Brand | PROCTER & GAMBLE |
Product/Service | ALWAYS |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Use or Integration of Digital or Social Media |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Contributing Company
|
LEO BURNETT BEIRUT, LEBANON
|
Media Agency
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Production Company
|
INDEPENDENT PRODUCTIONS Beirut, LEBANON
|
Production Company 2
|
HEDGEHOG Beirut, LEBANON
|
The Campaign
Always innately struggles to connect with consumers online because girls are ashamed to interact or “like” a taboo brand. So in order to build a connection, for the first time in the Arab world, we purely communicated on brand positioning versus product.
Girls all over the world lose self-confidence at puberty. However, in the Arab World, the problem is deeper. The day a girl gets her first period, things she was allowed to do the day before are no longer permitted.
So without realizing it, puberty forces her out of childhood and into her new society-imposed role: a future wife and mother. Consequently, all these limitations affect her life, her goals and aspirations. In fact, 94% of girls (pre-puberty) believe they can achieve their dreams, while only 20% of women actually do.
Always believes with the right amount of confidence, a girl can achieve anything she wants.
So we set on capturing real women, with genuine reactions, exposing the difference in confidence and aspirations between girls (pre-period) and women.
Through the social film we reminded women of their inner confidence. While behind the scenes developed more the views of the women and their thoughts on the experiment.
We premiered the film to selected influencers and celebrities, making them our number one fans. The film caught fire on Facebook & YouTube, opening discussions across all social platforms in the region.
After raising awareness, the conversation went on ground through role model talks, allowing Always to connect to the audience on a one on one level. The inspirational talks, showcased the possibility of reaching dreams.
• Total Views of 11.7 million
• Exceeded industry standards of organic views by 480%
• Positive sentiment of 96% despite controversy of the message and the brand in such a patriarchal society.
• Social Impressions of 166,943,033-more than 100% of our target
• Purchase intent: Increase by 6%
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Rana Khoury |
Leo Burnett Beirut |
Associate Creative Director |
Caroline Farra |
Leo Burnett Beirut |
Creative Director |
Christina Salibi |
Leo Burnett Beirut |
Senior Art Director |
Lama Bawadi |
Leo Burnett Beirut |
Senior Copywriter |
Zeina Joujou |
Leo Burnett Beirut |
Head of Planning |
Jad Jureidini |
Leo Burnett Beirut |
Digital Planning Strategy |
Tala Arakji |
Leo Burnett Beirut |
PR Planner |
Fadi Bustros |
Leo Burnett Beirut |
Regional Communication Director |
Raissai Batakji |
Leo Burnett Beirut |
Communication Supervisor |
Gabriel Abou Daher |
Leo Burnett Beirut |
Head of TV Production |
Marie Rose Osta |
Leo Burnett Beirut |
Agency Producer |
Hala Samy |
Leo Comm Cairo |
PR Director |
Shifaa Barakat |
Starcom Mediavest |
Senior Media Executive |
Robyn Aris |
Leo Comm Dubai |
Communication Manager |
Saria Francis |
Leo Comm Dubai |
Community Manager |
Mahmoud Shammout |
Starcom Mediavest |
Strategic Media Planner |
Nader Naamani |
Leo Comm Jeddah |
Communication Manager |
Camille Medawar |
Leo Comm Beirut |
Community Manager |