Always the feminine protection brand that empowers girls to be unstoppable and live life to their fullest potential, decided to rewrite the rules in women's confidence through an act that fully embraces the brand's purpose. In order to elevate protection to a higher order benefit and make it
appealing to 'her', we created a tool about the ultimate confidence that only (mental) protection can
give her.
In Europe, every night, 3 billions of women go back home alone, 90% are afraid to walk alone, 40% admit having considered to take a self-defense course to boost their self-confidence. Common behavior is to usually call a friend or family while walking. (desk research).
The idea is an app 'BackMeApp' for women and girls that allows them to appoint a 'guardian angel' to watch over them while going back home late so they feel confident again.
The Brief
Objectives:
To empower every woman to feel confident and protected while walking alone at night, via driving
broad awareness and app usage of Always BackMeApp; making Always an innovative, closer to
consumer hearts brand.
Supporting research:
A research was conducted among women in Israel showing the following points:
--90% is afraid to walk alone at night,
-- 40% admit they consider taking up a self-defense course to boost their self-confidence.
The outcome of the research enabled the insight to generate the need for this app service.
Execution
Research
A survey was conducted in Israel in Jan'15 to generate local data and support the relevancy of the
market insight. The results became the heart of the PR message track, leveraged on all PR items.
#BackMeApp ambassadors
BackMeApp was launched in Feb'15 and two local young female celebs, also real-life friends, were
chosen to become its ambassadors! They promoted it in Feb/Mar'15 through their Social Media &
via interviews (TV, magazines), providing real-life personal testimonials to endorse the need and
relevance of the app.
#Leaders Support
In parallel, we collaborated with 'Leaders', a local Influential Social Media Users platform, with 420
mom-bloggers & young online influencers, all active on Social platforms, aimed to promote the app
in Feb/Mar'15 via sharing their personal stories/experiences adding further credibility.
The campaign ran according to the plan in February & March, and got extended to April due to
National Elections.
1 Broad awareness for BMA: 80% reach of TA & high app usage.
a. Social Media:
• 1.7M FB posts viral impressions, 700,000 unique women reached
• 518 unique influencer social posts (vs. target 400)
b. Trad. PR - Earned media results:
• 2 interviews with celebs on national leading TV, Channel 2: 4.2% & 3% reach TA respectively
• 1 interview on TV Channel 20
• 2 online articles on premium websites : 1) Ynet (#1 news-site in Israel): 46% reach TA, 2) Mako
#1 lifestyle-site:
30% reach TA
• Leading daily national article Yediot Achronot: 10% reach TA.
+20% increase in number of downloads: total reach 50% of TA: 310,000 unique downloads & 3000
unique daily users.
2 Closer to consumer hearts
o Key-message penetration: acknowledged the survey results & BackMeApp as solution to a real
need
o 100% positive sentiment towards BackMeApp on Social media & TV.
The Strategy
Target Audience (TA): women across ages /Core TA: teens & young women (13-40 y.o.)
Reach target: 50% reach of TA
Strategy: A digitally led strategy was designed to bring the app to consumers when active online &
on their mobile phones. The Digital activation consisted of a teaser video campaign on YouTube,
an app promotion via Facebook posts & install ads and mobile ad campaign on external portals &
apps.
In parallel, the PR plot was activated via:
--Social Media influencers (teens, blogger mums) to create word of mouth through consumer
personal stories and
--Two female friends celebrities, who became app ambassadors online & offline.
Relationship with the service: Part of the target audience was already familiar with the previous
version of the Always app (period calendar) and both new & previous users of the app started
actively using BackMeApp as of day 1 (3,000 unique users/day).