STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
GOOD PEOPLE Beirut, LEBANON
The objective was to build affinity and increase awareness for the brand.
We were inspired by the balcony culture in Lebanon where the ladies spend most of their days in this open space enjoying the morning talks over a cup of Turkish coffee and mingling with the neighbors.
With no holiday decoration, garbage crisis, and lack of cheer, national sense of helplessness grew among the Lebanese citizens.
The initiative came as a surprise to our ladies just in time for Christmas to light up their spirit and neighborhood and offer them something simple to smile about in those tough times.
Results and Effectiveness
Despite the low budget put behind this initiative, be it in shoot, editing or media investment, the results were fantastic.
We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life.
Seeding the video on Facebook, we managed to:
• Attain 800K views out of a potential audience of 500K
• Generate 99.96% positive sentiment as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product!
• Generate 13x engagement rate compared to industry standards (11% versus 0.83%)
Facebook was the chosen medium to target our consumers, as this is where they spend most of their time when having a break from their household chores.
After filming and crafting the edit, we uploaded the online video on the Bonux Facebook page where the media team did support by promoting the video targeting our ladies and optimizing on cost given our limited budget.
The video became like a Christmas card where people were tagging each other and wishing their families and friends Merry Christmas.
Insights, Strategy and the Idea
Bonux is for the ladies with smart solutions that are able with simple ingredients like pegs to turn gloomy neighborhoods into a celebration.
The idea was to bring them joy from simple things and help them make from the pegs more than just laundry hangers, holding to our purpose of helping her make lemonade when life gives her lemons.
Having a limited budget, we used Facebook to directly target our ladies, as this is where they resort to when taking a break from household chores by consuming content that gives them a sense of reassurance for their optimism.