2019 Winners & Shortlists

Synopsis.

“How can a brand love platform drive significant sales results??” It was a challenge everyone thought was impossible to meet without functional product communication. It was a myth we needed to break and prove that Brands with a purpose are the ones that thrive and grow, by achieving 2 goals at the same time: - Deliver on the Brand purpose of “making a difference in women’s lives”. - Deliver on aggressive business objectives. Consumer insight: From fear of trying new recipes and displeasing her husband, to the anxiety related to pursuing a professional career, Saudi women lacked the confidence to do the things 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. In this season's MAGGI Diaries, we decided to celebrate Arab women who have defied the status quo, and improved, not only their own lives, but also their communities. MAGGI ambassadors travelled across the region to meet these real, exceptional women fighting for positive changes within the region. We supported them and documented the journey in the form of episodes on YouTube. MAGGI Diaries called for all women to realize the power within, to overcome the challenges and obstacles before them, and ultimately become #WomenOfChange. We had Lina Khalifeh the “She Fighter” fighting for domestic abuse, “Safiya” a disabled artist who brings out extraordinary talents in disabled kids and Muna El Harib the first Emirati woman to go into refugee camps etc.. These causes needed the right attention, so we integrated the stories as a weekly segment on the morning show of MBC - the most watched TV network in the region. YouTube and social media continually pushed more content and created engagement. With comic culture continuing to flood the Middle East, we appointed three artists to illustrate the lives of three #WomenOfChange in the region, creating an original, limited edition Graphic Novel that reignited the flame for female empowerment in the region. MAGGI’s message of empowerment resonated with countless Arab women. Reach & Engagement*: • 15M+ video views (across all platforms) • 75M+ impressions delivered • 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 metrics**: • Brand loyalty increased (75% to 83% 2016 vs 2015). Business Targets: - Organic Growth*** An outstanding 9.1% Organic growth on MAGGI bouillon. o Market Share**** Increased across priority markets end 2015 vs end 2016: KSA: 73% to 81%; KWT: 76% to 86%; UAE: 78% to 84%. Sources: • *DoubleClick Manager, Facebook Ads manager, Google Analytics • **Ipsos Brand health tracker 2016 and 2017 • ***Nestle internal sales data • ****Nielson retail audits