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. Using boy band sensation The5 as our key influencers, 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 and be the inspiration for their music video, ‘See The Real Me (Ala Tabeetak Koon)’.

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% which is significant for a brand that cut its product range! 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

Knowing that songwriting and social media are two natural, comfortable 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), we focused on music and social media as our key touch points. The approach was simple: using social as well as digital online video and fronted by The5, we encouraged girls to submit their entries on social media using the two hashtags (#SeeTheRealMe & #Write4The5). These UGC lyrics would go on to not only create the summer anthem, but the lucky winners would be active contributors to the song as well as the official music video. Fans would therefore have the chance to be co-creators with their music idols and their journey would be documented on social and digital media for the world to see.