Facebook Creative Shop Sydney + P&G win Silver for Nice ‘n Easy at 2016 Global Smarties Awards
Facebook Creative Shop, Sydney and Procter & Gamble (P&G) have been awarded at the MMA 2016 Global Smarties Awards in New York this week, for their Nice ‘n Easy ‘The Greys Are Here’ campaign.
The campaign aimed at reinvigorating the home hair colour brand was designed to connect with Australian women through a digital video series executed solely on Facebook and resulted in strong share and sales growth for the brand.
P&G has a strong history of production innovation, beginning with the development of radio serials in the 1930s. It was P&G’s sponsorship of these programs that coined the phrase ‘soap opera’ and in the decades that followed P&G created 20 soap operas on radio and television including award-winning daytime serials like As The World Turns and Guiding Light, which ended in September 2009 after 72 years.
‘The Greys Are Here’ campaign was a modern-take on the soap opera designed to entertain and engage with Australian women in the mobile era.
Says Jane Wecker, marketing manager, P&G ANZ Haircare: “Facing a challenging business situation, we had to think outside the box and develop a creative solution that broke the category advertising norms.”
The result was a series of mobile video episodes created in partnership with Facebook that detailed the story of an annoying young couple, ‘The Greys,’ moving into a town and disrupting the lives of the women in the neighbourhood. The tongue-in-cheek episodes tapped into the rich audience insights around the emotions women feel when they discover their first grey hairs.
“Says Alicia Spyrou, communications leader, P&G Australia & New Zealand: “Innovation is the lifeblood of our business and it has enabled us to grow for nearly 180 years. In a category dominated by traditional advertising channels as the key vehicle to drive awareness amongst these women, we knew that the Facebook-only campaign was a bold move.
“There has been a lot of discussion in the media of late regarding proxy measurement metrics for Facebook campaigns, like video views. What’s important to us is the business impact of our campaigns and we’re thrilled with the impact it has had on the brand and honoured to have been recognised with a Silver Brand Awareness Award at the MMA 2016 Global Smarties.”
Best in Show was awarded to DigitasLBi for Dunkin Donuts ‘#WTFAST’.