2017 Winners & Shortlists


Short List
Product/ServiceBABY WIPES
CategoryFast Moving Consumer Goods
Production OLIVE TREE Beirut, LEBANON

The Campaign

As babies grow, letting them explore things around by themselves increases their cognitive function, motor skills, independence and confidence. When applied to self-feeding, this method is known as ‘baby led weaning’. While letting the baby explore is wonderful, it creates a lot of messy moments the child can get into. Johnson’s Baby Wipes comes to the rescue of parents and help them clean their ‘precious ones’ from anything they curiously touch or make a mess with. Our media research indicated that Vloggers are the real brand social celebrities. Moreover, 58% of moms are searching for expert videos about products before purchase and 69% turning to YouTube first. Our target moms were already consuming food, travel and make up related content from bloggers/experts. So, we let babies become these experts while showcasing our baby’s humorous moments in ‘blogger style’ videos whilst they experience the messy delights the world offers their

Creative Execution

The idea was brought to life by creating 3 videos with exaggerated views of baby’s messy moments and how Wipes come to the rescue. A comprehensive media distribution plan was mobilized with video platforms as the cornerstone. All content was hosted on the brand’s YouTube page; all activity was geared to drive video views, sharing and engagement with the content and the brand. Promoted video views and posts on Facebook allowed us to integrate into moms’ daily lives and drive the social aspect of the activity. We used programmatic/display to capture moms’ attention in places where content was most relevant to them and drove them to YouTube to consume and share our content through retargeting. Mobile Rich Media was employed to capture moms’ on an always on platform to further drive engagement with the brand Lastly, we used TV to garner mass reach and drive awareness with the TVC

Brand lift recorded on Awareness at 23% (best in class) and 13.6% lift on purchase intent (highest recorded in MENA in category to date). 89% sales growth in Egypt attributed to campaign period. Achieved Awareness Metrics: • 42M media impressions ? 35% above target • 7.7M video views ? 185% above target • 875K clicks ? 162% above target • 7.9M reach on Facebook ? 193% above target • 53M Facebook impressions ? 377% above target • 4.7M Facebook video views ? 441% above target • 70% reach and no. 1 SOV Pan Arab TV (on target) • 63% reach and no. 1 SOV on Egypt TV (above target) Achieved Involvement Metrics: • ACHIEVED: 17.35% engagement rate on Facebook (5% target) • Average VTR of 40% across media (25% target) • 455K Organic Facebook reach Achieved Seek More Metrics: • Achieved: 5% average CTR on branded,non-branded keywords (3% target)

Our target audience of moms in the Middle East were consuming food, travel and make up related video content from bloggers/experts every day. 58% of moms are searching for videos about products before purchase and 69% turning to YouTube first. So we decided to create a series of humorous video content and distributed it on social and digital media platforms where our audience was already consuming content. Our videos stood out as we used babies as bloggers to connect with mothers on an emotional level while increasing brand engagement and awareness

Insights, Strategy and the Idea

To drive brand awareness, drive involvement and ultimately drive sales it was important to be relatable to moms’ own experiences, highlight product usage occasions and drive them to seek more information to purchase. We wanted mums in the region to ‘Celebrate the Mess!’ their babies created. This gave us a platform and the opportunity to drive each objective on every step of the path to purchase. Based on our insight, we derived that video content was the way to go to bring the campaign to life. The creative treatment included mocking the blogger tutorial videos with babies - makeup, cooking, and travel categories (categories moms’ were already consuming content on). Using an adult voice to educate audiences “how to” in a non-obtrusive, playful way making product usage as relatable as possible.


Name Company Role
Rodrigo Mavu UM MENA Regional Creative Director
Dina Sami UM MENA Senior Art Director
Antoine De Trogoff UM MENA Head of Content
Claire Fletcher J3 MENA Associate Director of Social
Video URL