Brand | KRAFT |
Product/Service | PHILADELPHIA |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness |
Entrant Company: | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Media Placement: | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Results and Effectiveness
The campaign struck a chord with the community resulting in 48 inspiring stories*, and the portal received over 21,000 unique visitors in less than 4 weeks^.
The stories were so powerful that they made headlines - we created news worth USD 969,000*. The community picked up on these stories, and shared them widely over Twitter and Facebook.
The campaign started a narrative of credit and recognition making it easier for women to receive support for their causes. For Philly, this was by far the biggest result.
Creative Execution
But how did we find our heroes in a society determined to keep them hidden?
We had to dig them out from blogs and forums – this is where they lived, and where the stories were born.
We created an interactive portal (www.phillyarabia.com), where women could express themselves freely–something unheard of in the local media! The stories were from the community, for the community, and were voted to excellence by the community.
In parallel, these stories were seeded through news channels. Influential publications like the three Ahlan! weeklies became the voice of the campaign, encouraging women to open their hearts. The stories submitted were extraordinary, to the point that the editor herself became a spokesperson.
What had started as a campaign had become a cause. The winners were celebrated via a public event, and received funds to continue their work.
Spreading the Inspiration has become a narrative that keeps on... spreading.
Insights, Strategy and the Idea
Ordinary women. Extraordinary contributions.
These are the stories of unsung heroes who’ve made a difference. Women who’ve worked tirelessly for causes they believe in. Philanthropists who’ve done much yet haven’t received recognition, just because they live in a society where self-expression for women is still a luxury. Public representation of women is still taboo in Arab societies.
Enter Philly’s Spread Some Inspiration campaign. Philly wanted to create space in the consumer heart, but more importantly, wanted to tell untold stories: stories that could inspire, that could heal. That could change the world, one little step at a time.
With traditional media being a no-go, digital media, with its ability to empower societies, was our only saviour. Philly decided it was time to give the community a space to celebrate the achievements of women in the region.
Credits
Pankaj Pagarani |
SMG |
Media Manager |
Jasmine Skrbo |
SMG |
Sr Media Executive |
Mohit Lodha |
SMG |
Associate Media Director |