2015 Winners & Shortlists

Creative Execution

We launched our film on Youtube, through our newly developed Juhayna Dairy FB official page. Through providing relevant, reliable and useful content to our fans that supports them though their own lives we say: “We are here with you through our journey”. Original and own able Content was built on main pillars:  Brand: brand story, product nutritional benefits and product ingredients  Brand values: nutritional tips for mothers and kids, healthier food options and motherhood tips Two major activations were launched to engage users and show more support for mothers

The film became the most shared film among females in 24 hours, reaching more than 1M views in just 2weeks, almost 25% of which were organic, receiving above 1500likes on Facebook. In a period of 3months, through our content we gained more than 450thousand fans. That’s an average monthly growth rate of 92%. We achieved a total reach of more than 30M. More than 1M of which are organic. The overall performance of our Ramadan activations doubled our fan base and managed to attract more than 30,000active users with an average engagement rate of almost 7%.

In the dairy category, Juhayna is the market leader. Adopting a functional strategy for the past 30 years had served them well, but with new “aggressive” entrants in the category, Juhayna needed to shift the communication focus from a functional base to an emotional one to take over the hearts and not just the minds of its target. 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. That's why we chose to cheer Egyptian mothers, for always choosing the best, loving and caring for their family.