2020/2021 Winners & Shortlists

Background

Situation: La Poire offers a range of new products throughout the 45 years during Ramadan (Oriental, Western and innovative products) that always take the lead in this season. In 2020 they were developing 3 main products to be the heroes of this season. These 3 products are an innovation in the patisserie market. Brief: Highlight La Poire’s honest ingredients and show Ramadan’s new innovative range. Objectives: - Increase sales in Ramadan season. - Raise awareness on their quality and variation of products.

Describe the strategy

La Poire aged with us. We became older with La Poire’s green box. We and our parents had memories with La Poire. La Poire is always there in any gathering in Ramadan, it always gathers people around its delicious tastes. Target Audience: 25 to 45 yrs old AB Socioeconomic classes 70:30 Females to Males Cairo & Alexandria 70:30 Married Couples to Singles Young independent in their families 25 years old Class A Entry-level Loves outings, TV, and the internet. More into the innovative desserts that match their trendiness and dynamism. —— Working married women 35 years old. Class A Loves shopping Reading & arts TV & internet Prefer traditional desserts with occasional skewness towards innovative desserts to break the routine and follow their children’s preferences.

Describe the execution

Ramadan is known as the season of TV shows and desserts. We decided to mix them both to come up with our concept. We used the iconic old Egyptian tv-shows that were effective in the Egyptian Darama and then we made a lip-sync on the celebrities to communicate La Poire's innovative products and their honest ingredients. We had 3 creative videos pushed in a flighting approach over three weeks to decrease ad fatigue and create buzz. These videos played on the nostalgic theme of old famous Egyptian Ramadan series. - - The campaign registered 300 new followers in 3 weeks. Uploaded the copies on La Poire's social media pages + the campaign's master visuals. We made the Tiktok challenge as this is the platform for it (Lip-sync = Tiktok). 50 users took part in lip-syncing the campaign videos

List the results

- Facebook & Instagram: Reach 11,079,687 Post Engagement 12,505,496 Video Views 11,599,096 Impressions: 67,139,423 - Youtube: 2,455,048 - TikTok: Reach 6,234,158 Views 5.5m Clicks 44K - Google Display: Impressions: 4,329,509 Clicks: 38,570 - Google Search: Clicks: 7,391