2017 Winners & Shortlists

The Campaign

From not wanting to try new cooking for fear of displeasing her husband, to the anxiety related to pursuing of a professional career, Saudi women lack the confidence to do the things that they truly want to do; believing that they are limited in their achievements. MAGGI respectfully disagrees, and believes that every woman is a force for change. MAGGI Diaries is about celebrating Arab women who have defied the status quo, and improved, not only their own lives, but their communities as well. In every episode, MAGGI ambassadors travel across the region to meet these real, exceptional women fighting for positive changes within the region. MAGGI Diaries calls for all women to realize the power within, to overcome the challenges and obstacles before them, and ultimately become #WomenOfChange.

Creative Execution

Each MAGGI Diaries episode focuses on a social cause significant to women in the region. Each piece of allows for real-life audience participation in the form of: •Donations - to raise awareness of childhood illiteracy in Morocco. •Training - viewers could receive self-defense training by downloading tips and videos to help fight domestic abuse following the SheFighter episode. •Interaction with the #WomenOfChange - through both FB Live Sessions, as well as interviews on MBC’s The Morning Show. •Nominations - viewers can propose their own story, or other #WomenOfChange to MAGGI for future content. •Graphic Novel –the limited edition #WomenOfChange Graphic Novel portrayed 3 women from past MAGGI Diaries episodes as the modern day heroines for female empowerment in the region. •Downloads – with limited copies available, the #WomenOfChange Graphic Novel was available for download on MAGGI’s website. •Teaser Posters – visually showcasing the struggles each woman faced throughout her journey.

Reach & Engagement: •20M video views (across all platforms). •75M+ impressions (across the entirety of the campaign). •20,000+ new subscribers on the MAGGI Arabia YouTube Channel. •A 30% average VTR on YouTube (industry norm 14%). •Unique reach of 4.2 million on Facebook. •21% engagement rate on FB (4X the category norm) •Brand loyalty increased - 75% to 80%. Business Targets: -Organic Growth For the challenges faced throughout the year, leaving 2016 with a 9.1% Organic Growth rate (Obj: 10%) is an extremely positive results for the brand. -Market Share Increased across all priority markets: KSA: 75% to 81%; KWT: 76% to 86%; UAE: 78% to 84%. Sources: Facebook analytics, Youtube analytics, Nestlé internal sales data, AC Nielsen Retail Audits

The aspiration to do more is a unanimous ideology held by almost ever woman across the globe. However, in the Middle East, women can often feel limited in their abilities to do so, and trapped by the traditional conventions of society. MAGGI wants to speak directly with these women, empower them, and prove that every woman can be a force for change. Following the insight that Arab women are inspired by other women, MAGGI wanted to document true, real-life stories of ordinary women overcoming obstacles, and challenges to change the world, and societies around them. The MAGGI Diaries episodes are supported by an interactive ecosystem, consisting of adaptive content leveraged across all social media platforms - from Facebook live sessions that allow consumer interaction with MAGGI ambassadors, to downloadable video content, and real-time interaction between consumers, and the brand.