2016 Winners & Shortlists

Brief Explanation

In the Arab conservative market, Always has struggled to establish a connection with consumers; including consumers who use the brand. Especially in our main market of Saudi Arabia, the feminine hygiene category as a whole is considered taboo. So women are ashamed to be associated with the brand, let alone interact with it online. Targeting women from 15 to 28, it was important to ensure they can listen to our empowering message in an intimate setting. This was done by pushing content on one-to-one setting such as YouTube, Facebook and Instagram. Always launched the first online march where instead of showing their face, women shared footage of their steps moving for a better tomorrow.

Creative Execution

The Online March movement made it easy for women to express themselves. Targeted media gave visibility to content, leading people to organically discover more user-generated submissions. Influencers adopted the movement, followed by an instameet to create reference videos by Instagramers, and then it went mainstream on Facebook and Instagram with targeting support on Facebook. It achieved our objectives of women openly connecting online with a taboo brand. More importantly, Always connected with its audience on women empowerment that could only be discussed directly and at this scale online. The campaign ran for two months as planned, on Facebook and Instagram.

Results

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).