2018 Winners & Shortlists

WOMEN'S WELLNESS BY BETADINE

BrandMUNDIPHARMA MIDDLE EAST FZ-LLC
Product/ServiceBETADINE FEMININE INTIMATE WASH
EntrantBALCONY 8 Dubai, UNITED ARAB EMIRATES
CategoryBrand-led Education & Awareness
Idea Creation BALCONY 8 Dubai, UNITED ARAB EMIRATES
PR BALCONY 8 Dubai, UNITED ARAB EMIRATES
Production BALCONY 8 Dubai, UNITED ARAB EMIRATES

The Campaign

As women, we are juggling many roles and tasks throughout our day. Wife, Mother, Sister, Friend, Colleague, the list is endless and finding that balance between work and life is challenging. As a result, we often forget about ourselves, what our body needs and when to pay more attention. It is this daily situation that many women find themselves that influenced our key message, to springboard our platform and launch the campaign into the market. In all communications, we reminded women " DON’T FORGET YOURSELF"

Creative Execution

The platform would be launched in phases, online (being website, social media, YouTube channel) and offline (being PR launch event). The campaign platform launched officially 21 May 2017 after 4 months of a labour of love. Website. http://wellnessbybetadine.com/ Instagram: @wellnessbybetadine Facebook: https://www.facebook.com/wellnessbybetadine YouTube: Wellness by Betadine The campaign reached women solely, primarily women in the UAE and secondary, women in the Middle East.

Fans on Social Media - 18,044 Overall reach on Social Media - 3,034,692 Overall engagement on Social Media - 145,173 Views on YouTube - 160,911 Watch Time (minutes) - 38,202 Sales of BETADINE™ Intimate Cleansers has grown by 40% since the launch of the platform in May 2017 and successfully achieved business targets of #1 position in the OTC female care category with 20% market share.

The campaign message was seeded through both our online and offline communication, including the Women's Wellness by BETADINE™ website, campaign banner ads, Social Media, YouTube channel, PR, launch event. Website. http://wellnessbybetadine.com/ Instagram: @wellnessbybetadine Facebook: https://www.facebook.com/wellnessbybetadine YouTube: Wellness by Betadine

We created a unique positioning for the product in the market, by building an emotional connection between our target audience (women - all women) and BETADINE™ intimate products. Our solution was to create a first-of-its-kind open and well informed regional platform for women to talk about wellness issues that matter to them. The platform aimed to give women a comfortable, community space and access to articles by experts in different wellness fields, where women can educate and empower themselves to make informed wellness decisions. Eventually the platform would evolve into being a community for all things female oriented including physical, mental and social well-being. The platform would be launched in phases, online and offline and act as the perfect springboard to not only launch but also home all of BETADINE™'s women-related products.

Credits

Name Company Role
Emma Duzhnikova balcony8 Design Director
Ariel Lumban balcony8 Senior Art Director
Rajesh Kumar balcony8 Head of Content
Jessica Capewell balcony8 Senior Designer
Habib Gul balcony8 Digital Manager
Uma Bhattathiripad balcony8 Social Media Strategist
Sarah Bernolet balcony8 PR Manager
Karolina Arnodottir balcony8 Senior Account Executive
Lynn Blackley balcony8 Account Director
Ursula Winzel balcony8 CEO
Taimoor Khan balcony8 Digital Account Manager
Links
Website URL