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A Guide to Marketing in Egypt after the Revolution

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  • 1. A Guide ToMarketing inEgypt After theRevolution     Tips  and  tricks  to   help  your  brand   develop  a   marke6ng   strategy  that  will   reach  Egyp6an   revolu6onaries  
  • 2. A  Guide  To  Marke6ng  in  Egypt  A=er  the  Revolu6on  by  Hannah  Fleishman  Hi!  I’m  a  marke6ng  maven  who  has  lived  all  over  the  world.  I  spent  5  years  in  Cairo,  Egypt-­‐  a  truly  fascina6ng  city.  I  graduated  from  Emerson  College  in  2012  with  an  Honors  degree  in  Marke6ng  Communica6on.  Currently,  I  work  on  the  Brand  &  Buzz  team  at  HubSpot.      To  learn  more  about  post-­‐Mubarak  adver6sing  in  Egypt,  check  out  the  accompanying  text  Marke&ng  a  Revolu&on.   Contact  me  at   hannahfleishman@gmail.com  or  on   TwiEer  at  @hannahshambles  
  • 3. Contents Introduction 1! ! Chapter 1: Who Are Egyptian 2! Revolutionaries? ! Chapter 2: Where Can We Reach ! Egyptian Millennials? 6! ! Chapter 3: How Should Brand ! Messaging Change For Post- Mubarak Egypt? 9! ! Key Takeaways 12!          
  • 4. “ The Egyptian uprising was not just a revolution on social and political grounds, but also an unexpected revolution “ for brand marketing! Marketing a RevolutionT! he Arab Uprisings of 2011 spread across the Middle East like wildfire- a shared demand for democracy swept through the region leaving long-time political structures upside down. In Egypt, a revolution successfully toppled president Hosni Mubarak after 3 weeks of This  e-­‐book  will  share  insights  from   Marke&ng  a  Revolu&on  to  help   marketers  re-­‐evaluate  adver6sing   approaches  in  Egypt.  Key  insights   include:     both peaceful and violent protests amassing •  A"tudes  of  Egyp/an   to millions. Egyptians were euphoric in their Millennials   victory. Within weeks, brands began creating revolutionary-themed advertising to capture •  Take  Digital  Seriously   the hearts and minds of the country. These brands’ including Pepsi, Coca-Cola, Vodafone, •  Focus  on  the  Future  of  the   Mobinil, and Jotun, post-Mubarak marketing efforts shed light on an important issue: Revolu/on,  not  the  Revolu/on   marketers need strategic help in reaching the ‘new’ Egypt. •  Egyp/an  Millennials  Demand   Respect  1
  • 5. Chapter 1: Who Are Egyptian Revolutionaries? Hint: A marketer’s dream…2
  • 6. What Do We Know About This Target Audience?Egypt’s revolutionaries are largelyMillennials. ! “They are a generation 39%! of Egyptians are between waiting for better access to the ages of 15 and 34, that quality education, secure means…. employment, and the 32 million! financial stability necessary millennials   to get married and start their own families.”! M live in Egypt. -PBR illennials define the generation born between the early 1980s and early 2000s. 40%! Egypt is experiencing a youth bulge, with half of its population under 25 years old. live below the poverty line, making less than! $2.00 a day! The majority of Egyptian Millennials have lived their entire lives with Hosni Mubarak and... as Egypt’s ruler- until the 2011 uprising.   90%!Young Egyptians demanding democracy and employment opportunities overthrew of unemployed Egyptians Mubarak and he resigned on Feb. 11th. are under the age of 30.3
  • 7. “A generation Growing  up  under  an  unjust  poli6cal  system,  Egyp6an   strongly distrust! Millennials  have  grown  to   of Egyptians In  their  country,  the  rich   authority.! got  richer  while  the  poor   emerged that got  poorer  and  there  were   few  opportuni6es  to  break     was untouched the  cycle.   by all the diseases of 88%! of  Egyp6ans  ages  15-­‐24  said  Figh6ng   Corrup6on  is  a  serious  issue.  Brands  should   disassociate  themselves  with  authorita6ve   despotism; a tones  and  forms  of  communica6on-­‐  Millennials   generation want  to  be  in  control.     that was The revolution inspired a fearless and newfound national pride! would not take among Millennials. Under Mubarak’s rule, young people only waved their country’s flag during soccer games- now, the   injustice in Egyptian flag is a ubiquitous symbol of victory.   silence. These Egyptians are proud to be Egyptian, and they aren’t afraid to show it. young The revolution is considered Egypt’s youth Egyptians have movement, largely driven by Millennials. a courage and Their dedication and sacrifices for the cause make this generation feel ownership over! commitment to Mubarak’s  resignation.! noble valuesSee an example of a brand that Millennials are   quick to outcastthreatened Egyptians’ ownership any brand or organization that that ison the next page. tries to hijack their victory. difficult to explain” ! - Alaa Al Aswany What Are Their Attitudes?4
  • 8. Case Study: Vodafone! In early January 2011,Vodafone launched an ad campaigntitled ‘Our Power’ where the brandshowcased Egyptians’ strength toovercome everyday obstacles. Threeweeks after ‘Our Power’ debuted, theEgyptian revolution began with theJan. 25th protest in Tahrir Square indowntown Cairo.Vodafone quickly hired agencyJWT to develop a newcommercial. The video impliesthat ‘Our Power’ sparked the After snippets of the protests and arevolution. voiceover announcing Mubarak’s resignation, words flash on the screen: ““We didnt send“They have condemned the advert as people to the streets, we didnt start the revolution. We only reminded Egyptians howa “sickening" attempt to push up powerful they are.” JWT posted thesales by "riding the revolutionary commercial to its YouTube account in April and within days Egyptian Millennials had tornbandwagon", and an insult to the Vodafone apart on social media channels. Thehundreds who died in the struggle to Website IHateVodafoneEgypt.com was launched and the same hashtag trended onbring down Mubarak.”! - The Guardian Twitter over night. Egyptians mocked Vodafone for attempting to take credit for the revolution- especially because the brand was one of several telecommunication companies that suspended service in Egypt at the height of the protests under Mubarak’s order. The video was quickly removed from YouTube and Vodafone released statements disassociating itself with the commercial. Bottom line for brands: don’t hijack consumers’ efforts.5  
