2016 Winners & Shortlists

Brief Explanation

We had already established the Laban Ayran product in Kuwait, but with our plans to launch three brand new flavours, we had some work cut out for us. Unfortunately, we didn’t have much of a budget, and we faced a supply chain problem. The products were only going to be sold through the Kababji chain. To increase sales, awareness and engagement, we had to take an approach that would give us the most reach for money. Social media was the obvious choice. But we thought one month in particular could give us all the amplification we needed…

Results and Effectiveness

Our results demonstrated we didn’t need a huge budget to make an impact. Not only did Kababji sales more than double during the campaign, but its Instagram following grew by 23% - and engagement rates rose by 40%. Comments rose from an average of 10 comments per post to an average of 250, demonstrating the power of fun, shareable content that encourages users to interact.

Creative Execution

We needed as much influence as possible – so we focused on celebrities. We approached four well known social media influencers, two designers and two comedians. They produced photos and videos then posted to their respective pages, and on the Kababji page as well. We also created more shareable content, in the form of a number of caricatures. We commissioned drawings of funny stereotypes such as a nerd, a mechanic, encouraged users to tag pictures with friends who they believed looked like the person in the caricature. This strategy promoted engagement and encouraged plenty of online sharing for the campaign.

Insights, Strategy and the Idea

The men of Kuwait love a good moustache. In fact, having a moustache is a great sign of masculinity within Kuwaiti culture. When the men of Kuwait drink Laban, they end up with a different kind of moustache – a white moustache left by our product. So to make sure our product had as much power as possible, we wanted to launch during a month that was designed to give moustaches the most amount of attention – Movember. Given social movements gather steam on social media, we focused there – with influencers and light content on Facebook and Instagram.