2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Serving the main objective of reaching a young Saudi audience, Snapchat was strategically chosen as a media platform for this campaign banking on it’s 14 million active users. Since 2018 “UTURN Entertainment'' (subsidiary of WEBEDIA ARABIA) became one of Snapchat's leading content partners and succeeded in increasing their follower base reaching almost 2 million subscribers. For that, Deezer, the global music streaming service partnered with Webedia Arabia to leverage on UTURN’s large KSA following on Snapchat by creating a series of branded content in the form of native videos that would promote the platform, its offerings and it’s unique features.

Background

- SITUATION Deezer, the global music streaming service, wanted to expand its reach to KSA youth to maintain their position as one of the top 3 downloaded music streaming apps. -BRIEF Use UTURN’s Snapchat channel leveraging on their 1.8 million followers and create relatable and hyperlocal branded content promoting Deezer’s brand, offering and USPs. - OBJECTIVES Deezer’s aimed at creating awareness and reaching the largest number of online audiences in KSA while impacting conversions (app downloads and registrations) THE MEASURABLE KPIs: 1- Increase AWARENESS & REACH of Deezer created native content reaching an average of 16.7 million views vs. the average of 6 million in August 2- Grow Deezer DOWNLOADS & REGISTRATION leveraging the organic traffic from UTURN & its qualitative audiences. 3- Conversion was measured by the SWIPE UP RATE which is double the average Deezer achieves in regular digital campaigns

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

Rather than creating commercial ads we focused on a storytelling approach. We crafted native videos in the most entertaining, authentic and humorous way possible, featuring different real life situations depending on time and seasonality where the product was placed in a very seamless and subtle way. For example, we suggested promoting the "offline mode" during Eid where we know our followers tend to travel often for vacation with limited internet access that would disable them to stream music. The creative in this case was focused on a strong call-to-action to download the app and take advantage of the unlimited music downloads that can be used offline.

Describe the strategy (20% of vote)

TARGET AUDIENCE Saudi youth, men and women aging between 18 & 34 with a passion for music APPROACH Understanding that people do not enjoy forced ads and/or polished content, we managed to treat the Deezer integration in a subtle manner that appealed to the target audiences. MEDIA PLANNING the campaign was focused on the weekends given that our viewership is at its peak with an average of 6 million VIEWS

Describe the execution (20% of vote)

IMPLEMENTATION we created a series of native videos (filmed by mobiles) depicting real-life scenarios where Deezer ads were placed within the content in a very natural and seamless way. For example, an engaged couple are texting and the woman sends her fiance a song asking for his opinion, he responds by sending her a song that is similar to her taste in music. She starts to fall more in love with him. The second video focuses on the couple after they’re married, where the woman tells him, I married you for your taste in music. He responds by saying that it was basically Deezer’s Flow feature which recommends music based on preferences and laughs. The video ends with a shocked look on the woman’s face. MEDIA CHANNELS & INTEGRATION UTURN Entertainment Snapchat channel TIMELINE 5 months SCALE : 1 takeover per month (5 in total)

List the results (30% of vote)

ACTION/BUSINESS RESULTS - Increased daily average registrations of Deezer by 90% impacting both organic & paid digital performance outcomes/awareness. CUMULATIVE RESULTS INCLUDES - 53 MILLION TOTAL VIEWS vs. 30 million views on average - 756K SCREENSHOTS vs. 50K screenshots on average - AVERAGE SWIPE UP RATE is 3.8% vs. 1% industry benchmark - Best performing ad received a SWIPE UP RATE of 9% - Ref, takeover 2, Ad1