2016 Winners & Shortlists

KEES GAWAFA - THE GUAVA REVOLUTION

BrandRANI FLOAT
Product/ServiceRANI FLOAT - GUAVA FLAVOR
EntrantMINDSHARE MENA Dubai , UNITED ARAB EMIRATES
CategoryUse or Integration of Digital or Social Media
Contributing Company TAYARAH MEDIA PRODUCTIONS Cairo, EGYPT
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 MINDSHARE MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Rani aimed to promote its new Guava flavor amidst fierce local competition by engaging with consumers aged 15 to 25 in an authentic and memorable way. We aimed to reverse declining market share and sell a minimum of 3 million cans by end July 2015, and gain market share by 0.3%. We leveraged a colloquial Egyptian expression “Kees Gawafa” (bag of guava), to ask young consumers to help us reshape public opinion about the fruit and restore its status as one of Egypt’s best-loved flavors. We filmed YouTube influencer Ramez Yousef with a character called Mr. Guava, who hit the streets with the objective of finding out the origin of the famed "Kees Gawafa" term and changing the negative perception surrounding Guava. The video and supporting content was launched on social media, asking consumers ,major Egyptian influencers and well-loved parody accounts to compete for prizes by sharing their stories about “Kees Gawafa." The final phase rewarded the most original submissions and stories with prizes and illustrations of their stories. These illustrations served to further increase the bespoke content created directly relating to the launch of RANI Guava in the Egyptian market. The guava movement gained massive viral traction; as Egyptians and major Egyptian personalities began to organically share and engage with the campaign. We achieved 18,000 shares from paid media and 31,000 shares from earned media.

We increased market share 0.5% by selling over 3.4 million cans by end of July 2015. The campaign reached 70% of the target segment and 22% of Egypt’s overall population, 12 million on Facebook, and 10 million in organic reach through influencer partnerships. We achieved 18,000 shares from paid media and 31,000 shares from earned media. The video had more than 4.7 million views across all platforms with a 20% view-through rate. Increased Sales and Market Share April sales were higher than the entire Q1 2015, with 400K cases sold since campaign launch. A 0.5% market share gain (Source: Nielson 2015 Report) 21% increase in Share in Shop Handling vs. Last Year (Source: Nielson 2015 Report) 223% increase in Weighted Handling vs. Last Year (Source: Nielson 2015 Report) Reached approximately 70% of the target segment in Egypt and approximately 22% of Egyptian population (Source : Facebook, R&F Tool)

Credits

Name Company Role
Mohammad El Tahtawy Mindshare Mena Creative Director
Joud Boksmati Mindshare Account Executive
Sarosh Waiz Mindshare Account Manager
Victoria Loesch Mindshare Account Director
Rebecca Akl Mindshare Account Director
Sophia Kenvold Mindshare Social Media Director
Ammar Safi Mindshare Creative Manager
Tuki Ghiassi Mindshare Creative Director