2022 Winners & Shortlists

Background

Black Friday is the biggest sale of the year and digitally connected Egyptians count down the days for. It is also a time where shoppers are bombarded with updates from several e-retailers, each trying to get them to buy from their app. In turn, shoppers are plugged to their phones during that period racing to get the best deal to do all their Holidays gifting shopping. It’s a competitive environment with way too many questions and challenges popping into the mind of consumers and loyalty to one e-retailer is not a thing. What matters is to get the best deal possible. So, how does an e-commerce retailer, like Jumia, gets to own Black Friday? How to attract new users to the platform without alienating existing ones? Jumia found the answer by connecting with Egyptians through genuine relatability. Putting Egyptian behavior and popular culture at the core of its campaign.

Describe the strategy

There’s nothing more powerful than culture. So, the strategy was to show how Jumia stands out from being an ordinary e-comm platform and goes deep into embracing and loving Egypt and its beautifully unique culture to relate with shoppers between the ages of 25 and 45 in the most natural way possible. By getting intimate with culture, Jumia would drive more relatability and empathy, truly getting closer to Egyptians while making it easier for the content to be understood and liked, which by consequence would lead to more natural consumer acquisition and retention. The creative strategy was to build on an existing yet relatable celebrity that is known for his humor or love for shopping and who could dress the role naturally. The goal was to humanize the brand, showing this character facing the same everyday mishaps Egyptians go through – but in a humorous way, with Jumia facilitating solutions.

Describe the execution

We brought onboard a famous Egyptian comedian, Bayoumi Fouad, known for his humor and success in Cinema. As he's more relevant to an older target audience, we needed to appeal to the younger generation and in turn selected two Egyptian influencers and music artists that are currently peaking in the market Khaled Mokhtar and Ahmed Basyoni. To take the execution to the next level, we have hired a top composer in the region, Tarek Yehya and one of the biggest directors M.Kalawi who turned around the job, from initiation to delivery in only 3 weeks! Our collaboration with the characters didn't stop here. We have featured them in the teaser campaign whereby each was appearing 3 or 2 days prior to the launch with a message inviting people to download the app and get ready for the sale of the season! The witty and funny content gained alot of popularity.

List the results

Results were remarkable and the Brand witnessed a leap in sales, behavior or even engagement compared to Black Friday 2020. The communication blasted across different channels resulted in the following: 1- Sales Increased by 48% and Jumia acquired 40% more consumers than Black Friday 2020 2- Media Impressions: +323M 3- Total views on social: 88.7M 4- Total Reach: 65% of the population targeted 5- Anghami streams: 525K and song placed in the top #13 songs during that period 6- 25% of site traffic first weekend in EG was coming from TT