2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Historically, media has power over public opinion. Edward Bernays's 1929 “Torches of Freedom” March has long been considered a textbook example of the effectiveness of a pseudo-event and media manipulation to advance a cause. Since marketing is the art of selling and media is the best window for shaping people's opinions and ideas Dove used this platform to start a new movement to empower young Egyptian women to follow their ambitions and challenge the status quo. Dove is not simply nurturing your hair but also nurturing your growth and is inspiring you to become your truest self.

Background

Dove has always been a brand the prides itself in empowering women from all walks of life. This time Dove collaborated with Tayarah to empower the young and ambitious Egyptian woman. The idea was to focus on women's goals and dreams and challenge the stereotypes that they face every day in our society. The message was simple and clear "your hair your choice" to give the power back to women to follow their dreams while staying true to themselves. The objective is to increase our market share from true believers and truly empowered women that are not only purchasing the shampoo bottle but also buying into the idea and cause.

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

In our Egyptian society women are often judged by how they look not by their contribution to their community. There is a misconception that each profession has a certain exterior attached to it. Dove decided to come in and break these stereotypes and prove that a woman with unruly curly hair can be a serious neurologist. To translate this into media language we captured First Party data using historical YT data 2nd Party data was captured through Google top Affinities & in-market for the category. Captured data was analyzed & used to execute relevant creative cuts addressing each segment Based on affinities & in-market interests. Each identified segment was served a specific communication. We ended up with 3 cohorts Foodies, Beauty&Fashion, Sports&Fitness and each copy featured an inspiring true story.

Describe the strategy (20% of vote)

We created a full funnel data driven campaign targeting 3 different segments across each step of the funnel. To make sure that we are efficient we ensured that the overlap between each segment is less than 25%. We then targeted each of the segments broadly in the awareness phase with a generic copy and in the consideration phase we communicated the relevant copy to each segment we then re targeted believers (users) with the conversion assets leading to e commerce purchase. Each copy was tailored to its platform. For Facebook we used 6" copies for better performance while for YouTube we utilized slightly longer formats (30"/10").

Describe the execution (20% of vote)

The campaign duration was 2 months. Starting with the Awareness phase utilizing generic video copies and targeting for 1 months on Facebook and YouTube. We then moved on to the consideration phase were we targeted our cohorts to the relevant audience to ensure relevancy and efficiency with video assets across FB & YT. Finally we used positive re-targeting and look alike audiences for the conversion phase landing on-commerce website for 1 month utilizing programmatic display & Facebook.

List the results (30% of vote)

By utilizing relevant segmentation for efficiency we were able to drop the CPM by 47% and the CPV by 60% compared to generic targeting. Accordingly the campaign showed impressive improvements across each of the following: - Improvement in by VTR 26% - Improvement in Completion rate by 27% - 30.1% Lift in Ad Recall -Engagement rates were 51% higher than the benchmark -2.0Pts lift in favor-ability Overall we were able achieve over 100M IMPs, over 12M video views & over 7M Engagements across all our assets. This all reflected on the business results as Dove had an uplift in sales of 35% recording the highest ever sales for the brand. In Additional there was an uplift in Dove distribution by 4%