2016 Winners & Shortlists

Brief Explanation

In 2015, ‘Puck’ transformed from a cheese jar brand to a master brand and took a more emotional route in its communication to reach the hearts of its target audience, mothers ages 20-44 years. Puck re-launched itself as a passionate supporter of mothers, the everyday chefs who work wonders in the kitchen for their families. With its audience being avid users of social media, Puck decided, ahead of launching its TVC, print, outdoor and in-store ads, to launch its new concept first on social media by seeding crowd-sourced videos that'd bring its concept to life in a heartfelt, sincere way.

Results and Effectiveness

Puck target audience found the videos extremely relevant and engaging and wanted to learn more about ‘Puck’! The overall interaction rate of the campaign was 17%, well over the market benchmark of 2-3%. The campaign gathered 775,681 video views, and the full video view averaged at 34%, above the market norms of 25-30%. Puck gained more than 9000 page likes on its Facebook page, PuckArabia, with an extremely high level of tagging and positive comments from viewers. In addition, Puck’s top of mind awareness increased 6% and its market share increased by 2% post campaign.

Creative Execution

To create content that's engaging and relevant, Puck crowd-sourced videos online. Receiving numerous scripts from Middle Eastern filmmakers, Puck carefully selected 4 stories that were the most relevant to its consumer insights and had a strong emotional connection with its new communication. The filmmakers developed these stories into short videos that celebrated real moments in a mother's typical day. For distribution, the videos were embedded from Youtube within a Puck branded player that was seeded and shared across social channels for Mother’s Day. The player included banners linking users to Puck’s Facebook page to connect further with the brand.

Insights, Strategy and the Idea

Puck target audience are Middle Eastern mothers, ages 20-44. They love dairy and believe it's of paramount importance for their children's wellbeing. They are brand conscious and very involved in cooking for their families. According to a study Puck conducted in KSA, one of its leading markets, its target audience uses social media daily for cooking inspiration, add to it that video consumption in the region is one of the highest in the world and video content is the most engaging medium. So for its re-launch, Puck decided to run a video-led social media campaign timing it with Mother's Day.