2016 Winners & Shortlists

The Campaign

The ‘Live Fearless’ campaign sought to drive Nana as the femcare brand of choice for young Arab women in Lebanon and Jordan, growing their market share in Lebanon by 20% and in Jordan by 27% in 2015. Femcare is a very sensitive topic in Lebanon and even more so in Jordan, and mishaps associated with sanitary pads are considered to be girls aged 16 to 24's most humiliating situations. Girls find comfort, strength and inspiration in their best friends and always rely on them to check their pants! “Can you check my pants?” is a phrase that dominates their period week. Nana wanted to encourage young women to live without fear during that time and break through that perceived taboo by making it a normal topic of conversation. We said, “Grab your BFF. Seize the moment. Embrace your strength. And SIDE BY SIDE, embark on a “LIVE FEARLESS” adventure!” Our target audience is highly socially active, mainly on Facebook - their preferred platform to connect, share and consume content. We created an online, reality based Facebook web series named #LIVEFEARLESS. We kicked off the campaign with powerful social influencers from these markets, capturing highly engaging and entertaining content that was split across 11 videos, which made our owned platform a frequent destination for these girls. Then, we encouraged other young women to take part in their own “Live Fearless” journey by submitting photos of themselves with their best friend for the opportunity to win their own “Live Fearless” adventure.

For once, Arab girls felt comfortable and confident talking about pads and periods, whereby we were reaching 50% of our audience on a weekly basis on facebook with a 10% engagement rate and a high CTR of 15%! Lebanese and Jordanian girls warmed up to the content with 2.5 million views (TA population 960,000)! Participation exceeded KPIs by 170%! We achieved the brand’s total year (2015) sales objectives within two months of the campaign launch with no promotional support. By June 2015, Nana volume shares in the Ultra segment increased by 18% in Lebanon and 35% in Jordan