Digital Boom

Category: Case Studies

  • Case Study: Juhayna Cheering for Egyptian Mothers

    Case Study: Juhayna Cheering for Egyptian Mothers

    Drawing a smile on viewers’ faces, Juhayna ’s television advertising campaign was able to capture life’s best and most cherished moments.

    The Television Copy (TVC) succeeded in portraying the phases mothers go through, emphasizing their endurance and sacrifices in the journey of life – from infanthood to adulthood.

    The TVC shows mothers striving to make their families happy, successful and healthy. “Motherhood is not easy. But it is worth it,” Juhayna emphasizes in its TVC slogan.

    Disseminating a meaningful and positive message, Juhayna’s smart approach cheers for the endless efforts exerted over the years by mothers. The TVC encourages moms to keep going, cultivating a sense of gratitude for mothers’ unconditional love, giving and generosity.

    Watch The Ad

     Successful launch on Facebook

    The campaign marked the launch of Juhayna Dairy’s Facebook page in May 2014 – a brilliant approach to establish a strong start on social media.

    Juhayna branded all its social media posts with the cheering for motherhood theme using the hashtag ‫#‏شجع_ماما, which encouraged gratitude and offered useful and inspirational tips for mothers themselves.

    Although Juhayna Dairy earned +450K fans on Facebook and a decent number of interactions, it still hasn’t reached everyone. The company could have increased interactions with at least 1000% if the right broad social media plan had been implemented.

    Lost Opportunities on Twitter & Instagram

    Social Media isn’t limited to Facebook and YouTube. There are so many platforms to generate buzz around a brand. Twitter, for example, mentioned the brilliant Juhayna Dairy TVC using the hashtag #شجع_ماما. But unfortunately, Juhayna Dairy isn’t active on twitter to set the stream on fire. There is a lot of potential on Instagram too.

    Instagram, Vine & Keek are also potential platforms. People could be asked to share their precious moments with their mothers — Instagram photos, & short vines & keeks — to activate the brand’s campaign on different platforms.

    Juhayna needs to adopt a deeper digital media strategy to seize future opportunities.  A look at the company’s official website shows how difficult it to relate the website to any of Juhayna’s advertising efforts. Nothing could be found on current or past campaigns, which is considered a waste. The primary objective of being on social media is to drive leads to your website and build a stronger relation with your audience. Juhayna developed a successful campaign but it needs to develop the company’s website to be able to go beyond B2B and reach out to B2C.

  • Social Media Nightmare in The Left Bank Valet

    Social Media Nightmare in The Left Bank Valet

    Why would you choose a particular place to visit daily while you have many other options in the surrounding area. Is it because of the service, the taste of food and beverages, the view, or maybe because it is a place where your trust won’t go in vain?

    Left Bank is one of the places with an outstanding reputation in Zamalek and surrounding areas but not anymore.

    On the 9th of September, a young woman visited Left Bank as she always does for the past 2 years. She is a well-known customer “By Name” for everyone who works there, and maybe for other customers. As she has always done for the past two years, she gave her car keys to the valet person to enjoy her time for a couple of hours.

    She came out asking for her car keys to leave, and that was when she was told that her driver came to take it “Car theft.”

    For two years, she drove her car with no drivers whatsoever, and they decided that day that she had a driver they trusted enough to hand him the keys.

    Social Media No-no Crisis Management:

    For some reason, Left Bank decided to take it to Social Media which wasn’t supposed to happen at all as the customer did NOT post anything on the Left Bank page or even on her profile — Let’s explore together Left Bank fatal mistakes in handling their first real social media crisis:

    Epic Fail by Choosing the Wrong Medium

    Left Bank decided to communicate the incident on Facebook only, which is wrong because the suitable medium had to be twitter where the heat is, they had to THINK for a minute, do their homework by monitoring, analyzing the stream before publishing on Facebook, the alarming social media management cursed their Facebook page for a long time with no good reasons! However, their Twitter account is in hell, and no one is taking care of the stream. Weird!

    Provoking The Mass With a Poor PR Statement

    The first statement was poorly written and disappointing to the customer and even the people who are watching; the statement was one way: “We’re not responsible for the Valet, it’s the customer’s responsibility. However, we will keep you updated with the authorities investigations”. Provoking anyone to take the customer’s side and boycott the restaurant for a lifetime.

    The Topic Has Became Egypt’s Number 1 Trending Topic

    The feedback they got from their customers was horrifying and not expected for them. The topic went viral like crazy and became Egypt’s top trending topic with more than 1.2K Tweets/RTs/Replies.

