2020/2021 Winners & Shortlists

Summary

IDEA AND EXECUTION Since looks and image are everything in the Arab world and nobody talks about dandruff, we made everyone laugh at it with our original dandruff jokes. We hosted an unbranded live comedy show titled FUNNY THINGS OFF THE TOP OF MY HEAD starring five Middle East’s biggest stand-up comedians: Ali Al Sayed (UAE), Nemr Abou Nassar (Lebanon), Bader Saleh (KSA), Ahmad Al Shammari (Kuwait) and Khalid Mansour (Egypt). All of whom have millions of fans around the region and have been featured in Comedy Central Arabia, Showtime, Esquire and Rolling Stone Middle East. It was a full-house event with over 2,000 unsuspecting comedy fans. We then went to Jeddah, Saudi Arabia to spread more laughter. The shows were followed by 14 unbranded webisodes across YouTube, Facebook, Twitter and Instagram — and via the comedians’ social channels. Once it gained momentum, the branded webisodes were promoted further across social media as well as through the comedians’ channels. Along with the ‘Dandruff Face’ Insta-stories, a series of spontaneous, humorous reactions when seeing dandruff on someone’s head and shoulders. __________________________________________________________________________ CAMPAIGN RESULTS Perhaps a regional-first, Head and Shoulders succeeding in starting a positive conversation about dandruff — with the brand at the heart of it all. The social conversation around the campaign generated: • Free media and PR coverage worth USD837,000+. • Head & Shoulders became the second most talked-about shampoo brand during the campaign. • The live comedy show played to a full house. • The conversation was 94% positive/neutral throughout the duration of the campaign. • Leading SOV >3X engagement peak during the unbranded content posting. • Leading social conversations during the branded content push. Video performance exceeded P&G benchmarks in terms of VTR and engagement, both on Facebook and YouTube. • Online videos gained 19.4+ million views • Shared more than 4.18 million times Increased top-of-mind awareness of dandruff and Head & Shoulders: • Brand recall increased by 36%. • Top-of-mind awareness increased by 4 points to 23%. • For the first time in 3 Fiscal Years, the brand managed to increase Aided Brand Awareness for both males and females. SOURCES: Nielsen Brand Tracker 2019, P&G Global Benchmarks, YouTube Advertising Action Benchmarks 2019 __________________________________________________________________________ BUSINESS RESULTS GOAL To stop the decrease in sales and market share. RESULTS • In winter, shampoo consumption decreases. Thus, during the campaign period, the value of the category shrank by 5,6%. Head & Shoulders turned around the decreasing sales trend and increased it by 1.7% in this shrinking category. • 1.2% value market share growth. • 3% volume market share growth. SOURCE: P&G Sales Growth Tracker