader in menstrual pads, wanted to connect with Saudi women online to build its community. It did so by tackling women empowerment through the lens of Saudi women, packaged in the possibility that the brand would help some contributors achieve their goals. Always launched the first online march where instead of showing their face, women shared footage of their steps moving for a better tomorrow. It allowed them to express themselves in videos by only showing their steps while stating their belief, dream, or purpose and using the hashtag #MoveForward (or its Arabic equivalent). Always rewarded three women with financial support to achieve their dream. The Online March exceeded our targets for user-generated content and community growth.

Creative Execution

The Online March movement launched on Facebook, YouTube and Instagram with three influencer videos sharing their personal success stories and encouraging girls to participate in the movement. Also, an instameet was organized where women contributed in making a video explaining how others could participate; people pushed this on Instagram, while Always shared it across its platforms. Always connected with its audience across social platforms that feed off each other, on a scale that could only be done online. User-content from one social platform was curated by the brand to appear on another to further amplify women’s voices. Influencers covered the movement on Facebook, Instagram, and YouTube, while Always compiled and shared all of this content across platforms helping fuel more participation. Ultimately, three women were provided financial support to achieve their aspirations. The campaign ran for two months as planned, on Facebook and Instagram.

The Online March exceeded our targets for user-generated content and community growth: - It generated more than 45 million impressions on Facebook and Instagram, and 4.6 million print impressions. - The participation mechanism allowed over 5,000 women to express themselves with content they submitted. There were +1 million interactions around that content and +2.6 million organic views on the videos. - Brand affinity has also improved as a result: the Facebook brand page got a +12.51% fan growth (+10,000 new fans in two months), while the Instagram page received +5,500 new Instagram followers (starting from zero).