Brand | ENTI.MA |
Product/Service | FASHION AND LIFESTYLE ONLINE MAGAZINE |
Entrant | J. WALTER THOMPSON Casablanca, MOROCCO |
Category | Use of Social Platforms |
Idea Creation
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J. WALTER THOMPSON Casablanca, MOROCCO
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Media Placement
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J. WALTER THOMPSON Casablanca, MOROCCO
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PR
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J. WALTER THOMPSON Casablanca, MOROCCO
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Production
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J. WALTER THOMPSON Casablanca, MOROCCO
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The Campaign
Insight 1: Women are no longer bound by traditional methods of communication, especially in male-dominated societies; insight 2: Thanks to social media, no government or company is unaccountable for its actions. Shortly after the 2M show aired, ENTI.MA (Morocco’s most influential fashion and lifestyle magazine) aired its own response. In a subtle video showing women how to take makeup off – without damaging one’s skin – a famous fashion vlogger gently removes makeup. As she takes the makeup off, the signs of abuse are revealed. This video is the reverse of what was shown on 2M.
Creative Execution
The response video to 2M’s segment had to be uploaded quickly, so that the outrage surrounding the 2M segment was still in people’s and the media’s minds. Once the ENTI.MA video had been posted on their own lifestyle and fashion site (only a few days after the 2M segment) the implementation of that call to action had begun. Because the outcry to 2M’s segment was used as the catalyst for ENTI.MA’s version, both the people and the international press had more immediate access to the content. The video is still gaining traction, so the timeline and scale are still being measured.
Describe the success of the promotion with both client and consumer including some quantifiable results
Just 24 hours after the ENTI.MA video was shown, it reached 3,000,000 views. It was shared 6,000,000 on social media. The international press – those who had reported the previous 2M debacle – also reported on the ENTI.MA video. The video was also shown on international news channels across the globe. Miss New York 2015 (a Moroccan) has made herself an advocate for the cause. Moroccan women now have a platform from which to be heard, spurred on by women all around the world commenting on the video. Most recently, an 8-year-old draft law protecting women’s rights in the country has now been passed and is currently being finalized in parliament.
Explain why the method of promotion was most relevant to the product or service
Insight 1: Women are no longer bound by traditional methods of communication, especially in male-dominated societies; insight 2: Thanks to social media, no government or company is unaccountable for its actions. After Morocco-state-owned TV channel 2M aired a segment showing women how to cover signs of abuse with makeup, ENTI.ME used these insights in their favor to a. enable women (anyone with access to the internet) to vent their frustration; b. highlight the outrageous normalization of abuse in Morocco; and c. create a response through building solidarity both nationally and internationally.
We knew that the same level of attention would be dedicated to this content as it was to the 2M video. The principles of this strategy were founded on the outcome of the 2M video. The same visual language was used, the same audience was targeted, the same channels of communications were used, but the message was altogether different.
Credits
Ramsey Naja |
J. Walter Thompson |
Chief Creative Officer |
Chafic Haddad |
J. Walter Thompson |
Chief Creative Officer |
Mohamed Oudaha |
J. Walter Thompson Casablanca |
Creative Director |
Hazem Kaddour |
J. Walter Thompson Casablanca |
Managing Director |
Marouane El Hanafi |
J. Walter Thompson Casablanca |
Associate Creative Director |
Dina Benbrahim |
J. Walter Thompson Casablanca |
Copywriter |
Yasmine Loukmari |
J. Walter Thompson |
Art Director |
Simon Raffaghello |
Raffaghello's |
Senior Copywriter |
Sarah Bencherqi |
J.Walter Thompson Casablanca |
Account Manager |
Hind Chaouat |
Hind Chaouat Communication |
Film Director |
Alena Tounzi |
Moroccan Make up Academy |
Make up specialist |
Sophia Tazi |
J.Walter Thompson Casablanca |
Account Executive |
Houda Moulki |
J.Walter Thompson Casablanca |
Account Executive |
Yassine Allouchi |
Moroccan Make up Academy |
Make up Specialist |
Samuel Anajjar |
Moroccan Make up Academy |
Make up specialist |
Achraf Falah |
J.Walter Thompson Casablanca |
Graphic Designer |
Samir Abouzakaria |
J.Walter Thompson Casablanca |
Graphic Designer |
Mohammed Chrouro |
Mohammed Chrouro Production |
Post production |
Younes Messoude |
J.Walter Thompson Casablanca |
Graphic Designer |
Links
Social Media URL