2022 Winners & Shortlists

Why is this work relevant for Entertainment?

The video clip is aided with the help of the Arab world's top social media influencers to promote this video and make it fun to watch. It uses key insights in color scheming that grasps attentiveness of viewers meanwhile providing useful information about the community. It is relevant to Entertainment because it was used to influence viewers to engage in a entertaining manner with the Tik Tok filter in order to engage in exercise and activity hence perfecting utilizing the engagement and executing the strategy to make this filter so widely popular with both the young and aging demographic.

Background

The Gulf Health Council, and as part of its ongoing efforts in raising awareness for a healthy lifestyle, was looking to launch an awareness campaign targeting the Youth in the GCC. The campaign had an objective of inspiring the community of adopting healthy lifestyle habits such as healthy eating, exercising, and much more and to incorporate that more and more as part of their daily lives. Whereas other phases of the more holistic campaign were handling subjects such as mental health, or breast cancer awareness, this phase was more targeted towards the youth healthy habits. The Gulf Health Council also saw an opportunity in tandem to leverage this campaign effort to build out their growing community on social platforms.

Describe the creative idea

3 pillars for the creative idea: the music, the challenge, the creators: - The music was perfectly customized to draw association to the brand seamlessly. The tune is fun and inviting with lyrics that encourage the user to move with the music and fulfil campaign objective. - The Challenge was engaging and encouraging which helped produce great native content, hence delivering the message in a gamified & fun manner that would remain memorable. - The Creators were challenging themselves to get the highest score and through their captions activating their and challenging them to score higher.

Describe the strategy

Given that the youth spend most of their time online, scrolling through social media platforms, then choosing the proper social channel to reach out to them would be the key relevant topic to crack. Another insight is that the youth in KSA tends to spend more and more time on TikTok, a platform that’s growing very quickly in popularity in the kingdom across all age segments and that is making room for educational, inspiring, and entertaining content to be spread virally. Therefore, the Gulf Health Council decided to opt for a TikTok-first approach whereby the audience would be properly captured, on a platform that is equally entertaining and informative, which helps deliver the message across more effectively.

Describe the execution

The campaign preparation phase took around 2 months to put together the right assets, brief the creators, ingest the music on the TikTok platform, and more. The campaign went live with the bang of a Topview in KSA, the main target market for this activation, reaching all the TikTok users on that specific day. This market the beginning of the challenge which lived for 2 months on the platform and was pushed for 1 full week through in-feed ads for maximum visibility. Users were also able to see this challenge in the famous discover page of the TikTok app

Describe the outcome

The Gulf Health Council delivered strong memorability and motivation to participate in their “For you & for your life” initiative by utilizing the power of gamification & community. - The gamified challenge was played over 371k times - The hashtag challenge generated more than 19k UGC videos - Videos listed under this hashtag received more than 150M+ video views during the 2-months period - A Brand lift study revealed a 29% increase in recommendation from users challenging each other - The Brand lift study also revealed a 23% increase in participation intent in the recommendations pushed by the campaign