We Are Social shows EtiaXil's scientific solution to excessively sweaty scenarios
The campaign is being executed across social media – including Instagram, TikTok and YouTube; digital – programmatic ads and contextual placements; as well as in-store point of sale (POS) – branding and educational displays in pharmacies and retail stores.
Running for six months across the UAE and KSA, the campaign will be supported by eight Saudi TikTok influencers in to localise the message and drive authentic engagement.
Media buying is managed by Etisalat Information Services, with performance tracked through reach against a targeted consumer segment and video views.
Execution of the social-first omnichannel campaign
The creative agency chose social media as the lead channel to drive awareness, highlight relevance, build credibility and connect closely with a regional audience that is new the EtiaXil brand.
In a region where sweat is a daily concern, especially in the summer, the omnichannel campaign aims to ensure visibility across multiple consumer touchpoints, combining light-hearted storytelling with product education and local market nuance.
The launch campaign plays on EtiaXil's scientific-sounding name to showcase its efficacy at stopping sweat at its source, featuring characters in unlikely, yet sweaty scenarios, such as sitting in a sauna in a full thobe, but without breaking a single sweat.
'Excessive sweating is a sensitive issue and is something that many people living in the hot climate of the region face', said Sarah El Sayed, Head of Marketing MENAT at Cooper Consumer Health.
'As a sensitive issue, we felt like a light-hearted approach coupled with scientific proof struck a perfect balance between addressing the discomfort many feel, while also empowering people with a solution they can trust.'
Aimed at men and women aged 25 through 50 years, the six-month campaign also targets audiences based on interests in cosmetics, personal care, health and wellness, fitness and beauty care.
Using AI to create the product hero videos
We Are Social took an innovative approach by utilising AI-generated content to create the hero videos and key visuals for leading detranspirant brand Etiaxil's launch in the region.
We Are Social developed all creative assets, including point-of-sale marketing (POSM), and produced a catchy TikTok-first song and dance to bring EtiaXil's benefits to life in a culturally relevant, modern format.
Additionally, through the involvement of TikTok influencers in Saudi Arabia, the agency intends to amplify the original track and dance created for the campaign, positioning EtiaXil in a culturally relevant, entertaining way.
'We're so excited to share our first project using AI to create fully-fledged product hero videos,' said Aurelien Fonteneau, General Manager at We Are Social.
'Using only AI, we designed a bespoke environment and integrated facial control features via Comfy UI,' Fonteneau added. 'ControlNets were used for precise pose adjustments based on the scene, while costumes were regenerated separately for KSA and UAE.'
The campaign's performance will be measured primarily by market share growth, with the goal of doubling EtiaXil's market share within the first month of going live.
CREDITS:
Client: Cooper Consumer Health – EtiaXil
Sarah El Sayed – Head of Marketing MENAT
Tarik Antepli – Head of Trade Marketing MENAT
Creative agency: We Are Social
Aurelien Fonteneau – General Manager
Sooraj Thazhath Rayorath – Head of Innovation
Rhia Woodall – Group Account Director
James Young – Associate Creative Director / Art
Jack Rogers – Associate Creative Director / Copy
Nour Douzdar – Senior Account Manager
Alex Bianchin – Production Lead
Jadhesh Prakash – XR Designer
Lakshmi Menon – Project Manager
Marwan Younis – Creative Consultant
Nour Mohammed – Senior Creative / Art
Shohret Ragab Gamila – Arabic copywriter
Zaina Manegar – Junior Designer
Media buying: Etisalat Information Services
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