2022 Winners & Shortlists

Background

WaffarX is the first cashback website in the MENA Region. The brand launched in 2018 with the objective of allowing users to enjoy buying from more than 280 online merchants in different categories while actually re-gaining some of their cash back, 4 times a year. With Black Friday approaching, WaffarX needed to highlight the different large discounts they’re offering across the different brands to increase the sign ups to be reflected in the sales accordingly. So the ask for us was to launch a campaign to increase traffic to website and conversions/sales in time for Black Friday season

Describe the strategy

Utilizing 1st and 3rd Party Data, we designed and produced an integrated campaign that had custom-intent marketing at its core, in addition to a parallel brand marketing stream online and Out Of Home. For the custom-intent campaign, we identified the top six shopping categories through WaffarX and their network of 280 partners, and created six 15-second copies to be able to launch hyper-targeted messaging for users searching or preparing to buy products from any of the Fashion, Electronics, Home Appliances, Travelling, Beauty Products, and Grocery Shopping categories - all fronted by actor, writer, and comedian Amr Wahba taking on the role of six different characters satirically representing Egypt’s 90s-00s TV era, to educate our target audiences that they can buy what they need through WaffarX and get real cashback wired to them every quarter..while probing them with the question…why don't you save? to elicit a conversion response.

Describe the execution

During only two weeks, we planned and produced six unique 15-second copies (horizontal and vertical) to cater to the affinity of all segments of our targeted audiences, in addition to producing six 6’’ tactical bumpers to further elicit conversions. These creative assets all ran on Google, Facebook, and Instagram. For the brand marketing segment of the campaign, a 30’’ compilation was produced to educate people on WaffarX and help clarify any confusions about the service and its mechanics, in addition to a wide-spread out of home campaign covering greater Cairo.

List the results

Digital Campaign Results (Duration: One Month) 54 million impressions 9.3 million Video views 20,000 App Installs 6,200 conversions Business Results (Duration: Two Months) App Downloads: 419,000 +3X purchase YoY +2.5X Activation Rate YoY +2X Average Order Value YoY