2016 Winners & Shortlists

Creative Execution

The webisodes were supported by an interactive ecosystem including adaptive content leveraged across all social media platforms, allowing real time interaction between consumers and the brand. • YouTube: as video inspiration, amplifying views and maximizing reach. Its user-friendly interface enhanced the experience of video and recipe discovery. • Facebook: accelerated engagement by driving conversations and preparing the way for a change in habits through daily posts and competitions. • Instagram: Instagram was a food travel diary showcasing the authenticity of the experiences • Twitter kept people up-to-date with the journey, further enhanced by the ambassadors’ experiences.

Women engaged avidly with our content: •69% of those who watched “Diaries” said that it inspired them to change something in their lives. •MAGGI bouillon volumes grew, by 90% (UAE), 14% (Kuwait), and 10% (Lebanon) •Diaries’ YouTube channel had an 18% view-through rate (versus a regional norm of 14%). Facebook had a category-leading 24% engagement rate while the brand saw a 400% growth on Instagram since launch. Twitter had an engagement of 9% and 14,959 new followers. “Diaries” had 26 million views across all channels. •Finally, “Diaries” was a marketing success, delivering an ROI of 308% for the brand.

MAGGI wanted to grow the cooking aids category by engaging women with our purpose, and promise “make a difference”. The idea for “Diaries” originated around the insight that Arab women, our target, draw strength from other women. Our strategy was to use true stories of women who have overcome challenges to realise their dreams to inspire our audience to do the same, proving that every woman can be a force for change. “Diaries” unveiled the stories of women like Noura, who didn’t stop until she got Saudi government approval to open her own catering company, and Sunita, who turned a girls’ orphanage into a place of hope. Content was released weekly as a series of webisodes on a custom YouTube channel. Multiple targeting methods ensured that we reached our audience across devices & platforms. We used TVSync formats with an Ad-Break strategy, ensuring our ads appear when women are multi-screening.