2015 Winners & Shortlists

Results and Effectiveness

MAGGI Diaries was an immediate success. Women engaged avidly with the content. Many of them even asked to be part of the journey. Our YouTube channel propelled to the 2nd fastest growing FMCG channel in MENA with almost 11 million views and 11,500 new subscribers (increase of over 10x). 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.

Creative Execution

We released MAGGI Diaries as a series of webisodes on a first-of-its-kind YouTube channel. The channel’s unique features were specifically designed to draw women to follow and interact with the 4 ambassadors throughout their journey, from any social platform. We used hashtags unique to each country we visited as well as live chat sessions with our ambassadors where they shared their inspiring experiences and revelations with women from across the region. For 11 weeks, we invited women to join us on the journey while showing them how enriching new experiences can be. In exchange, we gained engaging content for Facebook, YouTube, Twitter and Instagram. Through continuous listening and optimization, we also realized what type of content resonated best with our audience and adjusted our publishing on MAGGI social platforms accordingly.

Insights, Strategy and the Idea

In many households across the region, it is said that a woman’s success is defined within the 4 walls of her kitchen. But, as market leaders, we wanted to challenge this norm and help women break out of the shackles of the kitchen and influence positive change in their lives. So we listened to them; uncovering one undeniable truth: women's perspective in the region are changing (new-desires, new-ambitions, new-ways of seeing things); yet for all their cravings for new experiences, they lacked confidence to just try. Routine is safe, new takes courage. We needed to motivate them to try. We needed a battle-cry. So we gave them MAGGI® Diaries – a cultural & culinary video journey of 4 ordinary housewives around the Middle East. Through them, our mission was to inspire women to unlock their potential & make a difference in their lives & the lives of people around them.