2019 Winners & Shortlists

Why is this work relevant for Entertainment?

YouTube is a video platform with entertainment at the core. In here, the boring aren't tolerated. Now since we were primarily using YouTube for the reach it gave us, our ad asset had to fit the bill: be entertaining or die. To make sure we're fail-proof, we collaborated with a master-entertainer: a super-quirky blogger, Sara Grey. We co-created two pieces of content with her for the awarness-to-trial campaign of Pantene 3-Minute Miracle. "Entertainment" was the holy grail that could not be compromised, because not only was Sara Grey intrinsically entertaining, but so was the medium we had chosen: YouTube.

Background.

Situation: Pantene 3-Minute Miracle was a relatively new product in the world of hair care, with very low product awareness. It was up against a noisy and crowded hair care category where new products get launched on a monthly basis... and every one of them claiming different benefits. Brief: Use the reach of YouTube to connect with our target audience in an unconventional and memorable way whilst driving a single-minded message: Pantene 3-Minute Miracle is a conditioner with the power of mask that repairs three months of damage in 3 minutes. Objective: Shout over the noise to drive awareness and trigger trial on Pantene 3-Minute Miracle in one go.

Describe the creative idea.

Pantene 3MM is so effective, it repairs 3 months of hair damage in 3 minutes. It really is a 3-minute miracle. We pegged our creative around that differentiator, that USP, and we pulled off a 3-minute miracle of our own: a 3-minute "ad" that entertained our audience with the promise that that's just how quickly your hair can be repaired.

Describe the strategy

Our objective was to communicate a super functional benefit. Entertainment was our strategy. We had to put the "fun" in functional if we needed to stop the thumb on YouTube.

Describe the execution

Implementation: We collaborated with Sara Grey, AKA BloggerWannaBe, in co-creating two pieces of entertaining content that ran for a whole 3 minutes each. We used Sara's signature style to put the FUN in a FUNCTIONAL YouTube-first video campaign. Timeline: The campaign aired from mid-January 2019 to mid-February 2019. Placement: YouTube Scale: Targeting KSA and UAE markets specifically.

Describe the outcome

Organic views went through the roof: 23% versus the 1% industry benchmark. Average drop-off after 5 seconds: a measly 8.5% versus the 20% industry average. Awareness was bumped up to over 13%. 2000 promo samples were redeemed within 48 hours of going live – despite tucking the online promo at the very of the video content.