Always - "What Girls Can Do"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Libanon

Awards

8471

Marke: Always
Länder: Libanon

Werbende: Procter & Gamble

Titel	What Girls Can Do
Agentur	H&C Leo Burnett Beirut
Kampagne	What Girls Can Do
Werbende	Procter & Gamble
Marke	Always
Datum der ersten Ausstrahlung/Veröffentlichung	2016
Geschäftsbereich	Damenhygiene
Philosophie	Creative ExecutionOur campaign lived online, mainly on Facebook & YouTube, but the discussion caught fire across all social platforms in the region (Twitter & Instagram). YouTube was leveraged as a push touch point through pre-rolls while Facebook hosted the bulk of the conversation (between fans). Instagram championed our organic views, and fan-created content. While Twitter held most of the debate and celebrity mentions, feeding to the overall conversation. Soon enough pro-women empowerment institutions carried the film and hashtag as their own, empowering their audiences under our campaign umbrella.• Total Views of 11.7 million • Exceeded industry standards of organic views by 480% • Positive sentiment of 96% despite controversy of the message and the brand in such a patriarchal society. • Social Impressions of 166,943,033-more than 100% of our target • Purchase intent: Increase by 6%Girls lose self-confidence at puberty, the day a girl gets her first period, things she could do the day before are no longer permitted. Without realizing it, puberty forces her out of childhood and into her new society-imposed role: future wife/mother. Consequently these limitations affect her life, goals and aspirations. As a brand that steps into our consumers lives at such a transformative stage, we have the obligation to empower both pre and post puberty girls. In this conservative market, Always has struggled to establish a connection with its consumers: Girls are ashamed to be associated to the ‘taboo’ brand; let alone interact with it online. The genuine content in our social experiment, allowed us to build a bond with consumers launching an empowerment discussion. However it was important to convey our message in an intimate setting. This was done by pushing content one-to-one on YouTube, Facebook and Instagram.
Medientyp	Case Study
Produktionsfirma	Independent Productions
Produktionsfirma	Hedgehog Production
Chief Creative Officer	Bechara Mouzannar
Regional Executive Creative Director	Malek Ghorayeb
Stellvertretender Creative Director	Rana Khoury
Creative Director	Caroline Farra
Art Director	Christina Salibi
Texter	Lama Bawadi
Planungsleiter	Zeina Joujou
Digital Planning Strategy	Jad Jureidini
PR Planner	Tala Arakji
Regional Communication Director	Fadi Bustros
Communication Supervisor	Raissai Batakji
Head of TV Production	Gabriel Abou Daher
Agency Producer	Marie Rose Osta
PR Director	Hala Samy
Senior Media Executive	Shifaa Barakat
Communication Manager	Robyn Aris
Community Manager	Saria Francis
Strategic Media Planner	Mahmoud Shammout
Communication Manager	Nader Naamani
Community Manager	Camille Medawar