Brand | INSYDO |
Product/Service | WEBSITE & APP |
Entrant | OMD Dubai, UNITED ARAB EMIRATES |
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
OMD Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
OMD Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Our target audience is mass: both genders, expats and aged between 25 – 40. They are digitally savvy, spend approx. 1.6 hours on social media per day, and search on Google at least 14 times a week - 80% of them via mobile.
As a generation of Digital Natives, they‘ve become numb to the marketing messages that saturate daily lives.
For this reason, our approach was to:
• Create curiosity: stir engagement and intrigue about insydo.
• Sell the truth: Steve represents the real start-up pressure, which helped humanise the marketing and hook people in to our brand story.
• Steve was relatable to the demographic of our target audience.
Our key objectives were:
• To get people searching on insydo.
• To introduce the editorial tone of voice and breadth of content on insydo.
• To engage the businesses we feature on insydo - our future clients.
The Campaign
• We‘re a digital start-up and needed to launch our brand ‘insydo‘ in a highly competitive industry; we had one shot to put insydo on the map.
• We took a high-risk approach and built the campaign around our Marketing Manager, Steve.
• We publically set him a one-month challenge to campaign and get 100,000 people searching on insydo to save his job.
• The campaign - ‘Save Steve‘s Job‘- played on the cheeky connection to Apple.
• From billboards and digital banners to radio partnerships and a daily social media calendar, our DIY approach to this campaign injected authenticity into our marketing content and optimized our budget.
• The campaign created a huge buzz around the city, and we had over 250,000 people searching on insydo - the core feature of our product.
Creative Execution
• 10th Jan: launched an interactive mobile-friendly microsite savestevesjob.com that shared the story and gave users 3 options to either help Steve, watch him sweat or screw Steve.
• 12th Jan: released pre-launch campaign posts on Facebook to build hype.
• 15th Jan: billboards and digital banners popped up across the city and on websites overnight; they were strategically placed for relevance to our target audience.
• 17th Jan: journalists attended an undercover launch event, which presented them with a series of clues revealing businesses selected by, and featured on, insydo.
• 18th Jan: Partnered with Channel 4 radio who stirred curiosity through mentions and studio interviews.
• Developed (and adapted on the fly!) a social media calendar, which delivered daily campaign updates, engagement posts and stories, subtly educating users about insydo.
• Engaged key influencers to campaign to support Steve over social media.
‘Save Steve‘s Job‘ campaign is still ongoing, but here are our results 2 weeks in:
• Over 250,000 searches on insydo.
• Digital Display Banners: CTR of 0.13% exceeding industry benchmark of 0.02% - 0.10%.
• Conversion from microsite to insydo was 62%.
• User engagement on insydo increased by 1000%.
• Bounce rate on insydo has dropped from 60.1% to 39.9%.
• Over 56,000 interactions on social.
• 72% of the target audience engaged.
• 150% increase in business applications.
• Overwhelming user comments e.g. “Finally…some creative work worth shouting about in a very vanilla marketing environment…”
Credits
Tanaz Dizadji |
insydo |
CEO/Founder |
Steven Worobec |
insydo |
Marketing Manager |
Siobhain Spear |
insydo |
Editor in Chief |
Walid Aktouf |
insydo |
UX/UI Designer |
Nadim Samara |
Omd Mena |
MD of OMD/UAE/LG |
Waseem Afzal |
Omd Mena |
Executive Director - Integrated Solutions |