    Left Bank Topic is Trending via (the victim Twitter handle)

    They weren’t transparent when the whole thing happened. The security cameras taped a blurry video that’s not helpful. The first statement was to confirm that it is irresponsible management. On the other hand, the young lady who got her car stolen is one of Egypt’s top social media influencing profiles, and the restaurant knows that well because she is a regular customer, but why do they challenge her? She didn’t take the issue to Social Media until they made that wrong move.

    Continued With The Same Mistake

    After the negative hype that happened because of their ignorance and lack of Social Media crisis management, they decided to publish another statement to receive negative feedback again. Still, they are not taking any ethical responsibility for the incident.

    Left Bank second statement on the stolen car incident from their backyard

    This incident wasn’t the first to happen in Left Bank. Authorities still working on the case. The Vales was questioned and then released.

    Stay tuned for more updates about the case, as it’s still not closed.

  • Hello Happiness phone booth: A debatable Initiative

    Hello Happiness phone booth: A debatable Initiative

    Coca cola is one of the world’s most loved brands, but in the UAE it’s not the market leader. The company decided to increase brand love by launching an initiative which targets the country’s large asian population, most specifically the blue color workers, who leave their families behind and comes to UAE and in search of a better future.

    This segment usually only targeted with basic freebies and generic prizes, Coca Cola tapped into an insight that the workers can truly related to.

    Coca-Cola decided to spread a little happiness by helping these Asian workers connect to their families back home more often.

    “The call costs $0.9 per min. and those Asian laborers average wages is $6 per day.”

    Hello Happiness phone booth was created. Smartly turns the Coca Cola bottle caps into currency to be be used as a currency to call their families through the Hello Happiness phone Booth.

    Over 140,000 minutes were logged in the first 30 days. The video got over 820 million media impression as it was picked up by international media, bloggers, after becoming the UAE’s top trending topic online.

    Coca-cola estimated the brand love increase by 13.5% after the campaign.

    The Debate – What Have People Said About Coca Cola Initiative Online?

    We’ve scanned the web for real feedback about the initiative in Dubai, here’s a summary for what was being said:

    Sentiment Analysis – Hello Happiness by Coca Cola Dubai

    • 45% praised the initiative for creativity and humanity
    • 55% who disliked the initiative have a lot to say about slavery, poverty, bad marketing, Coca Cola real intention is to increase sales, Coca Cola is destroying poor people’s health by misusing them for marketing? A Coca Cola bottle costs $0.5 while $0.9 per min., so you’re not helping, you’re increasing sales, and more from people to be displayed next, please continue reading…

    Verbatim/YouTube:

    Debate on YouTube

    In a post by MENA Tech on Facebook, People expressed their dissatisfaction and anger toward Coca Cola’s latest marketing campaign “Hello Happiness”.

    Negative Verbatim

    on Twitter

    Volume of negative tweets is low, the campaign didn’t make that propaganda on Twitter, however, we’ve been able to capture some of people’s concerns around the campaign as following:

  • Coca Cola Egypt World Cup campaign social media review

    Coca Cola Egypt World Cup campaign social media review

    Coca-Cola Egypt World Cup Campaign, featuring Wael Gomaa, “Defense player in Egypt’s national team & Al Ahly club,” became the most trending ad in Egypt since it was published on March 13th, with over 2 million views on YouTube.

    Introducing the Coca-Cola Egypt World Cup Campaign concept: After the disappointing loss of 6-1 against Ghana in the world cup 2014’s qualifications, the mission has become difficult for the World Cup sponsors like Coca-Cola to reach people’s minds. Egyptians were revoked after the loss. Hence, Coca-Cola thought to hit hard on the negative side of the story & turn it into a positive. Let’s discover what they’ve done and analyze the Coca-Cola Egypt World Cup Campaign from different perspectives together.

    Coca-Cola Egypt’s ad featuring Wael Gomaa; Why?

