2020/2021 Winners & Shortlists

Why is this work relevant for Media?

The Oscars, Golden Globes, BAFTAS are all very high profile events made even more glamours and desirable by media. In Egypt Gouna Film Festival "GFF" has quickly become the most high profile talked about event of the year. A star studded festival joined by local & international actors, GFF has become one of the most highly anticipated events. This makes it a golden opportunity for brands like TRESemme take part in the fashionable high profile event in a unique and creative way since it is a fashion forward brand that encourages girls to pamper themselves and experiment with fashion.

Background

knowing that fashion becomes the biggest and most talked about topic during the GFF we decided it was the perfect opportunity for TRESemme capture this moment. GFF challenges young designers to showcase their extraordinary looks on A list celebrities. 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 by linking the brand the biggest star studded event of the year with the challenge of budget constraints.

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

So instead of going all out with super high production copy like every other brand we decided to make a bang & take an unconventional rout. With the brand purpose as the main essence of the campaign we wanted to grant our destiny shapers the chance to steal the lights of GFF. We wanted to give them a true brand experience while expressing presence. We challenged them to put their best & most authentic self forward showcasing their passion for fashion to steal the lights & be the talk of town. We called for all fashion enthusiast to send their designs for a chance to have them produced by one of Egypt’s prominent fashion designers Noureen Farah. Not only that but also display them at the Fashion Avenue for all the stars to view and have our destiny shapers be the trend setters.

Describe the strategy (20% of vote)

Since our destiny shapers have a go getter attitude, we wanted to empower this by allowing them the chance to flaunt their passion for fashion through our steal the lights competition. For the larger audience we fed their sense of pride of being a source of knowledge and experience to others by bringing the festival behind the scenes first to them. Keeping them up to speed with the GFF activities and give them an all-inclusive festival experience. Watching the hair dos of the stars before they hit the red carpet. We created content that was thumb stopper and opted to mobile first. Flaunting our onground activities on social media; the “Stars Salon” experience with El Sagheer, or our blow dry bar welcoming walk-ins. In addition to having first hand brand experience through our makeup filter that brought the glam of the festival to the comfort of their homes.

Describe the execution (20% of vote)

While fledgling our campaign we had couple of building blocks in mind; mobile first approach, UGC and serving the purpose of the brand all in 1 month. Our campaign was fledged on Facebook, Instagram and Twitter. We utilized twitter take part of the live conversation. Apart from showcasing our onground activities on all fronts & utilizing YT masthead to cultivate awareness. To add another layer of digital engagement we executed Facebook VR filter so that users can pick their glam look for the GFF. Our technique was; (1) Invitation; to participate in the competition, (2) Materialization; picking the sketches by Jamila Awad and turning them into dresses by Noureen Farah (3) Celebration; displaying the dresses on fashion avenue and (4) Amplification; through cairo gossip, Vogue Magazine and lastly having Hala Shiha pick one of those dresses for the closing ceremony.

List the results (30% of vote)

Overall the campaign has achieved over 132M IMPs. The Trending Hashtag alone achieved over 3.5M IMPs with an engagement rate of 3% and 50.9% VTR on twitter promoted video. The Facebook AR Filter reached over 8M users and had an engagement rate of 13% which is 86% higher than the Benchmark not to mention the AR filter was captured over 2.3K times. For your YouTube we had a Masthead that achieved over 75M IMPs accounting for over 3.5M views. TRESemme's work in GFF was covered by various online Magazines like Scoop Empire who covered the event on Insta Stories and even wrote and article about the initiative. The cherry on top was the fact that Vogue Arabia dedicated an editorial spread titled "Dream Made True" covering the competition and winning designs. After this campaign TRESemme grew by 207% and witness and increase in shares by +60 Bps