2016 Winners & Shortlists

Brief Explanation

This was a direct marketing campaign purely designed for social media to get to our fragile target audience (women) in the Arab world as we can never approach an Arab woman in person. Though at first glance, it may seem generic; it was targeted to the majority of Arab women who did not have any other means to communicate. Users had to invite 10 friends through Facebook to help describe the user. The words chosen would then form a beautiful medallion that would represent their true inner self. These personailsed medallions could either be shared on Facebook or could go into a draw to win a weekly prize (a personalised pendant in white gold).

Creative Execution

Jan-Feb 2015 for 2 months A microsite enabled users to invite their friends through Facebook to help discover themselves. Words chosen to describe the user transformed into beautiful medallions that could be shared on social media. Weekly winners won pendants in white gold. An emotional video meant to drive traffic to the microsite, made women think about themselves and inspired them to pour their hearts out on Facebook. Originally Facebook was to be used to drive traffic to the microsite. However when we started getting the posts that we did, we had to re-engage, thanking them and sending private messages.

Results

We not only had very happy weekly winners with personalised gold pendants, but also had 160% increase in fan base 64,033 Arab women voicing their inner thoughts 67% boost in sales during the period of the promotion Response Rates – 715,172 actions on the page Click throughs – 0.88% Sales cost per response – 0.07$