2016 Winners & Shortlists

Brief Explanation

Rani aimed to promote its new Guava flavor amidst fierce local competition by engaging with consumers aged 15 to 25 in an authentic way. Egyptians are well known for their light heartedness, sarcasm, and sense of humor, traits which have translated into common colloquial terminology. One well-known Egyptian expression is “Kees Gawafa”, literally translated “Bag of Guava.” The term is often used to refer to a dunce or a useless individual. We leveraged this local Egyptian expression, to ask young consumers to help us reshape public opinion about the fruit and restore its status as one of Egypt’s best-loved flavors.

Results and Effectiveness

April sales were higher than the entire Q1 2015, with 400K cases sold since campaign launch. A 0.5% market share gain (Source: Nielson 2015 Report) Reached approximately 70% of the target segment in Egypt and approximately 22% of Egyptian population (Source : Facebook, R&F Tool) 12 million reached on Facebook, the highest for any Rani campaign (Source : Facebook R&F tool, internal benchmarks) 10 million + potential organic reach through influencer partnerships (Source : Influencer social media statistics) Fan base on RANI Egypt Facebook page increased by over 19% to 984,319 between March and end July 2015

Creative Execution

Facebook was used as the central platform to tease and launch the full fledged campaign; eventually being the primary engagement platform to which Rani asked for user stories about the Origin of Kees Gawafa Youtube was used a pure reach distribution channel for the central video; which hit more than 3.3 million views. Twitter was used to add incremental reach; to amplify and invite engagement with the video and the hashtag.

Insights, Strategy and the Idea

The young Egyptian audience is one of the most active and highly engaged on social media. So Rani launched exclusively on social media channels; primarily Facebook and Youtube, targeting Rani's TG of 15 to 25 y/o. A presence was made on twitter but de priortized due to Egyptian user behaviour of the platform - for news updates. The Egyptians are well known for their light heartedness, sarcasm, and sense of humor, traits which have translated into common colloquial terminology. One known Egyptian expression is “Kees Gawafa”, literally translated “Bag of Guava" ; used to refer to a dunce or useless individual.