2020/2021 Winners & Shortlists

Background

Situation: SNA faces competition based on a very wide variety of content and audience segmentation. This is an addition to strong competition like BBC Arabia, Al Jazeera, RT Arabic Brief: How can we overcome the challenges and the competition but also address the fact that individuals have also become content creators. Objectives: Drive 368Mn Views Increase Social Media followers by 15% Drive 57K+ Unique Users to the website

Describe the strategy

Our approach followed the below process: Step 1: Integration of website with Oracle BlueKai and efficient and meaningful segmentation helped us to segment audience based on sections/programs users visited Step 2: We used the same data for ‘User Explorer’ reports to understand the online signals of each audience for a specific program Step 3: We used these online behavior signals to map to different platforms to high high engagement campaigns and reach out to people who most likely would engage with the page and website

Describe the execution

We allocated 75% of the budget for Views, ~23% for Follower growth and 2% for generating website traffic. There were 1.1 Billion Ads displayed throughout the campaign and an estimated reach of 300+ Million devices

List the results

Views Allocation: Reach: 852,448,787 Engagements: 425,114,873 VTR % = 39.19% Followers Allocation: Reach: 40Mn+ Follower Increase = 303,604 Traffic Allocation: Traffic to Website = 96K+