2016 Winners & Shortlists

Brief Explanation

• We‘re a digital start-up launching ‘insydo‘ in a highly competitive industry; we had one shot to put insydo on the map. • We took a high-risk approach and built the campaign around our Marketing Manager, Steve. • Publically set Steve a one-month challenge to campaign and get 100,000 people searching on insydo to save his job. • The campaign, ‘Save Steve’s Job’- played on the cheeky connection to Apple. Approach: • Sell the truth: Steve represents the real start-up pressure, which helped humanise the marketing and hook people into our brand story. • Steve’s relatable to our target demographic.

Results and Effectiveness

‘Save Steve‘s Job‘ campaign is still ongoing, but here are our results 2 weeks in: • Over 250,000 searches on insydo. • Conversion from microsite to insydo was 62%. • User engagement on insydo increased by 1000%. • Reached over 3.3 million on Facebook. • Over 56,000 interactions on social. • 72% of the target audience engaged. • Conversion of 37% from Facebook to insydo. • 9-minute response time to every post (officially stated by Facebook). • Overwhelming user comments e.g. “Finally… some creative work worth shouting about in a very vanilla marketing environment…”

Creative Execution

• Launched an interactive microsite savestevesjob.com with options for users to engage including ‘Watch Steve Sweat‘ – leading to insydo‘s Facebook page. • Engaged with key influencers who extended the story over their social channels. • Applied different creatives for social posts tailoring them to our audience via Facebook targeting. • DJs promoted the campaign over social media and radio to build a connection between the billboards and the story. • Implemented (and adapted on the fly!) a rigorous social calendar. • The bold visuals were adapted and echoed across all media channels during a concentrated period, igniting a buzz around the city.

Insights, Strategy and the Idea

Our target audience is mass: both genders, expats and aged between 25 –40. They spend approx. 1.6 hours on social media per day, and search on Google at least 14 times a week - 80% of them via mobile. Resulting in a social media plan of: • We unfolded the story through daily campaign updates on social to engage our digitally savvy audience. • Our interactive microsite savestevesjob.com gave users an option to ‘Watch Steve Sweat‘ – leading to insydo‘s Facebook page. • Targeted influencers with a strong regional reach in Dubai.