2015 Winners & Shortlists

Results and Effectiveness

Business growth increased by 9% during Ramadan An average click through rate on the videos of 8.93% Facebook engagement rate of 15.3% Facebook reach of 4,177,988 Facebook video views of 362,631 Facebook shares of 20,034 Total of 45 pieces of uninitiated user generated content 11,700+ fans (organic growth)

Creative Execution

With a big sales goal and no media budget, we started early to gather ideas from our moms, to inspire more moms. Our goal was to bring distinction by creating inspirational credible content staring our loyal consumers instead of sending out “professional desserts recipes.” With this distinction, we dedicated the entire campaign to celebrating moms contribution to reinvesting the traditional. To engage moms early, we ran an engaging campaign 4 months prior to Ramadan prompting daily usage of Dream Whip in desserts. The campaign resulted in more than 400 entries of UGC recipes using Dreamwhip. We selected the 30 best recipes and created videos crediting the moms who created the recipes. The 30 videos: “30 Sweet Days with Dream Whip.” Dream Whip and our fans became mom’s dessert ally during Ramadan providing daily video recipes and rewarding engagement to win cooking lessons. The consistency led to high engagement during Ramadan.

Insights, Strategy and the Idea

Three months before Ramadan, food brands in the market were preparing to launch recipe contest/booklet/app/show by a professional chef, talking to the moms of the region. Concurrently, Dream Whip needed to boost sales by 4%. Dream Whip was in the unique position of having a strong market heritage & awareness. That same heritage meant, consumers rarely innovated with Dream Whip. To boost sales, we needed to prompy daily use of Dream Whip. While other brands are always asking mothers to submit recipes during Ramadan, DW knew that mothers are constantly looking for inspiration instead of creating recipes. Dream Whip’s strategy is to create a virtual network of mothers that inspire each other with new ways of creating desserts. Our Idea is to create a 2 phased campaign (Pre-Ramadan & Ramadan) where mothers would submit their own recipes with Dream Whip. We would recreate them to inspire other mothers during Ramadan.