2020/2021 Winners & Shortlists

Background

Situation: DCT wanted to be prepared for when Abu Dhabi is opening up again for tourists coming in globally, in addition to staycationers and local travelers. The realization was that their pages did not have enough followers, likers, and subscribers. Beyond that, the engagement metrics were lower than usual as the actual current page audiences weren't being engaged. Brief: DCT wanted to grow their social channels as they contribute directly to their ability to attract tourists and stand-out against competition from Dubai, Saudi, and other countries globally. Objectives: DCT needed to grow the pages prior to any communication of Abu Dhabi opening up for Tourism. The idea was to achieve the below numbers in 1 month: Facebook: 90,000 Likers Instagram: 19,000 Followers YouTube: 10,000 Subscribers Twitter: 19,000 Followers

Describe the strategy

Data Gathering: At Boopin, we used multiple tech tools that would help us identify the most relevant audiences and personas. IBM Watson was used to measure 7 metrics to identify the audiences. We then layered this data with insights coming in from Adara. Finally, we further refined the audiences by using Oracle BlueKai to ensure precision in our targeting. Target Audience: We mainly focused on people who are above 18 and are into traveling. Behavioral targeting was added based on intention and search habits of these audiences. Approach: We then utilized multiple formats but ensured that we take into account previous knowledge on what performs best on each platform. For example, visual attractive video ads would outperform other formats when displayed on Instagram. This made us push our videos and depend heavily on clear CTA driven videos that call on audiences to follow the pages.

Describe the execution

Implementation: Once we had the personas identified and partnered it with previous knowledge, we started receiving the assets for adaptations. Using the right messages and music helped in giving an extra boost as we used a very relatable tone. Timeline: Time wasn't on our side always, but we were able to traffic the campaign within 1 day and begin optimization on the 7th day of the activation. We only had one month and needed to ensure that we deliver on these results. Placement(s): The ads were displayed on Instagram and Facebook as dark posts. While we promoted videos from the YouTube channels and used text for Twitter. Scale: Globally focused towards UK, Germany, France, Italy, US as primary markets. Secondary markets were KSA, Oman, Egypt, India, Australia and Singapore

List the results

The campaign worked really well and below are the results: As the campaign was focused mainly towards growing followers, we mainly focused on measuring the impact of the campaign and not just report on reach or engagements. Reach = 82.25 Millions Sales (Followers) = 174,748 % Achieved = 124%