The overall strategy of the campaign was instead of TALKING TO women through traditional advertising, we wanted our consumers to TAKE PART. We wanted them to connect and be educated through credible sources and be part of the conversation. We wanted to create a ‘Challenge Community’. In line with this strategy we extended this approach to TV.We teamed up with UAE’s premier talk show ‘Her Say’ on Dubai One. We sponsored the show for 5 weeks and got the presenters and viewers to take part in the challenge, informing about it on air, attending the live event interacting with the “Challenge Community” and making it part of Dubai gossip. We ended the coverage with a TV episode where we took two successful challengers jeans shopping with celebrity stylist Derek Khan.

Massive participation led to a sales increase beyond our wildest dreams. Packs flew off the shelves right from the launch with 20,000 people taking part in the challenge.

It resulted in a 100% weekly sales increase vs. previous period and 40% sustained higher sales 6 months after the campaign had finished. Moreover we received hundreds of emails replying to our emails highlighting that Special K was out of stock in their local stores and by the end 93% of our core target audience said Special K was a “credible” health brand.