2018 Winners & Shortlists

The Campaign

TRESemme’s new product 7 Day Keratin Smooth provides the solution for women’s nemesis that drives them crazy; frizzy hair. We tapped into this insight to develop our idea. A country like Egypt where most women have frizzy hair, proved to be an excellent environment to promote a product like 7 Day Keratin Smooth. We released an online video copy using a young Egyptian star, that showcased the extreme measures that girls go through to cope with their hair. This struggle was displayed through a series of quirky situations, which are also highly relatable to our target audience. The campaign had the perfect weight between Digital content and Digital Media; where digital content served in creating the hype on the brand and product with content and a collaboration with a relatable brand ambassador. While digital media pushed on sales through creative executions for media.

Creative Execution

Throughout the timeframe of two months, our strategy was multi-phased, designed to serve the concept through: - Online video: The showcase of struggle through a series of quirky situations, that really hit home and relates to the extreme measures that girls go through to cope with their hair. - Online Activation: Playing on the product’s benefit in a clever way, using our ambassador to launch a series of still images - Social Media Content: Our content was very diverse in terms of delivery, ranging from themes that showcases the usage of the product and the results it delivers to content that further hammers on our insight and video. - Solidarity Movement - PR campaign - Display Ad Campaigns The above dynamics further enhanced the campaign performance as the combination of social content that drives brand awareness and display ads with creative designs led to increasing the brand’s exposure.

The campaign achieved a huge top of mind awareness success and created the relevance needed with Egyptian women on both the emotional and business levels. On Facebook, we achieved an average engagement rate of 3% and reach of 13.2 million throughout the duration of the two months. On YouTube, the full 36 second copy achieved a total of 4.5 million views. On Instagram, the competition received around 300+ submissions from fans. The campaign was rolled out onto TV off the back of it's success on all digital platforms. Our copy achieved reach 76.5% of our audience through TV. TRESemme’s value share out of the hair care market also increased by 60 bps in May 2017 reading vs May 2016 reading. TRESemme had a 36% increase in sales of total brand products.

Our target audience are Egyptian females; ages ranging from 25 to 35 (27-29 is the bull’s eye target). Based on research and after a lot of trial and error with the brand communication, we concluded that our target is difficult and hard to reach. They barely interact with any messages shared from a brand. We had to think of a smart maneuver to grab their attention towards our product and brand. We had to ensure that our communication flowed through the correct channels. Accordingly, we divided our communication to the following platforms: - YouTube; for wide exposure for our copy to different audiences. - Instagram; was the main platform for reaching the audience we sought since they are mostly on there. - Facebook; was acting as a supporting arm for the main communication on the launch of innovation to drive awareness that leads to trial and sales.