Empowering Local Women To See What’s Possible

Challenge

In 2016 Neutrogena launched its first global brand campaign See What’s Possible, an expression of women empowerment. We were tasked with the launch of the See What’s Possible campaign in the region, finding a way to make the campaign relevant and engaging to the women of the Middle East.

Strategy & Implementation

Although the See What’s Possible campaign was a global initiative, we knew that localising the campaign was essential to reach and engage with women across the GCC. We decided to reach out to ‘women of substance’ from the local community, who embodied the ‘See What’s Possible’ message in their professional and personal lives, and invited them to join the campaign, share their stories and be part of a very special launch event.

To launch the #SeeWhatsPossible campaign, we persuaded some of the most successful and inspiring women from across the region to join our campaign (without any appearance fees), and be part of a panel discussion to make the campaign relevant to local women and help them see what is possible in their lives. Each participant had a compelling personal story, with plenty of lessons, anecdotes and advice to share that had the audience captive for the entire time – creating a very positive and stimulating energy in the room that was almost palpable.

Key Results

Within the first 24 hours we delivered:

  • The first 24 hours resulted in 103 social posts
  • The campaign generated a high level of coverage across all media
  • Our efforts to localize the #SeeWhatsPossible campaign, with the participation of Emirati women resonated with media, helped create visibility for the brand and led to substantial, quality features and interviews
  • Coverage included double page features and six Q&A interviews in leading titles
  • We were personally thanked by the global Johnson&Johnson marketing team for creating a ‘best in class’ event and shared with the global communications team.