Glade launches ‘Baby Abeer’ campaign with Snapchat for International Women’s Day
On International Women’s Day, SC Johnson’s Glade brand will launch a national lens takeover using a new Snapchat selfie lens that celebrates the rich heritage and bright hopes of women in the Kingdom.
Aligned with Glade’s new Elegant Amber and Oud™ fragrance, the Baby Abeer (fragrance) campaign invites every Saudi woman to make a wish for her future. Some of the wishes that women will be empowered to make for their country’s future generations include:
- Inspire hope ألهمي الأمل
- Have confidence تحلّي بالثقة
- Be fearless كوني شجاعة
- Embrace change تبنّي التغيير
The campaign team has created the first-ever Snapchat Lens triggered by a user’s eyes, allowing women to convey their optimism about the future while still wearing their traditional dress.
The World View Lens, Snapchat’s outward facing camera, also uses hand technology, meaning that a woman wearing a full burka can engage with the Lens in public in Saudi Arabia.
The campaign is the first time that hand technology has been used in a Snapchat Lens in Saudi Arabia.
Brand: Glade (SC Johnson)
Media Partner: Snapchat
Geography: Saudi Arabia