2018 Winners & Shortlists

The Campaign

In order to humanise our platform, we approached Kat Lebrasse a local working mother and influencer in Dubai to be the face and brand ambassador of the Women´s Wellness by BETADINE™ platform, to further strengthen BETADINE™´s position as a thought-leader in the market. Launch Campaign via Influencer videos: Having created the Women’s Wellness platform we suggested creating some engaging video content, to launch the campaign into the market and to support our social media platform. We selected approachable female influencers who were experts in their own fields, including fitness, motherhood, business and lifestyle, to be a part of the #dontforgetyourself campaign and speak candidly about their own experiences with wellness. We have since reached out to 'real women' in the region, asking them what wellness means to them, with our #WellnessToMe campaign.

Creative Execution

The platform 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. A three months partnership was agreed with Kat Lebrasse which included a set number of deliverables including: • Event Posts x 2 • Campaign Posts x 3 • Blog Posts x 2 • BETADINE™ Website posts x 2 • YouTube videos x 4 • Event host & live social media for the launch event

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.

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.