2016 Winners & Shortlists

Brief Explanation

Business Objectives - To implement a consumer promotion based on brand values and not value-for-money. Marketing & Communications Objectives - They wanted to genuinely connect with women in the Arab world; without being another brand that attempts to connect on a superficial level. Women in the region too yearned for self identity but the cultural norms were a threat. Raffaello was in the process of shifting their platform from 'Sophisticated self indulgence' to 'Soul-searching' and this was the perfect setting to engage through a meaningful promotion and help women in the Arab world discover who they truly were.

Results and Effectiveness

We not only had very happy weekly winners with personalised gold pendants, but also had 160% increase in fan base 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$ In such a conservative and strict society we had 64,033 Arab women voicing their inner thoughts and this is just the beginning.

Creative Execution

A microsite was launched to enable users to invite their friends through Facebook to help discover themselves. And in parallel, an emotional video was seeded on Facebook to drive traffic back to the microsite. As per the original plan, 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 with them, even thanking them and in some cases sending private messages too.

Insights, Strategy and the Idea

The cultural setup in the Arab world does not allow a brand to interact with women on a one-on-one basis. However, Raffaello had to increase brand affinity and relevance with their core target. Strategy: Arab women actually fake their identities to engage on social media and this cannot pose as a threat to their lives. So we carefully designed a digital promotion/activation, whereby women could feel free to interact and engage and as a result also find an identity for themselves.