STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
While women all over the world are sharing their lives online, this is not the case in conservative Saudi Arabia, where a woman is not socially permitted to show a picture of herself online. It is even less accepted for a woman to seem like she is protesting for a cause. And with regards to Feminine Care products, women do not like to associate themselves with menstrual pad brands online, given the embarrassment factor.
Always, the market leader in menstrual pads, saw an opportunity to connect with Saudi women online to overcome these limitations and challenges.
The 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.
Women shared their stories across platforms, while Always was curated the submissions and created its own, all around the purpose of women empowerment.
The movement received over 5,000 user-generated entries on Instagram and Facebook, and Always chose three women to support their dream.
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).