2017 Winners & Shortlists

MAGGI DIARIES: WOMEN OF CHANGE

BrandNESTLÉ
Product/ServiceMAGGI
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategorySocial Purpose
Idea Creation PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement 2 MEC MENA Dubai, UNITED ARAB EMIRATES
PR PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production 2 FILMMASTER Dubai, UNITED ARAB EMIRATES

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 highlights a particular social cause relevant to women in the region. To mobilize audience support, we allowed for real-life audience participation as the stories unfolded. For example, after raising awareness for childhood illiteracy in Morocco, MAGGI Diaries used social media channels, and opened an online platform to collect donations to build a school for those in need. Following the SheFighter episode, viewers could get trained on self-defense by downloading tips and videos, helping to fight against domestic abuse. In an effort to appeal to a younger, more progressive audience, we developed an original, limited edition Graphic Novel called #WomenOfChange”, portraying three women from past MAGGI diaries episodes as modern day heroines for female empowerment. Adapted to both English and Arabic, we even features a link to download a free copy on MAGGI’s website.

In addition to the business and engagement results, we raised US$15,000 online to build a school for the village, it’s under construction making a difference in the lives of the kids of Morocco. 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&Youtube analytics, Nestlé internal sales data, AC Nielsen Retail Audits

Women in the Middle East want to be a force for change. The purpose of MAGGI Diaries is to inspire these women to push to make a difference for themselves and future generations. Knowing that our audience gravitates towards brands with real-world purpose, MAGGI Diaries wanted to strengthen its platform for women’s empowerment in the region. To grow engagement for the social causes MAGGI supports, every episode highlights a particular cause – from domestic violence, to the refugee crises. We used TV to raise awareness, and moved the content online to drive engagement. Content was extended on our social media platforms, and allowed the audience to be a part of the cause by donating funds to help build schools, train against domestic abuse, aid in blood donation, and help spread the awareness of exceptional women in the Middle East.

Credits

Name Company Role
Bechara Mouzannar Publicis Communications Regional CCO
Jan Leube Publicis Middle East Regional Executive Creative Director
Myrna Khoury Publicis Middle East Deputy General Manager
Stefania Hurtafo Publicis Middle East Account Director
Kimi Nath Publicis Middle East Regional Planning Director
Fabio Barros Publicis Middle East Senior Art Director
Abdel Hamid Bekhettou Publicis Middle East Senior Arabic Conceptualizer
Braden Deatcher Publicis Middle East Senior English Copywriter
Haitham Medhat Publicis Middle East Senior Art Director
Nadia Karim Publicis Middle East Art Director
Rola Haddad Publicis Middle East Account Manager
Hayat Tabsh Publicis Middle East Account Executive
Fatima Shaikh MEC MEA Regional Head Middle East & North Africa
Sofia Sacre MEC MEA Group Account Manager – Social
Massimiliano Ambrosini Filmmasters MEA Creative Director
Emile Douaihy Nestle Middle East Business Executive Officer
Jessy Abdulnour Nestle Middle East Group Product Manager
Maiada ElShahawy Nestle Middle East Consumer Experience Brand Manager
Links
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