Bechara Mouzannar
Former CCO Publicis Communications MEA/Leo Burnett MEA. at Unbranded
Beirut, 黎巴嫩
标题What Girls Can Do
广告公司
广告战役 What Girls Can Do
广告主 Procter & Gamble
品牌 Always
首次发布日期 2016
行业领域 妇女保健
哲学 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. 
媒体类别 案例研究
制作公司
制作公司
首席创意官
Regional Executive Creative Director
联合创意总监
创意总监
美术指导
文案
Head Of Planning
Digital Planning Strategy
PR Planner
Regional Communication Director
Communication Supervisor
Head of TV Production
广告公司制片
PR Director
Senior Media Executive
Communication Manager
Community Manager
Strategic Media Planner
Communication Manager
Community Manager

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