2018 Winners & Shortlists

JOHNSON VITA RICH COCOA BUTTER AND SAYIDATY

Client/BrandJOHNSON AND JOHNSON
Product/ServiceVITA RICH COCOA BUTTER
EntrantSAYIDATY Dubai, UNITED ARAB EMIRATES
Type of EntryIntegrated
Idea Creation SAYIDATY Dubai, UNITED ARAB EMIRATES
Idea Creation 2 SAYIDATY DIGITAL GROUP Dubai, UNITED ARAB EMIRATES
Media Placement SAYIDATY Dubai, UNITED ARAB EMIRATES
Media Placement 2 SAYIDATY DIGITAL GROUP Dubai, UNITED ARAB EMIRATES
Production SAYIDATY Dubai, UNITED ARAB EMIRATES
Production 2 SAYIDATY DIGITAL GROUP Dubai, UNITED ARAB EMIRATES

The Campaign

The idea was to use all Sayidaty group media (print and online), video production , social media and ecommerce unit to integrate their offers to full fill the objectives of this campaign.

Creative Execution

The following was the execution plan : 1. printed magazine coverage for the product in Sayidaty that is generates 190,000 copies weekly. 2. Native and Interactive content on Sayidaty.net that is visited by more than 7M users monthly, 3. Social media promoting plan on Sayidaty’s well known social media accounts with 13M likes on FB Page, 1M followers on Instagram and 345K followers on twitter. 4. Collaborating with Influencers for TV commercials and social media videos. TV Commercial that was aired on Significant TV Channels such as MBC, Rotana, Dubai, Abu Dhabi, Zee and Alrai TV. 5. Instore activations with a “recommended by Sayidaty” sticker on each bottle of the product. 6. Offering ecommerce services, where the products were placed in a customized section for J&J products to be sold with a free delivery service and a user friendly experience.

More than 9500 clicks on interactive content and quizzes, over 1M views on J&J engaging content on Sayidaty.net. Reaching out to more than 200K and 90k views on Sayidaty’s social media platforms. Increase in sales for Vita rich cocoa butter.

Sayidaty has offered a fully integrated solution for J&J Cocoa Butter campaign that included branded content from articles and videos, interactive content such as survey, offline in-store activation and TV ad with Sayidaty recommends sticker. Sayidaty offered on top of this it eCommerce services that enabled direct integration between branded content and the chance of visitors to buy directly online. With Sayidaty distribution power and reach online, the full solution became the perfect integrated campaign that any brand can look for when launching a new product.

It can be a challenge to convey the story of personal care products and gain an emotional connection with the readers. And since content has always been the king above all features, Sayidaty has mainly worked on the strategy to develop quality branded content to its readers that integrate Johnson Cocoa butter product showing the real benefits from influences carefully selected to covey the message to Sayidaty audience. Knowing with good content, it will be easier to build the momentum and enable generating online sales ! Therefore Sayidaty mall lately (21st January , 2017) has finalized its offering to start displaying Johnson's products in its eCommerce platform (Sayidaty mall) and integrated all content to enable direct leads to the website. The target audience that was reached were young women, including students and mothers, between the ages of 18 – 35 years.st

Credits

Name Company Position
Nour Almasri Sayidaty Digital Media Director
Zarife Zgheib Alkhaleejaah Digital Sales Director
Hussam El Hage j3mena Digital Supervisor
Hadeel Haidary Sayidaty Project Coordinator
Salam Al Mizari Sayidaty Account Manager
Ameer Nabeeh Sayidaty Video Editor
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