2018 Winners & Shortlists

ON BILLION STEP CAMPAIGN

Client/BrandNAHDI PHARMACY
Product/ServiceHEALTHCARE
Entrant77 MEDIA Jeddah, SAUDI ARABIA
Type of EntryUse of Mobile
CategorySocial for Mobile
Idea Creation AL NAHDI Jeddah, SAUDI ARABIA
Media Placement STARCOM Jeddah, SAUDI ARABIA

The Campaign

Since Nahdi is a leading healthcare provider, they noticed there is an increase when it comes to obesity in the Kingdom of Saudi Arabia and thought of many ways to create awareness around the topic. Nahdi decided to do a CSR campaign that engages with their audience and the mass public as well as raises the necessary awareness around the topic.

Creative Execution

1 December: -Teaser/Revealer -Video Launch 2 January: - Social Media Content - SnapChat Geofilters - Activation Coverage - Corporate Videos 3 February: - Target Reach Announcement - PR Event Content: To effectively encourage people to change their behavior we took a multifaceted approach to our content using a variety mixed media (photography, infographics, video) covering five themes (teaser/revealer, download App, Educational, Motivational, & Lifestyle) totaling forty posts plus the launch of our main video. We also created a SnapChat filter and a Nahdi Beat available on SoundCloud to complement on-ground activity. Influencers: We used over over 40 influencers in total by participating in a tagging challenge that maximized engagement: 1) Post a video while walking 2) Challenge 3 people to walk One Billion Steps by tagging them 3) CTA download the App 4 March - onwards: Sustaining phase with content and ads to drive people to download the mobile app Content: To effectively encourage people to change their behavior we took a multifaceted approach to our content using a variety mixed media (photography, infographics, video) covering five themes (teaser/revealer, download App, Educational, Motivational, & Lifestyle) totaling forty posts plus the launch of our main video. We also created a SnapChat filter and a Nahdi Beat available on SoundCloud to complement on-ground activity. Influencers: We used over over 40 influencers in total by participating in a tagging challenge that maximized engagement: 1) Post a video while walking 2) Challenge 3 people to walk One Billion Steps by tagging them 3) CTA download the App

With the right mix of well-crafted content from copywriting to visuals and the use of influencers, the campaign created a nationwide buzz and exceeded all expectations. - Over 90 million impressions - Over 400 thousand engagement - Over 10 million video views - Over 9 million reach Achievement: Our goal was to reach 1 billion step, we exceeded the goal and reached 3.5 billion steps

Target Audience: 18-40 years old males and females in Saudi Arabia People concerned over lifestyle disease such as heart and diabetes. People concerned over health, wellness, and fitness. Platforms: Facebook, Twitter, Instagram, YouTube and Snapchat Approach: Since our goal was to encourage activity, it was crucial not to isolate our online initiatives from a real one on-ground in order to change peoples behavior. This is why -in addition to our content- influencers became an integral part of the campaign as they were positioned as community role models that mixed between social sharing and on ground activation and thus bringing the campaign to life, increasing credibility, and garnering the highest engagement with the public

Credits

Name Company Position
Lulwa Al Harbi 77 Social Head of 77 Social
Heba Ouf 77 Social Account Executive
Samar Nafie 77 Social Graphic Designer
Lana Abed 77 Social Graphic Designer
Abdel Monaim Aljabri 77 Social Animator
Abdullah Al-Meslmani 77 Social Video Content Manager
Tasneem Al Najjar 77 Social Account Manager
Jumana Suboh 77 Social Influencer Manager
Hind Hasaballah 77 Social Campaign Manager
Zainah Ajeenah 77 Social Community Manager
Rawan Matar Nahdi Digital Marketing Manager
Ali Bashraahil Nahdi Marketing Assistant
Sara Turkistani Nahdi Head of Health and Community Service
Mohamed Taylor Nahdi Marketing Director
Links
Video URL