How did Almarai get 300,000 new fans in 30 days?

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We wanted to end 2018 with a high note for one of the region’s most beloved brands, Almarai. What a better way than reaching out to more potential fans and followers of the brand out there and have them follow Almarai.

 

Challenge:

Acquiring as many potential followers in 30 days on 3 different platforms and have the same fan follow us on the multiple platforms through an easy and organised process with full interaction.

 

Solution:

We developed the Follow & Win campaign microsite asking audience to follow us on Instagram, Twitter & Youtube, with 3 simple tasks follow Almarai on Instagram, Twitter and subscribe to their YouTube channel with a prior registration as a prerequisite. Very easy mechanism, simple and effective.

Once we finalised the mechanics, we wanted to provide the social audience with the best motive to take part in our campaign, we did a dipstick research of what is the most appreciated incentive, and the answer was: Winning Apple iPhones products in particular, regardless of age, gender or location.

 

Then: You are 3 clicks away from a brand new iPhone everyday for 30 days campaign was kicked off.

Results were amazing, and shows the love and trust alot of fans have for Almarai.

 

Results:

Traffic: 2.6 Million microsite views

129,050 followers on Instagram

80,811 followers on twitter

93,785 subscribers on YouTube…

in 30 days.

 

A very important insight would be the lead conversion Funnel noting that the average session time per visit to the microsite was 2 minutes 23 seconds. Great time spent with the brand message.

 

Without forgetting 119,000 shares through the microsite, this is how excited the audience was, can you count the conversation created!

On a geographical level, noticeably and not surprisingly 63% of the traffic was from KSA [a big surprise was that Jeddawi’s were the highest visitors (27%)], followed by UAE, Oman and Kuwait!

 

Device usage, 94% of the audience visited our microsite used their mobiles which is fully inline with the global trends and mobile penetration in the region.

 

Recording the highest engagement level on the platforms this year (a similar during September only) with a total of 542K engagement over Instagram and a 400% increase in engagement on twitter with over 10 million organic impressions.

348,115 use for the campaign hashtag #followandwin, the second highest after #almarai on Instagram.

Great numbers and wonderful engagement from those new fans. We welcome those new 300k to the growing digital family of Almarai.

 

Souline Hallal

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