October 25, 2020 - Dubai, UAE: Vatika MENZ, the region’s leading men’s haircare brand, picked up two prestigious awards at the latest MENA Digital Awards 2019, for their viral video campaign featuring the brand’s range of hair styling gels. The brand campaign won a Silver in the category ‘Best Use of Digital in The FMCG Sector’ and a Bronze for ‘Best Use of Video’.
The award recognises the success of the brand’s marketing campaign in cementing the reputation of Vatika MENZ styling gels across their target audience of 18-25-year-old males in the MENA region. The campaign tapped into the adventurous streak of the young male target audience by creating four distinct videos on ‘extreme challenges’ where hair, styled with Vatika gel was tested under extreme conditions that demonstrated the ‘hold’ of the Vatika Menz styling gel range.
For example, a man was shown jumping from 13,000 feet in the air with wind speeds of 270 KMPH. The hold of his hair style was impeccable even after the jump.
To up the ante, another video showed a man standing on an airplane with windspeeds up to 300KMPH. Thus, Vatika became the only haircare brand to deploy ‘wing walking’ to demonstrate product superiority.
Vatika also created a new series of fun videos called “Vatika Styling Gels vs. Things you love” that successfully demonstrated that Vatika Styling gel will give every man impeccable hair style to attract a new girl.
The success of the campaign is demonstrated by the fact that the brand gained 8% market share in a single year, making it the undisputed No.1 Hair Styling Gel in KSA and UAE (figures as per Nielsen).
The campaign also stands apart as the first-ever FMCG brand to pull off a stunt like “wing-walking” which translated into 12 Million plus views and 8% engagement rate compared to the industry average of 3%.
“The MENA Digital Awards are the gold standard for recognising innovative Return on Investment (ROI) based marketing campaigns emanating from the region and we are all delighted to have the efforts of our team recognised by these awards,” said Prateek Jugran, Senior Product Manager, Vatika Menz . “To be awarded by the best minds in the industry encourages us to set new benchmarks for success in the digital sphere.”
The MENA Digital Awards (MDA) is a bespoke award show whose purpose is to promote digital innovation in the MENA region. MDA is guided by international standards in the judging and award processes to recognise excellence in the use of digital technologies and media and to honour the people and brands behind these cutting-edge campaigns.