2016 Winners & Shortlists

Brief Explanation

As MNY we wanted to affiliate our brand with the Lebanese beauty and prove that our New York inspired make-up can be at the core of Lebanese beauty scene. Beauty pageants have been receiving negative feedback for the past years especially Miss Lebanon winners Miss Lebanon lost credibility &people believed that it was all a matter of bribery &connections. Negative feedback was visibly perceived on social media. It was time for a change;it was time for MNY to give a different meaning to beauty pageants For the first time in Miss Lebanon’s history we created our own Miss Personality election.

Results and Effectiveness

After miss personality election:Positive social media feedback has been the proof of this election’s success, 90% of all miss personality social mentions were nothing but positive. The program ranked 1st across TV stations for all 2015 The night generated 188 % more viewership than any other show aired every Monday night versus our target. This MNY/Miss Lebanon collaboration has granted our media team the best media integration award from the client Once again, we have proven to be pioneers in grabbing opportunities; we were present through every touch point to show the world that beauty has no maybes.

Creative Execution

We took the participating ladies through a series of events: •Spent a full day with them,getting to know them&their personalities. This day was inspired by our MNY No Maybes TVCs,journey report was aired during the night •A MNY jury was formed by the brand’s top management They met the ladies to vote for the girl which deserves the title •As the girls were spending most of their time together,we gave them the chance to vote for the one fitting this title •We posted miss personality teasers on social media to inform Lebanese people that something different was happening this year

Insights, Strategy and the Idea

It is known that Lebanese women are highly influenced by their local beauty:it's the main aspect in every woman’s life. Our target audiences are Females, aged 15-35, their TV viewership over the past 5 years has decreased,they became more selective when it comes to program loyalty. After every Miss Lebanon election, Lebanese women would send negative feedback on social media; they were not pleased with the results. We as MNY wanted to show that in beauty there are no maybes &that beauty comes from the inside;we decided to elect our Miss Personality live on stage;supported by our social media