Cannes Lions

Persil Abaya Shampoo- National Resonance

OMD, Dubai / HENKEL / 2016

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Persil Black has forged a strong bond with women in the UAE. Not only had it carefully washed their Abayas for 7 years, it has also championed an inspiring Abaya fashion movement that has propelled the ambitions of many young and aspiring Abaya designers. However, other similar black fabric brands with stronger equity and deeper heritage in the region, constantly wanted to steal women’s hearts away from a brand that was somehow still perceived as a foreigner. The brand needed to do more to ingrain itself in the GCC culture and further grow its affinity with Arab women.


To amplify the message to Emirati women, we used an approach that combined scale to ensure reach with a highly targeted & contextual approach to ensure relevancy & traction. Content was seeded on YouTube,TV stations MBC 1, Al Aan during programs with National Day coverage. We pushed content on mobile on National Day using geo-fencing technology around high traffic local areas which UAE nationals frequent. Natively placed video on top women’s site Ounousa for seamless integration within similar content. To build advocacy & credibility,we teamed with Emarati influencer Alreem Saif to help drive the message to her massive following of local women


The results truly proved the power of emotional and relevant communication. Across 3 days, the video garnered 596,000 views, 2,600,000 ad exposures, and over 19% view through rate on the video exceeding both industry and brand benchmarks. Considering how all platforms are moving towards limiting organic reach, we managed to get 16% organic views, also exceeding industry norms. Finally, we managed to reach the heart and minds of our consumers with the overwhelming response of more than 75,000 engagements including comments, likes and shares. We created a beautiful piece of content to celebrate the women of the UAE, and in return they thanked Persil Abaya Shampoo for acknowledging them and that advocacy alone was more powerful than any media metrics could demonstrate.

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