Concept

Step Zero

CLIENT

Pears

AGENCY

Wunderman Thompson

ROLE

Art Director & Designer

TEAM

Madhu

Aimed at persuading affluent Arab women, who are accustomed to using standard beauty bar soaps, to make the transition to Pears Body Wash. Our approach involves redefining Glycerine as the "It" beauty product, positioning it as a central component of their daily skincare regimen. By doing so, we aim to establish Pears Body Wash as an essential step in your ultimate everyday skincare routine.

Step Zero from Pears

No matter who you are, or what you do, or what your beauty routine is, there’s one thing everyone has in common: showering.   With Pears, your shower becomes more than just a shower. It becomes part of your beauty routine.

Made of 98% glycerin, Pears makes your skin glow – before you even officially go through all the steps of your tried and tested beauty routine.   It doesn’t cost you time, it doesn’t affect your beauty routine and it’s a small switch that makes a big difference.  Thus, for every woman, Pears is Step Zero.

#PearsStepZero

- V I S U A L S

- LAYOUTS

Influencer
Films

We will tie-up with influencers from different fields:

• Travel

• Fitness

• Mom

• Beauty

• Food

• Photography/Filmmaking

We will create ‘How-To’ videos of their beauty routines, based on what they do. Step Zero of each beauty routine: Pears. The content they create is short and fun, in tutorial format. These work as short videos and Insta stories.

For example, a fitness influencer spends a lot of time outside, and needs to protect her skin. She shares her unique routine with us.

The travel influencer shows us how she keeps her skin hydrated and beautiful on a long flight and on the road.

Influencer Films

Giveaways

Sample Content Structure: Travel Influencer

The video opens on our influencer packing her bags.
In a split screen format, we see her getting her beauty routine ready.We hear her VO, as she tells the audience about her unique skin needs: she needs to keep it hydrated at all times, because travelling can take its toll, as can long hours spent in flights.

There are supers above each product: Step Zero, Step One, Step Two and so on.She starts off with talking about how she’s glad she’s discovered Pears, because it has glycerin that helps her skin lock in all the moisture it needs, and makes it glow even before she starts her beauty routine. She continues with the rest of her routine, sped up.

The video ends with the giveaway.

Native Advertising

P O S T + V I D E O

We will create native ads in the form of videos and listicles, that go up on Time Out, Lovin’ Dubai, Emirates Woman and so on.

Example topics we can cover:

1) 10 Ways Glycerin Helps

You Enjoy The Good Weather

2) Glycerin: The New Miracle Ingredient

T A R G E T I N G

Programmatic

We will have cutdowns for each influencer, with their scenes from the main film.

Forexample - Fitness

Glow after your workout

With Step Zero

Pears, with 98% pure glycerin for glowing skin

ACTIVATION

Sampling

We will create an installation featuring a shower with water droplets that seemingly defy gravity, flowing upwards, to bring our ‘Step Zero’ communication to life in a striking, Insta-worthy way at busy areas like malls and JBR. Samples will be handed out at the installation.

S E A R C H

T A R G E T E D

Fact: Most women take a shower before heading out to do pretty much anything.

Let’s use this to our advantage and serve targeted ads to people looking for restaurants, concert tickets, movie tickets, outdoor adventures, makeup, fashion.

We will create an installation featuring a shower with water droplets that seemingly defy gravity, flowing upwards, to bring our ‘Step Zero’ communication to life in a striking, Insta-worthy way at busy areas like malls and JBR. Samples will be handed out at the installation.

O N G R O U N D

Beacon Advertising

PHASE 01

INFLUENCER

"How to..." content x 6

NATIVE ADS

Lovin Dubai / Emirates Woman / Time Out

GIVEAWAYS

IG / FB / YT

PHASE 02

Brand Film

IG / FB / YT

Programmatic
YT Bumpers