2016 Winners & Shortlists

Creative Execution

An inspirational and intimate multi-faceted campaign involving video, animations, static posts, photo galleries and blogs: - through the magic of storytelling, - through engaging sleeping situations photos. The online campaign was carried out on these social channels: - Facebook Mamas and Papas Arabia - Instagram account of Karen: Karen_w_b - Snapchat account of Karen: Karen_w_b - Karen’s blog: http://www.karenschoice.com/ Implementation: - 2 x boosting posts a week at FB page Mamas and Papas Middle East - 6 x Instagram post on influencer’s channel - 4 x Snapchat post on influencer’s channel - 1 x blog post published on influencer’s blog

Results on owned media and on KOL's media: • Owned media: Mamas & Papas Facebook Page - Total reach: 2.9M - Total Likes: 65,940 - Total Comments: 460 - Total Shares: 1,562 - Total Views: 437,795 - Total Engagement: 67,962 - Most liked post: Image of sleeping situation on December 11- 13,000 likes - Post with highest engagement rate: Teaser Video in Arabic published on November 6- received 39% engagement rate (organic reached) • KOL media: Karen’s Instagram’s account - Total likes: 33,483 - Total comments: 2,250 - Total engagement: 35,733 Karen’s Snapchat’s account - Total reach: 65,459

Mamas & Papas celebrated the magic of Disney’s classic characters, Bambi and Pinocchio, through an endearing social campaign focused around storytelling and featuring the new baby collection. Campaign’s Objectives: - Engage local young mothers emotionally with M&P brand values – style and family. - Effectively establish a meaningful Arabic dialogue with the target audience on the social space; this had not been effected in previous social endeavours. - Position Mama’s & Papa’s as a family comes first store, "Join our Family" Social Strategy: Using the influencer to showcase the campaign’s core values, attributes and sentiment. Target audience: Local GCC stylish young mothers who are opinion leaders and trend setters. The insight & the idea: The endearing campaign shared the precious moments between our Influencer and her babies. This was highlighted in two ways: through the magic of storytelling and creating memorable images for our social followers to share.