ALWAYS U DANCE by Starcom Paris for Always

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ALWAYS U DANCE

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market France
Agency Starcom Paris
Released September 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: PROCTER & GAMBLE
Product/Service: ALWAYS FEMININE HYGIENE PRODUCTS
Date of First Appearance: Sep 8 2009 12:00AM
Entrant Company: STARCOM , Levallois-Perret , FRANCE
Entry URL: http://www.udance-ledefi.com/
Chief Executive Officer: Thierry Jadot (Starcom)
Managing Director: Nathalie Taboch (Starcom)
Client Services Director: Pascal Delahaye (Starcom)
Brand Organisation Leader: Jean-Luc Chetrit (Procter & Gamble)
Brand Organisation Associate Director: Carole Benichou (Procter & Gamble)
Marketing Director: Francesco Tortora (Procter & Gamble)
Media placement: Internet Campaign - Dailymotion & MSN - 8 September 2009
Media placement: TV Campaign - U Dance Sponsoring - NRJ 12 - 7 October 2009

Results and Effectiveness
We reached two-thirds of all French girls aged 11-15 who use the web. Or, more accurately, they reached us, because they sought out the show. The web episodes were watched over 2 million times. The TV show reached 8 million. There was lots of free publicity in girls’ magazines, on TV and on the web, as well as a social networking buzz. And by the numbers: brand preference was up 24%, penetration up 22%, and market share up 0.9 percentage points.

Creative Execution
U-Dance by Always was a talent show starring R&B singer Sheryfa Luna, who is an icon to French girls. We began with an online casting for teenage dancers, which built anticipation, and then followed six contestants as they travelled to New York to train under a professional dance teacher. Sheryfa Luna acted as a big sister to the group, and we followed their everyday lives and their experiences performing in a Broadway theatre. We partnered with MSN and Dailymotion to show the 25 three-minute episodes on the web, and made them easy to share. Our content was embedded in MSN’s instant messaging service, and both our web partners drove traffic to a dedicated site that we had stuffed with interactive features, including a U-Dance online game. The episodes were re-edited for broadcast on the youth-oriented TV channel NRJ12, and the winner will soon be seen in Sheryfa Luna’s video.

Insights, Strategy & the Idea
Here’s one possible strategy: Identify what your target audience watches on television, pay a fortune for ads in commercial breaks, and hope some people hear your brand message. Here’s ours: Identify what they love to watch – then make your own TV show for them. Knowing that High School Musical and Un Dos Tres were sensations among 11-15 year-old audience, we put on our dancing shoes. We created a reality show that spoke to girls’ sense of self-discovery and self-expression. It would establish an emotional connection with first-time users that Always had not reached successfully in the past. And it would demonstrate how our product gives the confidence to pursue their dreams – and protection they need to dance – no matter what the time of the month. We gave them U-Dance by Always. The show was the brand message – and our audience came to us in their millions.