2020/2021 Winners & Shortlists

Background

Gouna Film Festival has become the biggest event in Egypt described as the Oscars of the middle east. For years now the fashion forward brand Tresemme has been associated with the high profile event. The real challenge was how can Tresemme out do itself this year and push things to the next level.In October, we highjacked “El Gouna Film Festival” (GFF) where all the starts flaunt their fashion trends and hairdo’s. Our campaign “Steal the lights” gave the chance to our target audience (destiny shapers) to make their presence truly count. We picked 5 of them to feature their passion for fashion at GFF and produced their sketch dresses by one of the leading local fashion designers in Egypt. Displaying them at the heart of GFF in fashion avenue. Empowering them to experience the essence of the brands purpose; making their presence count at GFF.

Describe the strategy

With women being bombarded with tons of empowerment messages, how can TRESemme’s brand purpose stand out from all the clutter? We wanted to not just preach our purpose but also practice it. Taking the philosophy of the brand a step further than its functionality, enabling it to act as a facilitator to allow the destiny shapers to make their presence count, bringing them firsthand brand experience. While utilizing our global heritage of being involved with New York Fashion week. Understanding the massive interest and conversation around fashion during the GFF we wanted to make sure we become part of this conversation and not just another brand jumping on the GFF trend. By creating a FB competition for young designers to show case their talents in the years biggest event we created a connection that is far deeper and more purposeful. Highlighting all our activity on social media including YouTube &Twitter

Describe the execution

We started out with a simple FB post with a fashion aesthetic that called out for all aspiring designers to submit their sketches for a chance to have them produced by prominent fashion designer Noreen Farah & be showcased in the star studded event. We built awareness by a series of follow up FB posts & a YT masthead. To ride on the live conversation around the event we had a Twitter hashtag linked with live GFF content to capture every moment of engagement. To give user a stronger feel of the glamorous event we created our first event Facebook AR filter with various glam looks for users to try & engage with. Our technique was Invitation to participate in the competition. Materialization picking the sketches by Jamila Awad & turning them into dresses by Noureen Farah. Displaying the dresses on fashion avenue & (4) Amplification fashion online magazines.

List the results

Our competition was live for 1 week with 1 asset promoting it, yet we were able to receive over 300 dresses. The campaign also generated quite the buzz with Scope Empire & Vogue Magazine writing about our campaign. The highlight was Egyptian actress Hala Shiha who noticed the displayed dresses and chose one to wear for the finale. Driving awareness to our displayed dresses & to the aspiring designers. The campaign achieved over 132M IMPs. The Trending Hashtag achieved over 3.5M IMPs with an engagement rate 3% & 50.9% VTR on twitter promoted video. Facebook AR Filter reached over 8M users & had an engagement rate of 13% which is 86% higher than the BM not to mention the AR filter was captured over 2.3K times. YT masthead achieved over 75M IMPs accounting for over 3.5M views. Overall, TRESemme grew by 207% and witness & share increase by +60BPs