2016 Winners & Shortlists

REESE'S #BETTERTOGETHER

BrandTHE HERSHEY'S COMPANY - EMEA
Product/ServiceREESE'S
EntrantUM MENA Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of User-Generated Content
Contributing Company C3 FILMS / TELFAZ11 Riyadh, SAUDI ARABIA
Media Agency 2 UM MENA Dubai, UNITED ARAB EMIRATES
Entrant Company UM MENA Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Reese’s is still relatively new to this region and the brand wasn’t communicated through paid advertising in GCC since 2012. It was perceived to appeal to an older age group and more male skewed in the region. Our challenge was to associate it with a younger age group and make it appealing for females We knew that Arab consumers are emotionally invested in the content they share, so our strategy for Reese’s was to be the brand that provides relevant engaging content for our consumers and to produce types of content that will achieve our objectives. We first teamed up with Alaa Wardi and released a teaser video where he asked viewers to upload any sound and spread the #BetterTogether. We received over 1500 entries, Alaa Wardi collected these videos and merged them to create The Reese’s Song. Also during the Teaser/Reveal phase, we boosted Facebook posts to remind and expand our reach. We allocated Booths in Malls where visitors could enter them, record their clip and upload it instantly to YouTube so Alaa could collect it. Promoters were also hired around office buildings to do the same. In the Reveal phase, we launched a YouTube Masthead in KSA followed by 4 weeks of True View across KSA and UAE. Simultaneously, we launched a brand lift study measuring brand awareness and recall. Facebook was used to expand our reach across the GCC. We then partnered with Telfaz Group with their most powerful show “ La Yekthar ” in a creative branded content sketch. The content was slipped into the main show’s closing where the 2 main characters of the show discussed the work of Alaa Wardi and the Reese’s Song and suddenly they are merged into the TVC and one of the characters gets stuck inside the TV.

• Teaser o Organic views on Alaa Wardi’s YouTube channel: Teaser: 231,000 Views, 6,680 likes Revealer: 200,000 views, 9,185 likes o Paid views on Reese’s Arabia YouTube Page: Teaser: 1.3 M Views Revealer: 661,000 views o + YouTube Analytics : 68% of views watched 2:05min ( 55%) of the full song video. o Telfaz Social Support Teaser: o 22 Posts across Instagram, Twitter and FB and Snapchat (2 paid and 20 added value) o Telfaz Social Support Revealer: 22 Posts across Instagram, Twitter and FB and Snapchat (2 paid and 20 added value) o Submissions on # across platforms: 1400 # uploads on YouTube • Revealer (full song) o Media support (True view, masthead, fb) results True view: 1.3 M views, 18.71% VTR, 126,317 views Masthead: 712,695 clicks , 24 M impressions, 2.99% CTR FB video: 2.2M Views, 9184 likes, 385 comments, 1.2K shares, 257 K clicks, 4.1 M reach Full Year FB Results: 8.76 M reach, 1.44 M Clicks, 152K likes, 2.23 M Views, 5398 Website Clicks, 451,037 likes, comments and shares( other engagements) o YouTube Brand lift studies awareness + ad recall: 7.1 M impressions, 1.33 M views, 18.58% VTR

Credits

Name Company Role
Assaad Kassis Um Mena Business Director
Rima Nakhala Um Mena Digital Director
Lea Koyess Telfaz 11 Team Influencer
Bassam Aoun Um Mena Media Supervisor
Alaa Wardi Telfaz 11 Team Influencer
Fahad Alsuwayan Telfaz 11 Team Marketing Representative