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 people are ashamed to be associated with the brand; let alone interact with it online. Targeting girls 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.

Creative Execution

Entering a girl’s life during this sudden transition; the brand has a responsibility to empower women… letting them know that with confidence, they can achieve anything they want 4 weeks running time. • Event: Social experiment was shared live to select influencers; they became our primary supporters even after the campaign ended. • YouTube: leveraged as a push touchpoint through pre-rolls • Facebook: hosted majority of conversations (between fans) • Instagram: championed organic views, and fan-created content • Twitter debates feeding to the overall conversation Soon enough pro-women empowerment institutions carried the hashtag as their own.

Results

• Total Views of 11.7 million • Exceeded industry standards of organic views by 480% • Positive sentiment of 96% despite controversy of the message and the brand in such a patriarchal society. • Social Impressions of 166,943,033-more than 100% of our target • Purchase intent: Increase by 6%