Always Diamond / 8x30” Web Series

The Client

P&G MENA, Always Diamond

The Format

8x30” episodes | web series | 2011

The Project

We created a mini web series that followed the story of Sarah, a junior fashion editor in Asrarouki (“your secrets”) magazine, who grabs an opportunity to write an article about Yasmine, a rising star, and follows her all over town. Things get more complicated when Dina, her supervisor, is also working on the same article!

The Result

The campaign achieved 83% awareness in 4 months with customer engagement exceeding 80,000 direct responses, 35,000 unique visitors and 3000 competition participants with shares reaching 4.9% in Supermarkets just 6 months post launch (vs. target 5% in 1 year).

Our Role

Original story idea and storylines creation. Scriptwriting. Production.