2018 Winners & Shortlists

MARRIAGE AGAINST OBSTACLES - SAYIDATY YOUTH AWARENESS CAMPAIGN

Client/BrandSAYIDATY
Product/ServiceSAYIDATY ONLINE CAMPAIGN
EntrantSAYIDATY Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryCorporate Social Responsibility
Idea Creation SAYIDATY Dubai, UNITED ARAB EMIRATES
Production SAYIDATY Dubai, UNITED ARAB EMIRATES

The Campaign

The idea started with launching a survey that attracted the visitors of sayidaty.net to collect accurate data on the status of marriage in the Arab world. The campaign objective is to increase the conversation around the marriage online, enable the young visitors to express themselves and their opinions and to increase awareness of the different challenges and how to overcome them through providing credible content .

Creative Execution

The campaign has went into the following phases. Idea creation and research :this included planning the campaign with the development of microsite, logo, survey, content team, social media marketing and with the coverage on TV. Design and implementation of the micro-site: The micro-site was built under sayidaty.net umbrella with a unique look and feel. Content production: Sayidaty produced over 110 topics and 20 videos that talk about marriage success stories and experts’ advice. Marketing activation plan : the execution of the marketing campaign included TV coverage, social media posting and online promotions. Marriage event:. Sayidaty has helped a couple who shared their information from Jordan to get married where we were able to cover all marriage expenses from partners. The marriage with supporting videos were promoted online.

Microsite traffic: Users :120,959 Page views: 554,569 Sessions: 262,146 participants at the survey: 8,168 Traffic sources: Social 106,771 Organic Search 58,798 Direct 24,256 Referral 21,585 (Other) 6,901 Email 2,927 Paid Search 772 Display 73 Twitter: ? Over 22,700 new followers joined our Twitter account.. ? Gained more than 83,600 likes, 26,200 retweets & 5,300 replies.. Instagram : Over 164,000 new fans followed Sayidaty.net Insta account.. Gained more than 3.9M likes & 123,000 comments.. Facebook: More than 128,000 new fans joined our FB page.. Achieved more than 7.1M reactions, 300,000 comments & 324,000 shares.

This campaign has used all online media channels that we had to spread the maximum awareness on a very important social study about Marriage in the Arab World.

Insights, Strategy and the Idea

A Microsite was developed under the umbrella of sayidaty.net that had the following sections: - Experts advice - Success stories - Social sharing feature - Videos section - Secret confessions section ( where couples can share the obstacles they face forbidding them to get married) strategy Sayidaty has the largest reach online and marked as the number one arab female magazine in the MENA region and 7th among the top websites (Latest Effective Measure study Jan2018) with over 6 million visitors monthly. Strategy was to use Sayidaty.net reach on web , social media and on TV to distribute content, videos and interactive posts encouraging visitors to share their own experiences and to open a dialogue online towards Sayidaty findings and to visit the website and get influenced with what experts had to say. Campaign content targeted both recently married and young generation in the age of marriage from both females and males. The campaign was

Credits

Name Company Position
Hadia Said Sayidaty Editorial Manager
Lina Hourany Sayidaty Senior Editor
Yazan Al Dweik Sayidaty Production Supervisor
Nour Al Masri Sayidaty Digital Marketing Director
Hala Al Habazi Sayidaty Editor
Hadeel Haidary Sayidaty Project Coordinator
Links
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