Audience Engagement or Distribution Strategy for Branded Content
Idea Creation
HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
PR
RED HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production
HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Entertainment?
The idea brings together:
(1) one of the most iconic songs in the history of pop culture
(2) a choreography that nobody can help but to dance
(3) and the leading entertainment social media platform in the region - TikTok
Background
Regular breast self-checks are encouraged by HCPs but less than 3% of women know the basic steps to perform it. In collaboration with FOCP (Friends of cancer patients), and on the occasion of Pink October, we set to (1) encourage monthly self-checks and (2) raise awareness of the steps for it.
Describe the creative idea
Dance videos are uploaded on social media platforms like Tik Tok and Instagram stories by the millions every day. 94% of these dance videos are uploaded by women.
With that in mind, we recreated one of the most memorable choreographies in the world - the 70’s anthem YMCA and its 4 easy to follow steps, an unforgettable guide to help women to perform their mammary self-check.
Describe the strategy
When you hear YMCA - what comes to mind?
Music? A dance? Steps of a choreography?
Songs and dances are much more memorable than any written literature.
To our target especially.
Dance videos are uploaded on social media platforms like Tik Tok and Instagram stories by the millions every day. 94% of these dance videos are uploaded by women.
We used influencers, music and dance to naturally connect with our target, raise awareness about breast cancer and teach the steps to self check in an unforgettable way.
Describe the execution
In early October, special direct mail was sent to key influencers (with high reach on TikTok and Instagram, and known by their content around dance/music) with an invitation for them to participate in the initiative - a clear explanation of how the YMCA music and dance steps would connect to the self-check.
A few influencers, i.e. Logina Salah (+1.6 million followers) and Hadia Ghaleb (+2.2 Million Followers) posted their videos and kicked off the movement by inviting their followers to do the same.
Describe the outcome
1.9M Views
99% positive sentiment
20 regional influencers with a combined +7.7M followers joined the cause
Estimated Media Value: 500k USD
92x Return on Investment
Millions of women in the region can now spread the care with a dance that saves lives