2017 Winners & Shortlists

The Campaign

With all the region’s malls cluttered with global competitor brands such as Victoria’s Secret, Calvin Klein, La Senza and Oysho, and e-commerce sites such as Boutique De Lola grabbing market share, Nayomi was struggling to maintain its piece of the pie. The idea stemmed from navigating cultural sensitives in order to avoid causing any discomfort to consumers, but still creating the right environment for Nayomi to express their brand identity and products to a digitally savvy audience. The insight came from a strong understanding of our audience, their needs and their desires. Our research showed social platforms can influence user’s spending with 69% in KSA saying they rely on Instagram for gift ideas and 70% rely on Facebook in UAE. Taking that into consideration, we have noticed that the competition is not digitally active, thus it offered Nayomi a competitive advantage to lead the digital marketing scene.

Creative Execution

Step 1 – Content - We used sequential videos to communicate with our audience on high affinity female portals through the use of 100% SOV formats (Homepage or relevant section takeover), and social platforms (YouTube, Facebook, and Instagram). Step 2 – Context - Using programmatic in real time we re-targeted our previously engaged audience form phase 1 with standout rich media to drive traffic to Nayomi’s website. Step 3 – Conversation - We retargeted across social with new creative and videos using carousel and canvas on Facebook to tell Nayomi’s Ramadan story. The social campaign was also supported with content that was natively promoted on premium female portals to give the readers ideas about gifting options, available products and price range Step 4 – Conversion - During the last week of Ramadan and first few days of Eid, we used geo-fencing based around Nayomi’s stores to reach and engage, and

Business: Exceeded the Sales target by 6.31%, with 1.2Mn. Sold items (during Ramadan) Increased the ATV by 12% from SAR 269 to SAR 302 vs. our Target of 9% Marketing and Comms: Around 8K YouTube users took part in the Brand lift survey between controlled and exposed users; resulting in best in class based on studies from similar retail verticals. Awareness = 10.1% increase Consideration = 49% increase Keyword search interest = 1073%! Media: Over 1.4Mn. Video views 75%+ of target; Over 1.6Mn. Social engagements; Social relevancy score of 8 Over 50K Article views with an avg. spent time of 5 mins Over 5 Mn. Duplicated reach with a minimum of 1 Mn. Unique reach Website conversion rate of 47% Using bespoke content and an intimate regional understanding to develop a tactical and measurable campaign allowed us to monitor and adjust our course throughout to deliver a record setting Ramadan.

This campaign was all about reaching the right audience at the right time, using detailed consumer insights to create connections that count resulting in a huge ROI for the client. With increased sales, increased average transactional value and increased brand advocacy, we capitalized on the digital space to reach the audience on every step of the path to purchase.

Insights, Strategy and the Idea

Our strategy revolved around leveraging the magic of the Ramadan and Eid seasons in order to provide context, content and conversations around Nayomi – leading to conversion. We designed a 100% digital and social campaign. Using digital channels and social marketing presented its own challenges, because users would never share their latest underwear purchase on Instagram or Facebook! We needed to get creative and curate content that users would feel comfortable sharing that communicated purchase intent and that would successfully convert digital love onto the shop floor and likes and shares into purchases. Marrying cultural sensitive creative strategy with a powerful insight driven media strategy. We devised a communication approach based on a two phase campaign using 4 pillars - content, context, conversation and conversion. Having recognized the opportunity to own the digital space, this approach pushed consumers along the path to purchase.