Going through puberty is a tough experience for all kids/teenagers around the world as their bodies change and so do other’s behavior around them. In KSA, it’s even more challenging as women are still being treated very differently from men. Moreover, the topic of puberty is very taboo in the region and is not openly discussed in society. Society expects young women to dress, act, talk and behave differently, overnight, due to the mere fact of getting their period. Subsequently, Dove found out that only 8% of Saudi teenagers feel confident about their appearance. This seemed like the perfect opportunity for Dove to launch its first KSA-focused campaign by raising awareness around this pain point and providing a solution/guide to parents. The objective of the hero asset is reach and views.

A casting agency, with extensive experience in the Saudi market, lead the casting process where they first and foremost needed to talk to parents of prospected talents to explain what the brand is about, the objective it’s trying to achieve (awareness and behavioral changes around a societal pain point) and what would be the ask of their girls. The casting director’s approach had to be a very delicate one, given the sensitivity of: the nature of the personal topic (in Saudi Arabia more particularly), having minors go public with a personal topic, making sure that the talents didn’t take part of other ads, dealing with last minute hesitations, setting up a safe space for the girls and their parents. To make the girls feel as comfortable as possible, they were invited to wear their own clothes. We also invited their friends and parents, along with a therapist, during the shoot.

19 million reach: our film reached 19 million people.

8 million views on social: 8 million people watched the film, meaning that 42% of the audience reached saw our film.

82 million impressions: our content has been displayed to social media users 82 million times.

Target audience reached at half of the forecasted CPV (cost per view) and CPM (cost per mille) on META and TikTok: from a media spend perspective, we eventually needed to spend less than the platform’s audience spend recommendation to reach the audience.

+3.7% brand favorability (which is 4 times the industry average): meaning that we’ve seen a growth of 3.7% from our audience who perceive well our brand.