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. 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 media), our creative idea was a crowd sourced region wide competition on social media - #Write4The5, asking girls everywhere to share what #SeeTheRealMe (the brand’s core message) means to them. From there, their lyrics would go on to inspire a hit single!

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 our 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! We achieved 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 had 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 1M Views, 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 socially led campaign that successfully used pop music with Pan-Arab boy band sensation The5, to drive engagement for Clean & Clear’s audience. A compelling regional call to action campaign, leveraged across social platforms using real time formats such as Facebook Live, Instagram Stories and made-for-social content, enabled us to connect with hard to reach teens who live and breathe social. This made it possible for the brand to resonate with this audience in space where they feel comfortable being their real selves.

Insights, Strategy and the Idea

Knowing that our teen audience live on social media, we used social as the core touch point of our campaign. Facebook and Instagram were our key channels and music (fronted by The5) was our content pillar. While we used social to tease and communicate #Write4The5, we also used our other owned platform - YouTube channel to house all our long form content such as documented episodes of the Writing Camp. Finally we used social in real time to showcase behind the scenes content to our audience. The approach for #SeeTheRealMe #Write4The5 was simple, and the prize was huge. First, get The5 to encourage girls to share their songwriting skills on social media using the campaign hashtags. Then, the top 3 lyricists would be assembled by Clean & Clear to attend Writing Camp, where they would work alongside the band to write, record, and produce the hit single and official video