2022 Winners & Shortlists

Why is this work relevant for Media?

Media strategy was a fundamental building block of this campaign, we leveraged the targeting capabilities of each channel to serve customized messaging by hyper-targeting users based on their interests / intent building a full funnel approach. When a user was researching or getting ready to buy a laptop for example, we would target them with the electronics copy on multiple touchpoints to elecit an action to purchase through WaffarX and enjoy real cashback.

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 theeir 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 creative idea / insights (30% of vote)

Adapting a consumer-centric approach we thought that we should only show consumers the messages that will resonate to them based on their interest and purchase intents we thought of creating audience segments that align to the top performing categories at WaffarX and to created copies relevant to each category so each user is served the message that is relevant to his/ her interests. We also used custom segments to show our ads to users of WaffarX’s merchants websites and mobile apps to drive conversions.

Describe the strategy (20% of vote)

Since the business/ media objectives were mainly to drive brand awareness and to drive conversions. We utilized Facebook, IG and YouTube as the most used social/ digital platform in the market. Also, we used a mix of top, middle and bottom funnel campaign objectives (Reach, Video views, App Installs and Conversions) to ensure we’re delivering the desired results. As far as the target audience, we created 14 audience sets. Two for each segment including an informative educational copy that combined audiences from the 6 top performing categories. In the first set we adapted a contextual targeting approach (interests and demographics) to drive awareness to everyone interested in the category, In the second set we adapted a custom segments approach including people who are in-market (Engaged Shoppers) for the target category and people who already use the merchants’ websites to drive conversions.

Describe the execution (20% of vote)

We ran awareness, consideration and conversions campaigns simultaneously across FB, IG and YouTube with a 80:20 split between awareness and conversions campaigns. On Facebook and IG we adapted an automated placement approach to allow for full liquidity and drive efficiency. On YouTube we tested placement targeting to run our ads across relevant channels only, however, we later expanded the placements as it impacted campaigns delivery and costs.

List the results (30% of vote)

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