2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Audio streaming became highly personalized and relevant. The partnership with Anghami, the biggest Music Platform in Morocco with more than 6 million users ensured that our consumers were served with hyper personalized relevant and less intrusive messages. With our campaign “To every stain there is a story” we delivered 558 creative iterations. The messages were very personal to the extent that each ad was personalized to the user’s Name, Day of the Week, Time of Day, and the type of music they listened to.

Background

The detergent category is a stagnant and very competitive category. OMO launched its new philosophy “Dirt is Good” and wanted to increase reach, engagement & have meaningful interactions with modern Moroccans. Campaign Objectives: • Increase market shares by 0.5% & sales by 5%. By Focusing on Brand Equity KPIs o Top of Mind, 26% oOmo Cleans clothes thoroughly, 67% o Omo believes that children develop when they are free to get dirty ,63% Morocco is still a country where the use of in-home washing machines and dryers (46%) is lower than in any other region, we had to find out an innovative format to catch the modern mom off guard.

Describe the creative idea / insights (30% of vote)

According to Nielsen (Laundry Attitudes and Trends Around the World) globally 67 percent of people said they do laundry at least twice per week, and another 31 percent said they do laundry every day. In Morocco, Laundry habits have been always linked to day of week were women set the schedule and run the show. In a market where the use of in-home washing machines and dryers (46%) is lower than in any other region, to create awareness and increase market share we had reach out to audience and speak to them personally based on factors influencing their laundry habits and who they are. According to the same study, In developing markets, sales will be driven in part by volume and premiumization as rising economic prosperity allows consumers to buy a greater array of cleaning products, in this sense innovation in communication will be critical to growth.

Describe the strategy (20% of vote)

Our bull's eye target audience are Moms, specifically, the "Baby Shark" Moms, women balancing jobs, child rearing, household responsibilities and social activities. They are always on the go and audio ads is the perfect format to catch them off guard. Traditionally a person’s name is to that person, the sweetest and most important sound in any language, so this was our solution to trigger excitement,every audio ad started by calling out the user name. To keep the conversation more personal research (quoted above), showed us that the attitude towards laundry depends on day of week. For a working Mom the laundry schedule revolves around the weekend and having to do laundry on a weekday is a burden. The approach was based on defining factors influencing laundry behavior and having these factors dictate our creative execution while keeping the ad relevant to the exact moment it's being served at.

Describe the execution (20% of vote)

The campaign ran for a period of 6 weeks to complement the Omo “Dirt is Good “campaign. Dynamic audio ads mentioned the name of the user, the day of the week, the time of day, and a customized background music based on the song that the user was listening to before the ad, resulting in 558 personalized ad variations served to Anghami users. This seamless and personalized integration was made possible based on Anghami's extensive data and real time targeting capabilities. Given the scale of the platform in Morocco (6M loyal active users / Month) audio ads were launched exclusively on Anghami and we managed to reach 61% of the female audiences (Source:Anghami). Most engaged users were Women on the Weekend during the Evening. (Source:Anghami).

List the results (30% of vote)

Media Results: (Source: Anghami) 1. 2.5 Million Audio Impressions. 2. 190K Clicks. 3. 7.5% Click Through Rate (CTR). 4X higher than the average benchmark. 4. 558 Ad variations . Brand Equity Results: (Source: Digital Media Services) 5. 45% Ad recall uplift, exceeding MENA Benchmark of 33%. 6. 30% Uplift in Favorability, exceeding MENA Benchmark of 24%. Business Results: 1. Increase market shares by 1.6% (Nielsen Retail Audit) 2. Morocco Sales increased by 19.8% from Q2 to Q3 2019. (Unilever Internal Data). 3. Brand Equity KPIs: From H1’19 to Q3’19. (Millward Brown). o Top of Mind increased by 6% to reach 31%. o Omo Cleans clothes thoroughly increased by 7% to reach 72% o Omo believes that children develop when they are free to get dirty increased by 4% to reach 66%.

Describe the use of data, or how the data enhanced the campaign output

Translating all of this into actionable targeting was made possible through Anghami. with over 5 Billion data points each ad spot was transformed into an equation Variable 1 (Time of Day) + Variable 2 (Name) + Independent Variable 3 (day of week ***) = Dependent Message + constant (Brand Slogan) *** While we have 2 other variables only variable 3 was set to control the message. A simple equation of Constants & Variables would do the magic and that way we managed to get 558 variations of the audio ads by shuffling the variables to present the first personalized audio ads in Morocco. Anghami studios assembled dynamic ads on spot, serving the right message to the right person at the right time. The ads were created in 3 different languages (Ar, Eng & French) the language of the ad served was triggered by the language preference in app settings.