    Coca-Cola always plays well on emotions, knows how to gain people’s attention, and in the last decade, Coca-Cola’s BIG wins were through simple ideas + music, this time Coca-Cola Egypt decided to play it differently with the creative director Tameem Youness:

    [tie_list type=”checklist”]

    • There was a negative fact: The knockout from the world cup’s qualifications.
    • Get people connected with A football star who participated in the loss. “Defense player is preferred because of the heavy score” has charisma & rarely seen in ads. He should be “Wael Gomaa,” indeed.
    • Get people back to the Ad “creatively”: Egyptians love comedy, so when a tough character like Wael Gomaa gets involved in any comedy show, he will gain a BIG LOL or an EPIC FAIL — That is what Tameem Youness has been able to understand from the beginning “Wael Gomaa tough look” is the key, Football players aren’t representative and bad when it comes to voice over, so he relied on the ” TOUGH LOOK,” succeeded to turn it into a fun scene without a word from Wael. Well done, Tameem. Also, we have to recognize the amazing voice-over because, without it, the ad wouldn’t hit that big.
    • The Light: The world cup is still on, and you will be watching it regardless of the knockout
    • Positive result: You can travel to Brazil and watch the world cup
    • The Promise: Whether Egypt is in or out of the world cup 2014, you will be special & happy with Coca Cola

    [/tie_list]

    Watch Coca-Cola Egypt World Cup Campaign YTC

    Coca-Cola Egypt Social Media Strategy to Deliver The Promise:

    The YTC has been able to generate +2 million views on YouTube, but it’s not everything. Coca-Cola worked hard & well on the campaign’s social media strategy to gain credibility over social networks and more…

    Twitter Activities:

    The official Twitter account has played an important role in the Coca-Cola Egypt World Cup Campaign’s social media success by providing consistent activities every day.

    [tie_list type=”checklist”]

    • Engaging followers by asking daily questions about Egypt and where can be the coca-cola winning bottles
    • Spreading awareness by using the campaign hashtag & other popular “HAPPY” hashtags like Kashmagi
    • Building credibility by announcing winners’ names & photos on a daily basis

    [/tie_list]

    That proves & delivers the Coca-Cola promise perfectly; well done, Coca-Cola, on Twitter, you deserve a medal.

    Buzz Trend on Twitter

    Coca-Cola Egypt World Cup Campaign Trend on Twitter

    Snapshot of Coca-Cola Engaging Activities on Twitter

    Coca-Cola Egypt World Cup Campaign engaging activities on Twitter

     Snapshot of how Coca Cola Announces the Winners on Twitter

    Coca-Cola Egypt World Cup Campaign Winners on Twitter

    I Hope Coca-Cola Egypt World Cup Campaign’s successful story inspires you and links your ideas on how segmentation and digital planning should be for great results. Please let us know in the comment box below if you have any questions.

  • Kebdet El Prince Crisis Management Role Model

    Kebdet El Prince Crisis Management Role Model

    So many brands in the world become scared when it comes to crisis online “especially on social media”, actually, they are afraid of their customers, so that their first action is to remain silent, but in fact they give the heat a chance to increase, without responding to what is being said about them online. Let’s see what Kebdet El Prince have done online to tackle rumors.

    On 23rd of March, 2014, a strong case has come across, it’s really worth to share. An oriental restaurant in Cairo, Egypt called “Kebdet El Prince” faced fake news from big newspapers online, about the quality of their meat and that the owner has got arrested because of the defected meat, accordingly, the news spread online and the negative conversations started.

    Nobody thought that a local restaurant can manage a social media crisis like that! Even big brands haven’t the courage to take the same steps like El Prince took to handle such negative buzz — Anyway, please let us show you what ElPrince have done online to tackle the situation and made a positive reaction about the crisis.

    What Happened?

    News spread through youm7.com & Al Masry AlYoum newspapers that Department of Public Prosecutions closed Kebdet ElPrince for spoiled meat. Quickly news spread over on social networks. Heat & rumors started to rise against Kebdet ElPrince.

    Al Youm7 Rumor about Kebdet El Prince

    Kebdet El Prince Social Media Strategy to Manage the Negative News:

    We won’t spend too much to explain how Kebdet El Prince managed the crisis, we will just share with you a quick and summarized take-outs by our friend & colleague Nehal Hesham “The Social Media Science Founder” which cannot agree more with.

    Nehal Hesham Comment on Kebdet El Prince

    Nehal’s take-outs: 

    kebdet El Prince has been dealing with their latest crisis in a way that is even better than best and top brands online do!

    1. They have quickly responded to the fake news
    2. They used the hashtags people are using to build on them
    3. They have shared loyal fans feedback, and shares
    4. They added a live picture of Nasr El Brenc saying كبده البرنس خط احمر
    5. Live pictures of people eating at el brenc at the day of the news

    “Kebdet El Prince” awareness posts on Facebook

    kebdet el prince

    Kebdet El Prince have been able to turn the negativity into positivity online – Verbatim:

    https://twitter.com/mahmoudmatter/statuses/447785158423613441

    People feedbacks on social networks reflect how good was Kebdet El Prince in managing that heat, HYG verbatim from what’s being said and how credible is Kebdet El Prince for their customers.

