2016 Winners & Shortlists

Brief Explanation

Girls lose self-confidence at puberty. However in the Arab World, the problem is deeper. 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. Always struggles to connect with consumers online because girls are ashamed to interact with a ‘taboo’ brand. However, our social experiment, allowed us to build a strong bond by exposing the difference in confidence between girls (pre-period) and women.

Results and Effectiveness

• 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%

Creative Execution

The main channels we focused on were Facebook & YouTube, as this is where our consumers would most be receptive to the film. With such a raw insight and genuine creative, consumers were instantly drawn to the content, watching the entire film, engaging with it and sharing with their friends. Upon the launch week, we also leveraged content partnerships that were specifically chosen according to our consumers’ profile. The sites hosted the film giving it prominence as well discussing topics around it which helped feed to the overall online conversation.

Insights, Strategy and the Idea

Always has struggled to establish a connection with consumers, considered ‘taboo’ girls were ashamed to be associated with the brand and interact with it online. Targeting girls 15 to 28, we needed them to listen to our empowering message, so we needed to reach them where they will be most receptive to video content, but yet is an intimate setting: Facebook & YouTube. We heavily served the girls the edit as a pre-roll, as well as pushed it on Facebook, during launch to grab consumer’s interest and get the talking about making the film appear popular upon its release.