2016 Winners & Shortlists

Creative Execution

Our campaign lived online, mainly on Facebook & YouTube, but the discussion caught fire across all social platforms in the region (Twitter & Instagram). YouTube was leveraged as a push touch point through pre-rolls while Facebook hosted the bulk of the conversation (between fans). Instagram championed our organic views, and fan-created content. While Twitter held most of the debate and celebrity mentions, feeding to the overall conversation. Soon enough pro-women empowerment institutions carried the film and hashtag as their own, empowering their audiences under our campaign umbrella.

• 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%

Girls lose self-confidence at puberty, the day a girl gets her first period, things she could do the day before are no longer permitted. Without realizing it, puberty forces her out of childhood and into her new society-imposed role: future wife/mother. Consequently these limitations affect her life, goals and aspirations. As a brand that steps into our consumers lives at such a transformative stage, we have the obligation to empower both pre and post puberty girls. In this conservative market, Always has struggled to establish a connection with its consumers: Girls are ashamed to be associated to the ‘taboo’ brand; let alone interact with it online. The genuine content in our social experiment, allowed us to build a bond with consumers launching an empowerment discussion. However it was important to convey our message in an intimate setting. This was done by pushing content one-to-one on YouTube, Facebook and Instagram.