Face It All, With Arabs Got Talent!
How does one get the audience in Saudi Arabia to feel a connection with a brand that is not a house-hold name in their region?
While Himalaya has presence in other regions, a study conducted by our team showed us that a lot of our target audience are unaware of Himalaya as a brand as well as what the product has to offer. It became our mission to spread awareness and build a following amongst the younger generation across Saudi Arabia, and show them how Himalaya products can make an impact on their lives and their confidence.
We found out that the young women of Saudi Arabia follow a reality show, that they have grown to love. So we decided to team up regions most popular reality show- Arabs got Talent, in a campaign built to attract the young, new consumer. As part of this association with Arabs Got Talent we followed the followed the journey of a young contestant from backstage to the spotlight. We then told her story as she overcame a moment of doubt and to #FaceItAll with Himalaya Neem Face Wash!
The campaign successfully tapped into a unique, newer precise kind of consumer, and was a winner of an Effie award. Himalaya’s presence within Saudi Arabia was considerably strengthened post this campaign.