2017 Winners & Shortlists

The Campaign

Young Arab women aged 16-24 feel very embarrassed talking about their period and pads; and mishaps associated with sanitary pads are considered to be girls’ most humiliating situations. Millennials today want more from brands. They view meaningful experiences as prized possessions that are more valuable than material goods, and are swayed by public opinion of their social circles and influencers. We set out to normalize the category and make the topic less taboo, by focusing on the brand communication of #LiveFearless and translating it into real life stories that embody its message. We recruited fearless women and celebrated their journey as local relevant ambassadors who were able to make remarkable achievements, and in turn encouraged women to overcome their fears and live without limits.

Creative Execution

Riding on the popularity of the platform amongst our target audience, we were able to sustain a 3 months continuous communication on the top Pan Arab TV station, granting us 12 weekly episodes within the show, with each week a unique lifefearless story by a social celebrity. In addition, we enjoyed daily presence on the channel throughout these 3 months due to negotiated commercial benefits! Leveraging all of the show’s platforms, we created a dedicated microsite on the show’s website, to watch the full episodes of the influencers’ challenges online after teasing the audience with a short edit live on TV, on Nana social platforms as well as influencers posts!

In KSA,our priority market, we reached our record high total awareness by end of campaign with 29% increase compared to previous 6 months average,50% higher than the set objective. Campaign over-achieving across all KPIs: Our entertaining segment resulted in a week on week increase in the show ratings on that day throughout the period of the campaign:the ratings of the show doubled at the end of campaign compared to the time before the activation started, Proving that the content was loved and relevant to our target audience. A total of 400K + visits to Nana microsite during the campaign period resulting more than 400K organic Views. For once, Arab girls felt comfortable and confident talking about pads and periods, whereby we managed to reach 77.5% of girls in the region and engagement was 230% higher than previous 6 months. Facebook AD recall showed 30% increase compared to other Nana campaigns

The #Livefearless campaign aim was to entertain and inspire young girls with powerful storytelling and enable them to experience what it truly means to live fearless. We set out to partner with ET Bel Arabi, the Arabic version of the world class entertainment show Entertainment Tonight, to co-create a brand-focused segment called LiveFearless with its own promo. This segment hosted social celebrities, who explained their own journey and why they are fearless women, and ended the segment with the brand challenging with real-life experiences that personify the #LiveFearless mantra.

Insights, Strategy and the Idea

Nana wanted to encourage every young woman to live without fear in their everyday lives without holding back. From there, their “Live Fearless” brand communication strategy and tagline was born globally. But how do we go about this in a region where talking about sanitary pads is uncomfortable? The path was clear: we needed women to hear from their peers about our product through our brand communication strategy so we can start penetrating the market. We set out to partner with ET Bel Arabi, the Arabic version of the world class entertainment show Entertainment Tonight, to co-create a brand-focused segment called LiveFearless with its own promo. This segment hosted social celebrities, who we selected together with the program, who explained their own journey and why they are fearless women, and ended the segment with the brand challenging them with real life experiences personifying the #Livefearless mantra