2016 Winners & Shortlists

Brief Explanation

The Middle East is a place of rapid change, but not so much when it comes to female individuality. Many women here long for freedom, equality & new experiences. But this craving is thwarted by a fear of family disintegration & native cultural breakdown. So instead, women resort to the stability & security of a familiar cultural identity & integrity. Through MAGGI Diaries, we showed the power women had to inspire a meaningful difference in the lives of their families and also their society.

Results and Effectiveness

MAGGI Diaries helped to achieve growth while distancing MAGGI from its competitors: 1. Driving volume growth: MAGGI bouillon grew volumes by 90% in the UAE, 14% in Kuwait, and 10% in Lebanon. 2. Growing Bouillon market shares: MAGGI’s market shares increased by more than they had in the previous ten months. (77.7% vs. 75.2% KWT, 85.2% vs. 79.5% UAE) 3. Creating engagement for MAGGI: • 49,799,530 impressions • Over 26M views. • A 21% engagement rate on FB, over 4 times the category norm of 4% • An 18% View-through-rate on YouTube -- versus a regional norm of 14%

Creative Execution

We once again partnered with Google’s Zoo Team to create an immersive YouTube Channel and together designed features aimed at enticing women to follow and interact with our ambassadors. We released our content weekly, utilizing multiple targeting methods to reach our audience across devices & platforms. We used TVSync formats with an Ad-Break strategy, ensuring our ads appear when women are multi-screening during their favorite prime time TV programs. We also developed audience segments to further lift the engagement with our content. Our publishing strategy allowed for real-time engagement with our ambassadors through our social channels, primarily Facebook & Instagram.

Insights, Strategy and the Idea

Women in the Middle East rule their kitchens, but at the same time feel trapped inside them. They are nevertheless slowly changing, and yet, for all their cravings for new experiences, they often lack the confidence to just try. In the Middle East, social media plays a very big role in women's daily lives. They turn to it as a means to seek information and gain access to other women's experiences and solutions. We wanted to give them readily available access to content and open their eyes to a whole new world of culinary and cultural discoveries.