Saudi women have been in the shadows for years. Although cultural restrictions have eased, Saudi women are still hesitant about expressing themselves and their beauty. They self-edit, tone down their appearances and behaviour for fear of societal judgement; and feel less confident than women in more progressive societies.

Lux Data Mirror reframes the way Saudi women see themselves by showing an inspiring reflection of themselves. This experience was brought to life with a combination of digital, social data and technology via a social activation. It reinforced the Lux purpose that a woman’s expression of femininity and beauty is her strength; and that when women come together as one, they are better able to rise above judgements and smash stereotypes.

With the permission of the participants, we collated their digital communications from their online profiles. We fed the compiled data into IBM Watson personality insights to return a personality profile and characteristics based on three models:

- Big Five personality characteristics that include Agreeableness (tendency to be compassionate and agreeable toward others); Conscientiousness (to act in an organised and thoughtful way); Extraversion (seeking stimulation in the company of others); Emotional Range (extend to which emotions are sensitive to their environment); and Openness (to experiencing different activities).

- Needs – describing which aspects of Lux products resonate with the individual.

- Values - describing motivating factors that influence a person's decision making.

We used IBM Watson personality insights based on the psychology of language in combination with data analytics algorithms, to derive insights from digital communications such as email, blog posts, tweets, and forum posts. Then we applied linguistic analytics to infer individual personality characteristics including Big Five characteristics, needs and values. The service was able to automatically infer from often noisy social media, portraits of individual women that reflect their personality characteristics.

We matched individual Saudi Women with women around the world based on their personality scores across each of the three models using fuzzy matching logic. We then facilitated a meeting with their Data Mirror counterparts to share their experiences around judgements.This enabled them to realise they are not alone – and also lifted and empowered all the women across ethnicity, culture and beliefs.

1.Campaign reached an audience of 25m on Mirraa.me, 14.5M across social media platforms from May 2020 to June 2020 with 14.2 million impressions.

2.On Youtube Trueview – 10.7% uplift in Ad Recall.

3.The long films delivered VTRs better than benchmarks, indicating the content resonated well with the TA. VTR was 36% – better than benchmarks for long digital films.

4.On Youtube Bumpers, the assets saw a 9.4% uplift in Ad Recall and 9.5% uplift in favourability.

5.Positive uplift in brand equity measures on key cells.