2016 Winners & Shortlists

Creative Execution

JERGENS would offer exclusive access to the beauty secrets of famed Arab star Nancy Ajram as well as makeup artist to the stars, Bassam Fattouh – both icons of Arabian beauty. We created a series of ‘hangouts’ where fans would have the opportunity to get the Best Kept Beauty Secrets straight from their icons. Fans of JERGENS Arabia Facebook page were given the exclusive opportunity to enter a competition for a chance to Virtually ‘hangout’ with celebrities Nancy Ajram and Bassam Fattouh Via Google+. The interactions were then recorded and shared across JERGENS Arabia and the Stars social media channels.

The ‘Best Kept Beauty Secrets Campaign’ ran for a period of four months across JERGENS social media platforms resulting in an increase of 100,000 ‘likes’ on the Facebook page and videos of the interactive hangouts achieved over 5 million views across the official channels for JERGENS Arabia, Nancy Ajram and Bassam Fattouh. We received a whopping engagement rate of 16% - higher than the category average of 5%.

To establish JERGENS as the unlikely new contender for the beauty brand of choice for modern, young Arab women today. We had to overcome a non-competitive budget assigned by the client to compete with the top dogs of the Body Care category who aggressively compete in the market by assigning large budgets. Therefore reviving the brand to contend as the new beauty brand of choice for modern young Arab women required an idea that was independent of a big budget. Friends and family easily influenced a third of our targeted demographic followed by their favored celebrities. Further research showed that over 80% of modern young Arab women between the ages of 22 - 44 years actively use the Internet to remain socially connected and informed. Therefore our desired consumers were more influenced by a sense of connection with those celebs on a personal and intimate level.