2019 Winners & Shortlists

Why is this work relevant for Media?

This entry demonstrates how Consumer Experience-loop if used properly can shift a campaign’s ROI from being a complete failure to a success story by the agency working as a consultant for a “laundry app” client. It was assumed that we are having a simple objective: app downloads... It was much more complicated than that!

Background.

Challenge By developing an insight pool from various digital & offline platforms, we realized that there is serious lack of awareness on laundry apps and on JustClean as a service-provider / brand. Client also explained that the ratio of “downloads vs. usage” is relatively low. On the other hand, client was insisting on launching their first media campaign by concentrating on “consideration” phase ignoring above facts related to “awareness”. Not to mention the difficulty in shifting customers - who have a solid long relation with their laundries based on: experience, trust & service – from a complete in-store experience to a complete digital process.

Describe the creative idea/insights

Our insights indicated that the client is suffering from low awareness (39%) and poor consideration (40%).

Describe the strategy.

Using the CX loop fundamentals: We took a step back and worked on awareness approach Client used a series of educational content of the app benefits Client used sequential approach followed by consideration campaign Our strategy was based on facts that linked analogue to digital: OOH drives smart phone action by 38% (ipsos) 50% of people exposed to OOH will search the brand the same day (HuffPost)

Describe the execution.

Understanding consumer journey & benefiting from insights of when our TA’s is on high consideration levels for laundry services, we advised client on launching & remarketing the audience through their produced series of sequential messages at specific timings when the need for laundry services is at peak: - Targeting employees checking their social accounts in the morning when at same time they are looking for ironed clothes in their cabinets. - During while at offices through programmatic when going-coming back from meetings and worried whether they look good with their suits or dresses. - When going back home after a tiring day and not in the mood of going to a laundry to drop or pick up laundry.

List the results.

Campaign was a stellar, awareness hit 79% for Locals & Arab-Expats, consideration reached 80% - Client witnessed 20% increase in English search volume and 43% in Arabic, the app download growth rate jumped by 44% & active users growth rate touched 53% this was validated by the clicks recorded on JC home page ads after the campaign, it stroke a remarkable increase of 600% which reflects the increase of app users. JC social platforms as well had their share of success, FB fans organically increased by 30%, Instagram organically by 80% and Twitter organically by 260%