2016 Winners & Shortlists

CLEAN & CLEAR - SEE THE REAL ME

BrandJOHNSON & JOHNSON
Product/ServiceCPG
EntrantJ3 MENA Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of User-Generated Content
Media Agency 2 J3 MENA Dubai, UNITED ARAB EMIRATES
Entrant Company J3 MENA Dubai, UNITED ARAB EMIRATES
Media Agency J3 MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Clean & Clear set out to become the first choice in face wash among all teen girls in the MENA. This was an impossible challenge given Arab teens use soap. Clean & Clear understood that they needed to step-change how they connected with teens if they wanted to accomplish this vision. Universally, we recognized that having clear skin is important for teen girls. Having clear skin meant confidence and having the ability to take on the day in a world that can be awkward yet awesome. We also understood the new roles that females play globally. Throughout the world, women are making headlines and holding power allowing for their achievements to define their beauty. Although, globally this was happening, we realized that in the region females are restricted and women as heroes are not common. Through a global study we further learned that 75% of young girls want to be accepted but are afraid to be judged. This further drew our attention on how vital it was to show courageous females as examples. In 2015, it was clear we needed to address confidence as a way to connect with girls in MENA. Given the lack of a teen media scene, we created the first digital teen magazine on Tumblr to serve as a judgement free space. We created 180 content pieces from GIFs to listicles that focused on teen passion points. We then partnered with four influential women to create a series of documentary style online videos to show their story of courage. To facilitate teens in their courageous journey we also created a mentorship program with one of our influencers to guide and inspire one girl. Yahoo, YouTube and Facebook were also brought in to help drive to our new destination while also showcase the content generated.

In conclusion, Clean & Clear touched the lives of 400,000 girls via our teen digital magazine. We had more than 2 million views on our documentary style videos on our YouTube/Facebook pages and another 1.3 million on our Tumblr. We exceed the expected shares from our Tumblr by 91%. In KSA and EGY, our numbers exceeded our benchmarks by more than 400% on engagement metrics. We saw positive teen sentiment with messages such as “I feel inspired” on our Facebook page and "you make we want to achieve my dreams" on our influencers social pages. Via our mentorship, an astonishing 70 girls opened up to us by confiding in us their imperfections and their desire for support on their quest to finding who they are.

Credits

Name Company Role
Jad Chababi J3 Mena Business Director
Shadi Braish J3 Mena Media Director
Claudia Pari J3 Mena Strategy/Content Associate Director
Antoine de Trogoff UM MENA Head of Content
Dahlia Ghobary UM MENA Content Manager
Ruqayiah Al Usman J3 Mena Media Manager
Tim Durgan J3 Mena Digital Manager