Abaya Fashion Revolution

By identifying up-and-coming designers who were rejuvenating the traditional Abaya style, we created an interactive and personalized fashion experience that brings the new Abaya fashion to life. This put us at the forefront of championing this Abaya revolution, & in turn spearheaded a fashionista movement that continues to inspire Arab women towards more self expression. The campaign not only increased sales by 10% in KSA (+3% over objective), but also uplifted positive sentiment and perception, keeping Persil Abaya Shampoo as the #1 brand for Abaya care and fashion (Source: Nielsen)

Credits

Lead Agency: OMD Dubai
Farah Moumneh, Senior Director – Planning
Zeeshan Ali Merchant, Associate Director – Planning
Neelofer Sheikh, Associate Director – Digital
Roxanne Gahol, Senior Executive – Planning
Muhammad Ali Jamadar, Manager – Social Media
Zahra Al Safwani, Senior Executive – Social Media

Lead Agency 2: Fuse UAE
Rami Salame, Associate Director – Creative Strategy
Rosemarie Saad, Manager – Branded Content
Ines Sebiane, Executive – Branded Content