2016 Winners & Shortlists

Brief Explanation

We wanted to raise awareness about Reese’s brand and motivate 25% of Saudis aged 15-35 to try Reese’s chocolate at least once in 2015. We wanted to drive familiarity about the unique product concept of Reese’s having a chocolate and peanut cream combination. Reese’s partnered with Telfaz the production house of most popular YouTube Saudi shows and we selected Alaa Wardi as our campaign ambassador. By using popular social media personalities we encouraged Arab youth to be creative and provide us with original funny content to be used and viewed by the region in Alaa Wardi’s #Bettertogether song for Reese’s

Results and Effectiveness

Sales in Jan-Nov 2015: 25.3% ++ Market share: 43% ++ in Saudi Supermarkets versus Jan-Nov 2014! Total brand awareness 25% ++ Reeses Digital unaided awareness influence increased 50% Social Media result: True view: 1.3 M views, 126,317 views Masthead: 712,695 clicks, 24 M impressions, 2.99% CTR FB video: 2.2M Views, 9184 likes, 1.2K shares, Full Year FB Results: 8.76 M reach, 1.44 M Clicks, 152K likes, 2.23 M Views, 5398 Website Clicks, YouTube Brand lift studies awareness + ad recall: 7.1 M impressions, 1.33 M views, 18.58% VTR

Creative Execution

We teamed up with Alaa Wardi to release a teaser video where he asked from his followers to upload any sound and #????_??_??? (#bettertogether). Once we generated the hype, and received over 1500 entries, Alaa wardi collected these videos and merged them in harmony to create The Reeses Song from user generated sounds. After the revealer, to maintain momentum, we continued our partnership with Telfaz group where we partnered up with one of Telfaz’s most powerful show “ La Yekthar ” in an creative branded content sketch discussing the work of Alaa Wardi and the Reeses Song.

Insights, Strategy and the Idea

Saudi Youth are very active online and socially engaged; they crave the spotlight and love to share their experiences online. 65% TG upload photos online (source: Wave8). Our strategy: Be the brand that provides consumers relevant engaging content Produce relevent content. We worked with Google and found that comedy & music are the most popular genres of video content on YouTube (amongst KSA TG). We partnered with Telfaz (most popular producer of Saudi YouTube shows) and selected Alaa Wardi as the perfect fit for Reese’s brand personality - creative, energetic, sarcastic, humorous – similar to our brand voice. We came up with the perfect combination of music & comedy to mirror the perfect combination of chocolate & peanut butter to produce #BetterTogether song.