2015 Winners & Shortlists

The Campaign

Women in the Middle East rule in their kitchens, but at the same time feel trapped inside them. As a trusted brand that has always been supportive of women, MAGGI understood that they long for new ways to expand their horizons, particularly in the Middle East, where their self expression is limited. MAGGI took on the mission of inspiring women with a new approach, one not based on traditional media, and with storytelling and content development at its core. The idea came to life in The MAGGI Diaries, a series of webisodes, in which MAGGI takes four housewives on a journey of cultural and culinary discovery to Morocco, Jordan, Oman and the UAE. Women in the Middle East followed their travels with growing interest, discovering the richness that new experiences can add to their life.

Success of the Campaign

MAGGI Diaries was an immediate success. The level of engagement was so high that many women even asked to participate in the journey. Our YouTube channel was propelled to the 2nd fastest-growing FMCG channel in MENA with almost 11 million views and 11,500 new subscribers (worth about 27.5 years of streaming time). We had a view-through rate of 39%. Facebook had a category-leading 21% engagement rate while the brand saw a 400% growth on Instagram since launch. Twitter had an engagement of 9% and 14,959 new followers. Finally, we had an outstanding 7% and 6% market share growth in KSA and UAE respectively.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

MAGGI Diaries was released on a customized YouTube channel as a series of webisodes narrating the travels and personal journeys of 4 women, as main content supported by an integrated campaign including: • PR: a cooking session for journalists and food bloggers to get up close and personal with the ambassadors. • ATL support to drive brand visibility, with a trailer TVC and outdoor communication introducing the ambassadors. • Online media campaign: to drive viewership to the episodes, engage with viewers and initiate conversation. • Additional content was developed to create even more engagement: o Sides stories: a closer look at the interesting stories of the people the ambassadors met on the journey o The ambassadors’ personal reflections o Step-by-step recipe videos from the discoveries of the ambassadors along the way • On-ground events integration: with the participation of the ambassadors at Taste of Dubai and Hawa World in KSA