On International Women’s Day, SC Johnson’s Glade brand launched 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 campaign (Abeer means “fragrance” in Arabic) 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.