2020/2021 Winners & Shortlists

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 where he chose the scent, color, designs of the shampoo. We wanted to create awareness about the new variant & use Cristiano Ronaldo to engage with the audience to collect first party data. 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 back of the trophy).

Describe the creative idea

With football being the most popular sport in Egypt & Cristiano Ronaldo, the face of Clear, being one of the top followed & loved players, Clear decided to give its audience a new creative, fun and engaging competition with a very tempting incentive (gold plated Clear Shampoo trophies signed by CR) that will drive our audience to take part of the campaign. Wanting to create buzz and engagement about the new co-created variant, we worked on an engaging AR IG filter that featured trivia questions about CR where after each question you answer you get a playful/fun message that shows if your answer was correct or not. Then, at the end the user will get a percentage score of how much they know CR and an image of themselves holding the gold shampoo trophy. We also collaborated with the top sports & football influencers to use the filter and announce

Describe the strategy

Clear, being a football driven brand, combined CR’s iconic popularity in Egypt and the audience’s sense of competitiveness to drive high engagement by creating a fun, challenging AR filter on Instagram that had trivia questions about CR to test who knows him better. The execution is a fun, entertaining one that fits IG’s lighthearted essence & our target audience who are Males 20+ who are Football Lovers, Tech Junkies and Gamers. To take it up a notch & to ensure effectiveness of the competition, Clear offered their target audience a chance to win a gold-plated Clear Shampoo trophy signed by CR. To further amplify the buzz, we chose top sports & football influencers on Instagram & YouTube who had fun, dynamic, active, witty personalities to use the IG AR filter & encourage their followers to do the same and to fill in the lead forms

Describe the execution

Clear CR7 launched the creative AR filter to stay indefinitely on Instagram for the users to access. The filter featured trivia questions about CR to quiz the users’ knowledge on how much they know CR. We promoted the filter for a month on FB & IG to maximize reach & engagement. We amplified the AR filter and the competition even further by collaborating with 6 of top relevant influencers to use the filter and push their followers to do the same. Each influencer posted stories & posts on IG communicating the Clear CR7 new variant and directing their followers to sign up for the competition and use the filter for a chance to win 1 of 4 gold plated trophies signed by CR out of 200 around the world. Some of the influencers created YouTube content on their channels & Twitter to scale the campaign more.

List the results

Reached more than 50% of Clear’s target. Total leads collected is 24,620 with an average CPL of $0.18 the lowest every for UL. The AR Instagram filter Results: The engagement rate on the IG filter was 500% higher than the BM and 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 The cost per click was dropped by 99% compared to the BM The CTR was exceptional, where on IG it was 148% higher than BM and on Fb it was 315% higher than the BM The Influencers achieved the below: Achieved avg 430K impressions on Instagram 1.3M people reached on Facebook YouTube Video views: 773K Business Results: Highest ever sales on CLEAR during launch month Sales uplift of 30% post launch Market share gain of +80BPs Number1 shampoo brand