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 their 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 strategy we leveraged clients 1st party data to identify top performing categories and top converting channels, we also thought that we should only show consumers the messages that will resonate to them based on their interest and purchase intents. we then started 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)

Adapting a consumer-centric strategy we leveraged clients 1st party data to identify top performing categories and top converting channels, we also thought that we should only show consumers the messages that will resonate to them based on their interest and purchase intents. we then started 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 execution (20% of vote)

We ran awareness, consideration and conversions campaigns simultaneously for one month 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. Campaign started on the 19th of Nov and ended on the 23rd of Dec 2021.

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

Describe the use of data, or how the data enhanced the campaign output

Since the main idea of the campaign was to serve each audience a hyper-targeted message based on their interests and purchase intent. Given that WaffarX has more than 10 categories for stores/ merchants. Leveraging the 1st party data of WaffarX helped us minimize the categories to 6 focusing on the top performing ones from conversions/ revenues stand points. We leveraged platform usage insights to identify the most used platforms and studied their targeting capabilities to ensure we can reach our target audience there and started creating the audience sets inline with the media objectives. Pixels and App events integration allowed for full utilization of the machine learning capabilities of the platforms optimizing campaigns delivery against desired results.