2016 Winners & Shortlists

Brief Explanation

The ‘Live Fearless’ campaign sought to drive Nana as the feminine care brand of choice for young Arab women in Lebanon and Jordan growing their MS in the ultra-segment in Lebanon by 20% and 27% in Jordan by end of 2015. Young women aged 16-24 find comfort, strength and inspiration in their best friends. Mishaps associated with sanitary pads are considered to be girls’ most humiliating situations. They live in fear of being publicly embarrassed hence they always rely on their best friend to check their pants! “Can you check my pants?” is a phrase that dominates their period week.

Results and Effectiveness

For once, Arab girls felt comfortable and confident talking about pads and periods, whereby we were reaching 50% of our audience on a weekly basis on facebook with a 10% engagement rate and a high CTR of 15%! Lebanese and Jordanian girls warmed up to the content with 2.5 million views! Participation exceeded expectations by 170%! We achieved the brand’s total year (2015) objectives within two months of the campaign launch with no promotional support. By June 2015, Nana volume shares in the Ultra segment increased by 18% in Lebanon and 35% in Jordan.

Creative Execution

We created an online, reality based Facebook web series named #LIVEFEARLESS. We kicked off the campaign with powerful social influencers from these markets, capturing highly engaging and entertaining content that was split across 11 videos, which strategically flooded our facebook page and made our owned platform a frequent destination for these girls. Then, we encouraged other young women to take part in their own “Live Fearless” journey by submitting photos of themselves with their best friend for the opportunity to win their own “Live Fearless” adventure.

Insights, Strategy and the Idea

Nana wanted to encourage every young Arab woman to live without fear during their monthly period and to remove one extra responsibility of the best friend to check their pants for a possible embarrassing situation! Instead, Nana sought to give best friends the opportunity to focus on exploring the other experiences life has in store! We said, “Grab your BFF. Seize the moment. Embrace your strength. And SIDE BY SIDE, embark on a “LIVE FEARLESS” adventure!” Our targeted audience is highly socially active, mainly on Facebook, which is the preferred platform to stay connected, share information and consume content.