| Cristal Festival, 2015 | ||
|---|---|---|
| Corporate & PR | Best use of social media | Emerald (Bronze) |
| Dubai Lynx, 2016 | ||
| Branded Content & Entertainment | USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA | BRONZE |
| Branded Content & Entertainment | USE OR INTEGRATION OF USER-GENERATED CONTENT | SILVER |
| Interactive | INTERACTIVE: SOCIAL: USE OF SOCIAL OR COMMUNITY (INCLUDING EMERGING PLATFORMS FOR BRANDS) | BRONZE |
| Media | USE OF MEDIA: USE OF SOCIAL MEDIA | BRONZE |
| Asia Pacific Advertising Festival (AdFest) 2016 | ||
| BRANDED CONTENT & ENTERTAINMENT LOTUS | BEST USE OF INTERACTIVE & SOCIAL MEDIA | Branded Content |
| Media Lotus | Best Use Of Social Media & Earned Media | Silver |
| One Show, 2016 | ||
| Print & Outdoor | Consumer - Brands, Products & Services / Community Building | Merit |
| ADC Annual Awards 2016 | ||
| DIGITAL | Social Content: Social Network Platform | Bronze |
| Facebook Awards 2016 | ||
| Global Winners | Best Use of Facebook Platforms | Bronze Award |
| EMEA Regional Winners | Best Use of Facebook Platforms | Bronze Award |
CLIENT PROCTER & GAMBLE
PRODUCT ALWAYS
ENTRANT LEO BURNETT BEIRUT, LEBANON
TYPE OF ENTRY BRANDED CONTENT & ENTERTAINMENT
CATEGORY USE OR INTEGRATION OF USER-GENERATED CONTENT
TITLE SAUDI WOMEN’S ONLINE MARCH
PRODUCT/SERVICE ALWAYS
ENTRANT COMPANY LEO BURNETT BEIRUT, LEBANON
CONTRIBUTING COMPANY LEO BURNETT BEIRUT, LEBANON
MEDIA AGENCY STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
CCO: Bechara Mouzannar, Leo Burnett Beirut
Regional Executive Creative Director: Malek Ghorayeb, Leo Burnett Beirut
Regional Operations Director: Youssef Naaman, Leo Burnett Beirut
Regional Communication Director: Fadi Bustros, Leo Burnett Beirut
Head of Planning: Zeina Joujou, Leo Burnett Beirut
PR Planner: Tala Arakji, Leo Burnett Beirut
Digital Planning and Strategy: Jad Jureidini, Leo Burnett Beirut
Creative Director: Yasmina Baz, Leo Burnett Beirut
Digital Senior Art Director: Karen Feghali, Leo Burnett Beirut
Copywriter: Lama Bawadi, Leo Burnett Beirut
Communication Supervisor: Cecilia Accad, Leo Burnett Beirut
Associate Creative Director: Ralph Arida, Leo Burnett Beirut
Communication Manager: Nader Naamani, Leo Burnett Beirut
Community Manager: Saria Francis, Leo Burnett Beirut
Features: Boosted Posts, Desktop News Feed, Mobile News Feed, Audience Network, Custom Audiences, Video Ads
Language: English (US)
Objectives: Awareness, Preference, Online Traffic, Direct Response
Tags: Consumer Packaged Goods (CPG), Europe, Middle East & Africa, English (US), Boosted Posts, Desktop News Feed, Mobile News Feed, Audience Network, custom audiences, Video Ads, Awareness, Preference, Online Traffic, Direct Response, Online
The Campaign
While women all over the world are sharing their lives online, this is not the case in conservative Saudi Arabia, where a woman is not socially permitted to show a picture of herself online. It is even less accepted for a woman to seem like she is protesting for a cause. And with regards to Feminine Care products, women do not like to associate themselves with menstrual pad brands online, given the embarrassment factor. Always, the market leader in menstrual pads, saw an opportunity to connect with Saudi women online to overcome these limitations and challenges. The movement launched on Facebook, YouTube and Instagram with three influencer videos sharing their personal success stories and encouraging girls to participate in the movement. Also, an instameet was organized where women contributed in making a video explaining how others could participate; people pushed this on Instagram, while Always shared it across its platforms. Women shared their stories across platforms, while Always was curated the submissions and created its own, all around the purpose of women empowerment. The movement received over 5,000 user-generated entries on Instagram and Facebook, and Always chose three women to support their dream.
The Online March exceeded our targets for user-generated content and community growth: - It generated more than 45 million impressions on Facebook and Instagram, and 4.6 million print impressions. - The participation mechanism allowed over 5,000 women to express themselves with content they submitted. There were +1 million interactions around that content and +2.6 million organic views on the videos. - Brand affinity has also improved as a result: the Facebook brand page got a +12.51% fan growth (+10,000 new fans in two months), while the Instagram page received +5,500 new Instagram followers (starting from zero).
BECHARA MOUZANNAR LEO BURNETT BEIRUT CHIEF CREATIVE OFFICER
MALEK GHORAYEB LEO BURNETT BEIRUT REGIONAL EXECUTIVE CREATIVE DIRECTOR
YOUSSEF NAAMAN LEO BURNETT BEIRUT REGIONAL OPERATIONS DIRECTOR
YASMINA BAZ LEO BURNETT BEIRUT CREATIVE DIRECTOR
RALPH ARIDA LEO BURNETT BEIRUT ASSOCIATE CREATIVE DIRECTOR
KAREN FEGHALI LEO BURNETT BEIRUT ART DIRECTOR
LAMA BAWADI LEO BURNETT BEIRUT COPYWRITER
ZEINA JOUJOU LEO BURNETT BEIRUT HEAD OF PLANNING
JAD JUREIDINI LEO BURNETT BEIRUT DIGITAL PLANNING AND STRATEGY
TALA ARAKJI LEO BURNETT BEIRUT PR PLANNER
CECILIA ACCAD LEO BURNETT BEIRUT COMMUNICATIONS DIRECTOR
FADI BUSTROS LEO BURNETT BEIRUT REGIONAL COMMUNICATION DIRECTOR
NADER NAAMANI LEO COMM JEDDAH COMMUNICATION MANAGER
SARIA FRANCIS LEO COMM DUBAI COMMUNITY MANAGER
ROBYN ARIS LEO COMM DUBAI COMMUNICATION MANAGER
Links
Additional URL: https://www.facebook.com/Being...