2017 Winners & Shortlists

The Campaign

We believe that every Arab teen girl has potential, is unique and special. All she needs is a little courage to show what she can do, to show who she really is. #SeeTheRealMe partnership gave young girls a money can’t buy opportunity to help boy band sensation, The5 create a hit single. We didn’t just give them an anthem we gave them the opportunity to write their OWN anthem. It started on social, with The5 asking girls to submit lyrics and inspiration to help the band write their next hit. Three lucky winners from around the region were flown to attend Writing Camp to work with the band and alongside industry leaders to help record, write and produce the single followed by a day supporting the band on set of the music video. Ultimately, we wanted to give them an experience, they would never forget.

Creative Execution

1.Spring: Partnership Announcement & Lyrics Drive a.Announcement via a 17” video of The5 explaining the competition, running across Facebook & Instagram pages, as a pre-roll on YouTube and The5’s personal pages. b.Lyrics were sourced from fans on Facebook and Instagram with entries that used both hash tags (#SeeTheRealMe #Write4The5). 2.Summer: Writing Camp a.Giving fans access to the behind-the-scenes, we streamed a Facebook Live event allowing the winners to take over the brand’s social media for 24 hours 3.Fall: Back to School a.For back to school, on digital, the video was released exclusively on our YouTube channel, and was additionally aired on television programs region wide. The single was commercially released to radio and streaming sites. b.We followed up by airing a 13-part Writing Camp series on our YouTube channel. Made-for-social teasers ran on the brand’s social pages, leading viewers to the full episodes

We surpassed Facebook estimates reaching over 7.6M users and phenomenal growth on Instagram. Before launch, Instagram had 1,200 followers which increased to 21,300 NEW followers in just 5 months reaching 3M girls! 98M Social Media Impressions and 9M engagements. During this campaign specifically, brand sales grew by 6.5% and overall for 2016 grew by 2.3% Phase One - Announcement & Lyrics Drive: • 3,000+ entries with mentions of both hashtags. • 17” Announcement Video - 650,000 Views Phase Two - Writing Camp: • Facebook Live generated over 1,000 comments during the live stream with 340,000+ Views Phase Three – Fall – Back to School: • Music Video - Over a million views with 23% organic views and song reached #1 on Anghami. • 3.5M Views across the web-series with 415,000 Earned Views and over 20% organic views

Working with the biggest music production house in the region, we created a social and digital campaign that successfully used pop music with Pan-Arab boy band sensation The5, to drive engagement for Clean & Clear’s hard to reach teens. Using a social competition as a key hook, we invited girls to help the band co-create their next hit single and video to ultimately create a pop anthem they could call their own. The resulting song, music video and campaign moved the brand perception needle across social and digital as well as mainstream media, driving significant share uplift for the brand.

Knowing that songwriting and social media are two natural havens for teen self-expression (more than 55% of teen girls frequently consume music related content, and more than 70% are willing to share their own content on social media), we focused on pop music as the core passion point. So we partnered with Pan-Arab boy band sensation The5, knowing this partnership would be inspiration enough for teens to come forward and share their creativity through songwriting. We created #Write4The5, a region-wide songwriting competition that crowd-sourced lyrics via social media, asking girls everywhere to share what #SeeTheRealMe (the brand’s core message) means to them. From there, their lyrics would go on to inspire the band’s summer single, ‘See The Real Me (Ala Tabeetak Koon)'. Using social & digital, we encouraged entries and documented the winners journey on YouTube and the brand's social channels.