2016 Winners & Shortlists

SAUDI WOMEN’S ONLINE MARCH

Bronze

Case Film

Presentation Image

BrandPROCTER & GAMBLE
Product/ServiceALWAYS
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryUse of Social or Community (including emerging platforms for brands)
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

Creative Execution

Move Forward is an online movement on Facebook and Instagram where fans are asked to share their stories about their hopes and dreams through filming or taking a picture of themselves walking. A girl uploads a video showing her feet walking while she narrates what she is walking for; she then uploads it to Instagram or Facebook with the hashtag and/or mentioning us. Influencers also endorsed the movement, encouraging their followers to inspire others with their stories. The brand pages also pushed content regularly to encourage women to partake in the movement, while regularly sharing selected user content.

Saudi Arabia is a country where online interaction with a brand like Always is taboo as they don’t want to be associated with it. Despite this, we’ve managed to acquire a high number of new fans (12.51% growth or 10,000+), we’ve gotten 4.6 million social media impressions and 5,500 new Instagram followers (Starting from Zero!). Most importantly, the subtlety of the idea got us over 5,000 submissions! So 5,000 women opted to let their voice be heard, their feet be seen and the march be felt despite the taboo that online uploads has in Saudi Arabia.

While women all over the world are sharing their lives online, this is not the case in conservative Saudi Arabia, where a woman is not socially permitted to show a picture of herself online or seem like she’s protesting for a cause. And with regards to Feminine Care products, women don’t like to associate themselves with menstrual pad brands online, given the embarrassment factor. Always, the market leader in menstrual pads, saw an opportunity to connect with Saudi women online to build its community. Always launched the first online march where instead of showing their face, women shared footage of their steps moving for a better tomorrow. This gave women a platform to express themselves in videos by showing only their steps while stating their belief, dream, or purpose. Women discovered this movement on Facebook and Instagram through posts from influencers and a trending hashtag #MoveForward (and its Arabic equivalent).

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Youssef Naaman Leo Burnett Beirut Regional Operations Director
Yasmina Baz Leo Burnett Beirut Creative Director
Karen Feghali Leo Burnett Beirut Art Director
Lama Bawadi Leo Burnett Beirut Copywriter
Jad Jureidini Leo Burnett Beirut Digital Communication Director
Tala Arakji Leo Burnett Beirut PR Planner
Cecilia Accad Leo Burnett Beirut Communications Director
Fadi Bustros Leo Burnett Beirut Regional Communication Director
Zeina Joujou Leo Burnett Beirut Head of Planning
Ralph Arida Leo Burnett Beirut Associate Creative Director
Nader Naamani Leo Comm Jeddah Communication Manager
Saria Francis Leo Comm Dubai Community Manager
Robyn Aris Leo Comm Dubai Communication Manager
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