Always: Saudi Womens Online March [image]

Credits & Description:

Company Entering: Leo Burnett Beirut, Beirut
Entry Title: Saudi Womens Online March
Brand: Always
Advertiser: Procter & Gamble
Agency: Leo Burnett Beirut, Beirut
Chief Creative Officer: Bechara Mouzannar
Executive Creative Director: Malek Ghorayeb
Creative Director: Yasmina Baz/Ralph Arida
Copywriter: Lama Bawadi
Art Director: Karen Feghali
Account Director: Fadi Bustros
Account Executive: Tala Arakji
Strategic Planning Director: Zeina Joujou
Strategic Planning Manager: Jad Jureidini
Community Manager: Saria Francis
Pr Manager: Robyn Aris/Nader Naamani
The Brief: Women All Over The World Are Unstoppable By Nature. Unfortunately In Saudi Arabia, Due To Many Societal Factors, People Forget How Unstoppable Women Are. Even Women Get To A Point Where They Forget How Unstoppable They Are. They Forget That They Have Goals To Achieve. They Forget That They Can Have A Voice To Their Thoughts. We Want Always To Give Women The Confidence They Need To Feel Unstoppable.
The Strategy: Although In Saudi Arabia Women Are Not Permitted To Have A Voice And Are Discouraged To Show Their Face Online, We Had To Remind Them Of Their Unstoppability. We Reminded Them That They Have Goals. Reminded Them That They Have A Voice. And Reminded Them That They Can Move Forward Towards These Goals. In This Country Where Women Cannot Show Their Face Online, Let Alone Demonstrate Against Anything, We Created An Online March. A March For Women To Move Forward Towards A Better Tomorrow. With Each March Uploaded, Women Had To State The Goal They Are Marching For.
The Execution: Move Forward Asked Fans To Share Stories About Their Hopes And Dreams Through Filming Or Taking A Picture Of Themselves Walking. • 3 Main Influencer Videos Were Posted On Facebook, Youtube And Instagram Sharing Their Stories And Encouraging Girls To Participate. • An Instameet Was Organized Where Girls Contributed To An Instameet Video. • The Brand Posted Content On Facebook And Instagram, And Continuously Engaged With Its Community. • This Campaign Aimed To Give Girls In The Region The Means To Achieve Their Dreams. • The Campaign Received Over 3,000 User Entries On Instagram And Facebook. • The Brand Chose Three Women To Support Their Dream.
The Result: Saudi Arabia Is A Country Where Interaction Online Is Quite Limited. Even More So For A Taboo Brand Like Always… People Dont Want To Be Associated With It, Be Seen Purchasing It And Let Alone Interacting With It Online. Despite This, Weve Managed To Acquire A High Number Of New Fans (12.51% Growth Or 10,000+), Weve Gotten 4.6 Million Social Media Impressions And 5,500 New Instagram Followers… (Starting From Zero!). Most Importantly, The Subtlety Of The Idea Got Us Over 3,000 Submissions! So 3,000 Women Opted To Let Their Voice Be Heard, Their Feet Be Seen And The March Be Felt Despite The Taboo That Online Uploads Has In Saudi Arabia. Facebook Fans Increased By 12.51% 4.6 Million Social Media Impressions 3,000+ Video Submissions On Instagram 5,500 New Instagram Followers