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

Always enters a girl’s life during the sudden transition of puberty; the brand responsibility to empower women, letting them know that with confidence, she can achieve anything she wants. Running for over a month, the campaign kicked off through intimate events. The social experiment premiered to selected influencers; becoming our primary supporters even after the campaign ended. The film caught fire opening discussions across all social platforms in the region. After going live on Facebook & YouTube, the film caught fire opening discussion across all social platforms in the region: Soon enough pro-women empowerment institutions carried the hashtag as their own. An on-ground conversation was activated through inspirational role model talks, showcasing the possibility of reaching dreams.

Results

• Total Views of 11.7 million • 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%