The one place where our audience felt unrestrained was online – so we reached them digitally. Despite being conservative, local women love showcasing their eyes. So we created an online beauty pageant, just for them. A pageant just for the beauty of the eyes. To participate as contestants, all they had to do was upload a picture of their eyes or be a judge and vote for the most beautiful pair of eyes in Arabia. The winner won a trip to London for a facial treatment with Anastasia Achilleos, celebrity facialist, and a professional portfolio from award-winning photographer, Charney Magri.In keeping with the region’s conservative culture, the campaign gave women the freedom to enter a beauty pageant online. The competition was promoted via female-focused websites, bloggers via blogs and Facebook groups and magazine Facebook groups.

With 991 visits a day, we had a page viewership of 82,155 in all. The Olay Arabia website got 806.12% more visits than the previous month. Advertised mainly through web banners and supported by a strong PR plan, the campaign spread through blogs, Facebook and mobiles. At the end, Olay had found the most beautiful eyes in Arabia with the help of local women.