2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Since Egyptians love for football is close to be a national duty and CR is proven to be of their top influential idols, Clear introduces Clear Legend CR7, a new shampoo variant that is co-created with CR. Clear launched a holistic 360° campaign on digital & TV. On digital, it was a full-funnel campaign with the objective of creating awareness about the new variant and driving brand trial by engaging users; we utilized precision & performance marketing to create awareness, engage users and collect first party data through targeting relevant users & creating fun creative executions and offering appealing incentives.

Background

Clear has always been a sport driven brand with Cristiano Ronaldo as the brand ambassador. For the first time, Clear launched a new shampoo variant, Clear Legend CR7, that is co-created with Cristiano Ronaldo. We wanted to create awareness about the new variant & use Cristiano to engage with the audience to collect first party data by creating engaging executions & appealing, relevant incentives.

Describe the creative idea / insights (30% of vote)

With football being the most popular sport in Egypt & Cristiano Ronaldo, the face of Clear, being of the top followed & loved players, Clear decided to up its game and test how far the CR’s audience are willing to go to be like him. Therefore, Clear went beyond just using CR to communicate the functional benefits and collaborated with him to co-create the new variant (CLEAR LEGEND CR7) by allowing CR to choose the scent, design of the bottle etc.… To further incentive our audience to engage with the campaign, we launched a fully-fledged competition that announced the new co-created variant and urged users to sign up to Clear’s competition for a chance to win one of 4 gold plated shampoo trophies signed by CR (Note that there was only be 200 pieces of the gold shampoo available around the world & each one is numbered on the

Describe the strategy (20% of vote)

Using the analyzed historical data captured from 1st & 2nd party data, we identified the relevant affinities & segments for Clear CR7. Our cohorts Males 20+, Football Lovers, Tech Junkies and Gamers where each served a different message that is relevant to their interests baring in mind that each segment’s overlap is less than 25%. We kicked off the full-funnel campaign with generic targeting & generic copies to create awareness and buzz around the new variant & the upcoming competition. We used 6’’ in-stream & newsfeed video ads on FB and TrueView & 6’’ bumper ads on YouTube. Then, in the consideration phase, we retargeted the engaged users from the awareness, look-a-like DMP audience and segments with relevant copies. We used segmented 6’’ video copies on FB, lead ads to gather first-party data & bumpers on YT. Finally, we retargeted the engaged users with conversion assets leading to e-commerce purchase.

Describe the execution (20% of vote)

Clear CR7 was a full-funnel campaign that was fledged using Facebook, Instagram, YouTube, Gamers Lounge and influencers. The awareness phase launched for 3 weeks across FB, IG & YT. Then, the consideration phase launched for a month across FB & YT. Also, we collaborated with Gamers Lounge, the first official esports organization in Egypt where all gamers come together to compete, to sponsor their Annual E-Sports Summit. Adding another layer of digital engagement, we created an Instagram VR filter with trivia questions about CR to test the users’ knowledge for a chance to win a gold Clear shampoo trophy signed by CR. We further amplified the filter by promoting it on FB & IG and by collaborating with relevant influencers to use the filter. Finally, we used positive re-targeting and look-a-like audiences for the conversion phase landing on e-commerce website for almost a month utilizing programmatic display.

List the results (30% of vote)

The Engagement rate achieved by segmented audience was 116% higher than generic target The VTR achieved by segmented audience was 140% higher than generic target The CPV dropped by 40% lift of 8.3% in ad recall lift of 2.1% in consideration Leads collected: 24,620 CPL achieved: $0.18 The engagement rate on the IG filter was unprecedented: On IG it was 500% higher than the BM On FB it was 233% higher than the BM The IG filter was used 5,596% more than the BM and was shared 5,946% more than the BM In the Annual E-Sports Summit, we reached more than 44.5M gamer across Egypt over 160M IMPs, 40M video views & 12M Engagements across all assets Business Results: Highest ever sales on CLEAR during launch month Sales uplift of 30% post launch Market share gain of +80BPs Number1 shampoo brand in Egypt in 2020 in terms of value share