    Now, we encourage brands to face their troubles online and be transparent with their customers, don’t fear what people say, if you’re not defected, go talk to your customers directly and don’t wait.

  • Sprite Egypt Salutes Mo Salah, Pepsi Responds

    Sprite Egypt Salutes Mo Salah, Pepsi Responds

    A new happy story for the Egyptian player Mohamed Salah has been written after scoring his 6th goal with Chelsea in London’s derby against Arsenal.

    Mohamed Salah has rocked Chelsea on social media during his transfer in Jan, as Egyptians invaded the blues facebook page with pro-comments supporting Salah in his journey with the London club.

    This brought everyone, especially brand to try to capitalize on Salah’s success in every occasion. Here’s an example for such news-jacking.

    Pepsi and Sprite started a fight on social media over Mohamed Salah’s goal against Arsenal

    War has been launched over Mohamed Salah’s popularity as Sprite Egypt (which belongs to Coca Cola) rides the wave and salutes Mohamed Salah on his goal, So Pepsi replied as the godfather of Mohamed.

    Sprite Egypt salutes Salah on its way

    https://twitter.com/SpriteEgypt/status/447377641688268800?s=20

    Pepsi “who sponsors Mohamed” replied

    The ultimate winner is “Chelsea”

    Chelsea knew it from the beginning, they got prepared quickly and very well, Chelsea knew that Mohamed  isn’t a normal football player, he will bring millions of Egyptian fans to the London club online, so that Chelsea made their mind fast and hired an Egyptian agency whom is currently managing the global Facebook page in Arabic.

    March 2014, Chelsea has 1.3 million Egyptians likes, FYI, Egypt comes third after Indonesia and India in terms of number of fans on Facebook

    Share you thoughts with us, do you think that MSalah topic is going to decline by time or grow much more?

  • Social Media Review: Chelsea Facebook page and other big four in Egypt

    Social Media Review: Chelsea Facebook page and other big four in Egypt

    On Jan 23, Chelsea FC showed interest in the Egyptian player Mohamed Salah, who gained incredible popularity during his career with FC Basel. Since then, Chelsea’s Facebook Page has been suffering sarcastic comments in Arabic, with thousands of likes on each comment.

    So, we decided to showcase what’s happening, from fans’ behavior and social media statistics to the impact on Chelsea’s digital presence and how the club can turn this into a commercial and branding advantage.

    Mo Salah is now a trending topic on social media

    It all started when Chelsea sent the below tweet, announcing Salah’s official transfer to the blues from Basel.

    First time in history, an Egyptian player joins one of the big four clubs in the most-watched league on earth, the EPL, English Premier League. That was a shocking yet great surprise to all Egyptians and Arabs.

    270K tweets in the first five days

    The spike comes in line with the London club’s announcement.

    Salah Trend on Twitter - Digital Boom, chelsea social media egypt
    Mohamed Salah Buzz Trend on Twitter After Joining Chelsea

    * Trend is based on Mohamed Salah keywords in Arabic & English on Twitter in the last 30 days.

    What Is Happening On Chelsea’s Facebook Page?

    • Starting Jan 23, Massive comments from Egyptians on Chelsea’s Facebook posts
    • The type of comments is all sarcastic, showing support for Mohamed Salah, and threatening Chelsea if Salah didn’t play.
    • Chelsea’s fans worldwide started to notice the Arabic comments and ask the Egyptians to comment in English instead.
    • Chelsea’s fans got annoyed by the massive comments and started asking the Egyptians to stop spamming the page.

    Egyptians invaded Chelsea’s Facebook Page

    In conclusion, Chelsea fans from Egypt are growing fast – here are some questions that should be addressed to benefit from this diamond opportunity:

    • Why don’t Chelsea, Liverpool, Arsenal, and Man hire digital agencies from Egypt to manage their social media accounts in the MENA region and keep their growing base in the Arab world positively engaged?
    • Does Chelsea’s digital team have plans for their Egyptian fans after Mohamed Salah’s contract ends?
    • Will other clubs from the English Premier League and European leagues target Egyptian players for branding and expansion in the MENA region?

    Please share your thoughts with us in the comments box below or on Facebook or Twitter @adigitalboom.