2015 Winners & Shortlists

The Campaign

For the past 30 years, it was mainly mothers who trusted Juhayna products as a main part of their family nutrition and the hero of their everyday meals, always caring to choose the best for their families. That's why we aimed for cheering Egyptian mothers in our campaign, for their efforts and for always choosing the best, loving and caring for their family.

Success of the Campaign

The internet film became the most shared film among females in 24 hours, reaching more than 1 million views in just two weeks, almost 25% of which were organic, receiving above 1500 likes on Facebook. Our soundtrack on soundcloud was played more than 6000 times. In a period of three months, through our content we gained more than 450 thousand fans. That’s an average monthly growth rate of 92%. We achieved a total reach of more than 30 million. More than one million of which are organic. The overall performance of our applications during Ramadan doubled our fan base and managed to attract more than 30,000 active users with an average engagement rate of almost 7%. Now Juhayna owns a very strong platform, addressing mothers, creating many more future opportunities of communication.

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

We launched our campaign with the Juhayna internet film that showed the life of an everyday Egyptian mother, going through the hard motherhood moments alongside the rewarding ones, to establish our new platform and tell mothers we understand and support them. On TV, we aired the film divided into four TVCs, each showing a chapter from the mother’s life like a mini-series. On radio, we wanted every mom to take a 30 sec break to realize that her efforts are recognized. We highlighted the efforts they do with their children and families on a day-to-day basis and saluted them for it. Through our FB page, we created a one-stop-shop that offers moms everything. We provided mothers with relevant, reliable and useful content. The hashtag “Cheer_Mom_On” encouraged the younger audience to communicate with their mothers via Juhayna’s page, sending out their own personalized messages of encouragement.