2017 Winners & Shortlists

POND'S EXPRESSIONS CAMPAIGN

BrandUNILEVER
Product/ServicePOND'S AGE MIRACLE CREAM
EntrantDIGITAL REPUBLIC Cairo, EGYPT
CategorySocial Video
Idea Creation DIGITAL REPUBLIC Cairo, EGYPT
PR DIGITAL REPUBLIC Cairo, EGYPT
Production DIGITAL REPUBLIC Cairo, EGYPT

The Campaign

The campaign idea was based on the fact that women tend to suppress their facial expressions and hide their emotions as a defense mechanism against some of life’s toughest moments. The insight is driven from our observation of surrounding powerful women who tend to hide their feelings in order to portray an image of strength and capability. Our campaign aimed to show that women’s expressions are part of her strength not weakness. This was revealed through a social experiment where we invited real Egyptian women ages between 28-45 year and challenged them to watch a personal video with compiled moments of their family, friends, and most touching times while keeping a poker face. At the end, none of them could maintain the poker face; they all wanted to smile, cry and laugh freely. The video and #yourfaceisnotmadeofwood was the base of a movement advocating for free expressions across the country.

Creative Execution

The video and #yourfaceisnotmadeofwood was executed from April 2016 till June 2016 through: - The launch of an online video - The support of social media posts - Starting a content PR campaign - Creating a series of individual stories (videos) The concept was fledged on our owned social media pages (Facebook, Instagram, and Youtube) to trigger and engage in conversation on the value of feminine expressions. We made a series of personalized videos for all the participants to aggregate relevant emotional content from the fans. A PR campaign followed where our partners/ female portals have published creative content (articles, quizzes, features) that stresses on the value of feminine expressions with a genuine approach. We rolled out the campaign using display ads to maximize our reach and partnered with top female portals to add authenticity to the brand's message always reverting back to the “Age Miracle” variance.

The campaign achieved a huge success and created the relevance needed with Egyptian women on both the emotional and the business point of interest. On our online platforms, we reached 57% of our target audience in which received more than 3 Thousand stories of women sharing their experience hiding their emotions in the first three days of the campaign which has achieved our objective of establishing a connection with Egyptian women and allowing them to express freely on our platforms. On Facebook and Youtube we had over 9 Million [I1] views and a reach of 3,120,000 on Facebook alone and engagement of over 627, 319 fans (Facebook Business Manager)

The communication strategy was designed to connect Ponds Age Miracle with women's empowerment and free expression. Our main target group was women aged between 28-45 years old who lead a busy hectic life and need to portray an image of strength to accommodate to life’s daily challenges. The multi-phased emotional based strategy utilized a common Egyptian expression ‘face made out of wood’ to create the relevance needed with Egyptian women. Phases of the strategy: - Creating a relevant and revealing video content that will trigger women’s emotions - Generate content through a SM plan that is built around a direct ‘call to action’ asking Egyptian women to share their emotions and experience holding their expressions to show signs of strength and capability - Starting a content PR propaganda around our tagline #yourfaceisnotmadeoutofwood advocating for women’s free expression. Execution: The creativity of the communication and activation or delivery

Credits

Name Company Role
Asmaa Yehia Digital Republic Linked by Isobar Creative Director
Links
Social Media URL