Clear (@ClearKSA) is one of Saudi Arabia’s best-selling anti-dandruff shampoos. It saw an opportunity to reinforce its local positioning and strengthen the message that eliminating dandruff can boost self-confidence. It wanted to do this by connecting with audiences on a personal level and getting to the heart of what self-confidence really means to them.
To grab the attention of their target audience on Twitter, Clear created a best-practice short-form video featuring one of the most recognised and self-confident faces in football – Cristiano Ronaldo (@cristiano).
Launching the video with a Conversational Card, @ClearKSA asked audiences to respond by selecting one of the three aspects of self-confidence that matters most to them: health and fitness, professional success or outward appearance.
Each response to the Conversational Card and mention of the brand name in Arabic (#كلير) triggered a custom ‘#1’ emoji, which helped to reinforce and strengthen Clear’s brand positioning throughout Saudi Arabia.
Lastly, a custom-built auto-responder served people with tailored video responses linked directly to the choice they had made. This helped to boost the relevance of campaign interactions.