2016 Winners & Shortlists

MNY - MISS LEBANON 2015

BrandL'ORÉAL
Product/ServiceMAYBELLINE NEW YORK - MISS PERSONALITY
EntrantUM MENA Dubai, UNITED ARAB EMIRATES
CategorySponsorship
Media Agency 2 UM MENA Beirut, LEBANON
Entrant Company UM MENA Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Lebanese women are known to be highly influenced by local beauty as it is the main aspect in every woman's life. We as MNY wanted to link our New York inspired make-up to the Lebanese beauty scene. Our target is very selective in TV programs, but viewership and online conversations peaks during 1 yearly event: Miss Lebanon Unfortunately, for the past several years, beauty pageant and more specifically Miss Lebanon winners have been receiving negative feedback from the Lebanese population. Lebanese people were never satisfied with the results, they started believing that it was all a matter of bribery & connections. Negative feedback was visibly perceived on social media. This year, it was time for a change; it was time for MNY to give a different meaning to Lebanese beauty pageant. Inspired by our No Maybes TVC, we wanted to show Lebanese women that in beauty there are no maybes and that beauty comes from the inside, so we crafted our very own Miss Personality election during Miss Lebanon prime, for the first time in Miss Lebanon's history. Our own election was pushed through our social media pages to convey that this year MNY is creating something new. After electing Miss Personality, positive feedback was visibly [perceived on social media, with more than 90% positive comments.

The Brief

The goal of this campaign was to revive the trust of Lebanese population in beauty pageants: we wanted to be the reason behind the positive social media comments linked to this event. We met with the stations' top management, to convince them that we should be part of this event, our main objective was to generate positive reactions on our election.

Execution

After negotiating the creation of such an election during this yearly event, we took the ladies through a series of test: 3 weeks before the event: 1- We spent a full day with the ladies,getting to know them and their personalities. This day was inspired by our very own MNY No Maybes TVCS. A full journey report was aired during the night 2-We formed a MNY jury by the brand's top management,granted them backstage access to interview the ladies on 1to1 basis to vote for the girl which deserves the title 3-As the girls were spending most of their time together,we gave them the chance to vote for the one they found fitting this title 4-We started posting teasers on our social media pages:getting people excited about this new MNY opportunity 5-During the night, after airing our no maybes documentary,the anchor introduced MNY’s election,&Melissa Jabbour,our own Miss Personality was elected

After electing our Miss Personality, we have perceived the below feedback: While for the past years, social media pages were harassed with negative feedback, this year 90% of all miss personality social mentions were but positive. Free coverage was monitored through online websites, they all talked about Miss Personality election (i.e. Al Nashra Fan and My Fashion Guide website) Miss Personality post on Facebook generated 450% more likes than any regular MNY post

The Strategy

Our target audiences are Females, aged 15-35 Our brand awareness within this target audience was very high, but it lacked affiliation with Lebanese beauty scene. People perceived our make-up as New-York inspired looks, not perfectly applicable to the Lebanese women. After every Miss Lebanon election, Lebanese people would send negative feedback on social media; they were not pleased with the results. It was an opportunity for us to appear, convey our No Maybes message, and elect our own Miss Personality. Lebanese women could finally relate to her and to her inside-our beauty.

Credits

Name Company Role
Colette Cherfane UM Beirut General Manager
Dina El Houssainy UM Beirut Media Manager
Nathalie Merhi UM Beirut Senior Media Planner
Carla Ghorra UM Beirut Senior Digital Planner
Zadi Hobeika UM Beirut Digital Director