Brand | FERRERO |
Product/Service | RAFFAELLO |
Entrant | GREY MENA Dubai, UNITED ARAB EMIRATES |
Category | Fast Moving Consumer Goods |
Entrant Company
|
GREY MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
GREY MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
This was a direct marketing campaign purely designed for social media to get to our fragile target audience (women) in the Arab world as we can never approach an Arab woman in person.
Though at first glance, it may seem generic; it was targeted to the majority of Arab women who did not have any other means to communicate. Users had to invite 10 friends through Facebook to help describe the user. The words chosen would then form a beautiful medallion that would represent their true inner self. These personailsed medallions could either be shared on Facebook or could go into a draw to win a weekly prize (a personalised pendant in white gold).
Creative Execution
Jan-Feb 2015 for 2 months
A microsite enabled users to invite their friends through Facebook to help discover themselves.
Words chosen to describe the user transformed into beautiful medallions that could be shared on social media. Weekly winners won pendants in white gold. An emotional video meant to drive traffic to the microsite, made women think about themselves and inspired them to pour their hearts out on Facebook.
Originally Facebook was to be used to drive traffic to the microsite. However when we started getting the posts that we did, we had to re-engage, thanking them and sending private messages.
Results
We not only had very happy weekly winners with personalised gold pendants, but also had
160% increase in fan base
64,033 Arab women voicing their inner thoughts
67% boost in sales during the period of the promotion
Response Rates – 715,172 actions on the page
Click throughs – 0.88%
Sales cost per response – 0.07$
Credits
Mike Shackle |
Grey Worldwide Dubai |
Chief Creative Officer |
Vidya Manmohan |
Grey Worldwide Dubai |
Executive Creative Director |
Bernat Motjer |
Grey Worldwide Dubai |
Senior Art Director |
Ivan Rios |
Grey Worldwide Dubai |
Digital Associate Creative Director |
Rohit Arora |
Grey Worldwide Dubai |
Planning Director |
Omaima Saad |
Grey Worldwide Dubai |
Arabic Associate Creative Director |
Zeina Hakam |
Grey Worldwide Dubai |
Social Media Manager |
Hala Mounayer |
Grey Worldwide Dubai |
Account Director |
Rolando Ruiz |
Grey Worldwide Dubai |
Art Director |
Srinivas Sarma |
Grey Worldwide Dubai |
Graphic Designer |
Fadi El Assi |
Grey Worldwide Dubai |
Client Services Director |
Cris Meza |
Grey Worldwide Dubai |
Business Director |