2016 Winners & Shortlists

Brief Explanation

Transform Jergens creams, from a dated functional product to the beauty brand of choice for the younger, Arabic woman. A loaded task which required a shift in perceptions on a slim budget of $500k. Up against beauty giants like Dove, Nivea and Vaseline all aggressively competing in the beauty category with bigger budgets, and even bigger celebrities. Since our audience seeks more personal and intimate connections with celebrities beyond endorsements, we granted them access to the Best Kept Beauty Secrets via online hangouts, with their icons, in a controlled setting, as we capture highlights of these sessions for useable content.

Results and Effectiveness

The ‘Jergens 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%.

Creative Execution

Fans of JERGENS Arabia Facebook page were given the exclusive opportunity to enter a competition for a chance to ‘hangout’ with celebrities Nancy Ajram and Bassam Fattouh, both icons of Arabian beauty. The competition tied in with JERGEN’S product launch and gave winners the chance to virtually hangout with their favourite celebrities via the Google+ platform. The interactions were then recorded and shared across JERGENS Arabia social media channels including Facebook, YouTube and Instagram. The stars also plugged the campaign and sessions across their own social networks leading to a widespread reach of the campaign results.

Insights, Strategy and the Idea

Friends and family directly influence a third of our target Audience 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. While our competition was heavily reliant on the sheer presence of celebrities, our desired consumers were more influenced by a sense of connection with those celebs on a personal and intimate level. Hangouts are built into Google+ - This made it a perfect platform to engage Jergens Facebook followers to virtually hangout with the celebrities.