2019 Winners & Shortlists

Why is this work relevant for Media?

Content created has been catered to the digital space in terms of visual, messaging, and more importantly hyper-targeting required to reach the right audience based on specific insights detected; to solidify a digital ecosystem influenced by the topics on the website.

Background.

Saudi women are on the front line of change. They are more educated, they are driving, and they are exposed to new possibilities… However, it was still the beginning of the journey. In fact, women were still facing many obstacles in other areas that mattered to them. As a leading brand whose purpose is to make a real difference in women’s lives, how could Maggi play an active role in supporting them? Objectives: • Contribute to a real change on-ground • Become a source of advice (by driving traffic to website through a centralized digital user journey) • Reach (despite 24% drop in media budget vs previous year) • Drive traffic to website through a centralized digital user journey • Generate above norm engagement rate on FB and IG (category norm 4%), and a 20% view-through rate on YouTube (regional norm 14%)

Describe the creative idea/insights

Using Google Trends, we noticed that the top searches among Saudi women were related to employment: “How can I start working?”, “How can I open a business?”. This was a revelation: a topic that was ignored for so long and overshadowed in the news by women driving, and cinemas opening in the Kingdom. They were longing to work but were struggling and were still not getting the right support from the community, and men. It was still not socially acceptable for them to work. MAGGI wanted to change that. After all, true empowerment begins with economic independence. But how does a food brand talk business? “Food Opens Doors” was our creative idea. Data showed that interest in ‘food businesses’ was rising, and possibilities were endless: food trucks, Insta-food businesses, restaurants etc.. We decided to search online and on-ground for real, ambitious women who were struggling, and help them succeed.

Describe the strategy.

Through pinpointed data research, social listening, tools and analytics, we identified different women who were asking for help on social platforms on how to open their business; and paired them with those well-recognized influencers to share their knowledge and advice on how to succeed based on their own experiences. The stories were amplified through Search, programmatic, YouTube and social media, expanding the reach of our message, in a targeted way based on what women were searching for. Strategy focused less on raising awareness and more on ensuring content resonated with our target audience (females, 20-45) and centralizing user journey on website. We followed a funnel segmented approach under three phases: Encounter, Consider, & Advocate. We collected audiences on individual platforms (content viewers, organic viewers, ad engagers), created look-alike audiences, & aggregated data through audience buckets created on Google Analytics to push remarketing across Google products.

Describe the execution.

The stories were featured as episodes on YouTube, showcasing how those influencers mentored and helped the women depending on their struggles. On social media, we offered real-time advice through tips, articles, business plans; and gave women at mass the opportunity to have live social influencer discussions to make the experience more personal and get advice on their own businesses. The website encapsulated all content creating a reliable source people could go back to. On FB & IG, we served PPLAs to drive views & generate website traffic by embedding specific tips & episode URLS. Ad formats per channel differed to accommodate user experience across FB, IG, Snapchat, & YouTube. On FB, IG, & Snapchat, targeted audience who landed on Business pages (pixels on site), interacted with previous assets, & prospected new audience. On YouTube, we built remarketing lists to distribute ads to more receptive audience based on their user journey.

List the results.

Effective use of data led to ground-breaking results: MAGGI inspired millions of women who had the ambition but lacked the courage to start. • 218M impressions and 28.7M video views (across all platforms) • 79% reach on FB/IG • Completion rate on FB/IG @30% (3x industry norm) and 28% on YT (2x industry norm) • Active engagement rate on FB/IG of 15% (industry norm 4%) • We drove 533K sessions on site with a massive time spent of 2min 10sec • Massive engagement with influencers who interacted with thousands of women Real impact on-ground: • New businesses opened even in the most conservative parts of Saudi, defying cultural norms and inspiring many others. • Small businesses expanded • As per Eman, Saudi YouTube creator: “When a woman goes on camera and breaks the rules, she pushes other women to do the same… and she is basically telling them it’s ok!”