2017 Winners & Shortlists

The Campaign

Young Arab women aged 16-24 find comfort, strength and inspiration in their best friends. They feel very embarrassed talking about their period and pads, and mishaps associated with sanitary pads are considered to be girls’ most embarrassing situations. Millennials today want more from brands, They view meaningful experiences as prized possessions and are more valuable than material goods. Experiences can provide more happiness because they have social value, and as media owners, they are always in need of good content to tell stories so they can interact with their social circle We set out to normalise 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

Creative Execution

Our target audience is highly socially active, especially on Facebook. We created an online, reality based web series named #LIVEFEARLESS, that gave young women the chance to embark on an extraordinary journey with their BFF, to experience what it truly means to live fearless. To build credibility & start normalizing the category, we kicked off the campaign with a powerful social influencer, Ghida Arnaout, an outdoor adventurer from Lebanon, who invited girls from all over the Arab world to join her on a liveFearless adventure in Jordan. To participate girls shared with us what #livefearless means to them and 12 of them from 6 countries were selected. We brought together 13 girls from the Arab world to live new experiences, challenge themselves, & together support each other to overcome all obstacles! Highly engaging & entertaining content strategically flooded our FB page, including live chats, live posts & Instagram stories.

Within 1 month of the campaign, Nana reached the highest level of Value Share in Jordan with a 24.5% increase in the ultra-segment when compared to previous 6-month average. In Lebanon, Nana managed to become the number 2 player in Volume shares. In KSA, we reached our record high total awareness with a 29% increase, when compared to previous 6 months average. We over-achieved across all digital KPIs: 500% higher clicks to website than set KPI 44% higher participation rate compared to Nana usual benchmark for competitions!

The #Livefearless campaign aim was to entertain and inspire young girls with powerful storytelling and most importantly enable them to experience what it truly means to live fearless. Nana gave young girls the chance to embark on an extraordinary journey with their BFF.Ghida Arnaout, an outdoor adventurer from Lebanon invited girls from all over the Arab world to join her in a once in a lifetime experience, a liveFearless adventure in Jordan. Highly engaging and entertaining content strategically flooded Nana's Facebook page, including live chats, live posts and Instagram stories, which made the platforms a destination for young women.

Insights, Strategy and the Idea

Nana wanted to encourage every young woman to live without fear during their monthly period & in their everyday lives without holding back. From there, their “Live Fearless” brand communication strategy & tagline was born globally. Live Farless is about being feminine, being bold, erasing those moments of self-doubt and saying yes more than No. But how do we go about this in a region where talking about sanitary pads is uncomfortable? We set out to translate this brand communication through real experiences that girls in this region can share with their friends in a manner that creates #LiveFearless ambassadors to carry out our business & marketing objectives. Knowing that young girls thirst for meaningful experiences and relatable stories, we bought this to life through a series of adventures & live Fearless moments that encourage a woman to step over their fears & live without limits.