  • 9. Chapter 2: Where Can We Reach Egyptian Millennials? Hint: The same place you’ll find most Millennials worldwide…6
  • 10. 15 million ! people are online in Egypt Check out a case study on the next page of a brand using the wrong marketing medium in Cairo. and… 80%! of them are between the ages of 17 and 30. “If three decades of violent That meants there are repression and despotic rule were kindling for the Egyptian revolution, social 12 million! Millennials engaging with online content.   media was both a spark and an accelerant for the The Egyptian revolution proved just how embedded online communication is movement”- !Wired in Egyptian Millennials’ lives. The protests were largely organized via Twitter and Facebook. Brands need to connect with The interruption advertising Egyptians authentically via media outlets model is dying. Millennials don’t want they trust without dominating the content. to be told when and where they will be Brands still have an aura of authority and marketed to- this generation calls the need to be smart and respectful when shots. Traditional media like television, engaging with Millennials in Egypt. print, and radio feel too corporate for Millennials. They are going online to engage with content on their own terms. Egyptian Millennials Are Online-7 Is Your Brand?
  • 11. Case Study: Pepsi! Graffiti in Egypt has become a vehicle of expression and freedom for Egyptian Millennials since the revolution. Depictions of martyrs, Egyptian flags, corrupt politicians and Arabic writings are found all over the streets of Cairo. Some artists even see the graffiti as a resistance towards companies using the revolution as a marketing tool. So, it wasn’t a huge surprise when Pepsi got lambasted by revolutionaries for taking their marketing efforts to the streets. Pepsi saw how engaged Millennials in Egypt were with self-express via street art; the brand attempted to acquire a ‘cool factor’ among Egyptians by advertising via street art. Pepsi painted “What Pepsi is doing now is bright colorful backgrounds with Arabic writing that read: “Express Yourself From not giving back to the Your Heart, No One’s a Match For You.” graffiti artists; they’re The positive words were ignored; Egyptians felt too violated by Pepsi taking over their saying we are graffiti artists canvas to care about the brand’s message. Infamous street artists responded to just like you, which is like the Pepsi’s marketing campaign by branding it with a message of their lowest of the low.” ! - Keizer, Egyptian own. Two prominent graffiti artist street artists covered the slogan with their trademark stencil of hummingbirds and ants. Underneath Pepsi’s writing, graffiti artists wrote “Spray Cans Are Never Exahusted” and placed competing brand logos over Pepsi’s, including Coca-Cola’s and Sinalco’s. Bottom line for brands: When choosing the right marketing vehicle,8 don’t try to be ‘one of them’ because you’ll always be a brand.
  • 12. Chapter 3: How Should Brands Change Their Messaging For Post-Mubarak Egypt? Hint: Don’t focus on yesterday, but on…9
  • 13. Brands in Egypt should focus their marketing messages on tomorrow. For the first few months following the revolution’s climax, brands pushed marketing See the next page for how one brand’s efforts campaigns that rode the focused on rebuilding Egypt’s future. revolutionary bandwagon. ! Messaging largely focused on joining the revolution’s momentum; commercials featured images of celebrations with Egyptian flag and urban landscapes that looked identical to Tahrir Square. Coca-Cola launched a campaign titled “Make Tomorrow Better” where young people do just that by pulling the sun out of the sky with ropes on a cloudy day. The slogan, like that of Pepsi’s “Express Yourself” campaign, is Coca-Cola’s way of joining in revolutionaries’ victory and agreeing with them that they are powerful. The problem is that brands didn’t play ! Advertisements communicating pride in the Egyptian people are ineffective because the brands behind them a role in the protests.! didn’t help the people during military clashes or during days of Tahrir Square sit-ins. Brands showed up at the party too late and missed all the fun. Instead of trying to jump on the happiness that’s already been created and experienced without them, brands should focus their marketing efforts on Egypt’s future because they still have the chance to be a part of that. Egyptians are experiencing a tricky transition where the future is unclear. Brands have the opportunity to join in that momentum- they just need to recognize that Egypt is a fragile environment right now.Brand messagiing in Egypt should be dignified and purposeful. ! “Consumers have In the past, advertising in Egypt has been largely centered around gimmicks and shock proved to be factors. Simple jingles are a common tactic in Egyptian marketing. Consumers in Egypt have intelligent and they proved, through the revolution, that they are smart people that can’t be swayed by have a voice now. entertainment or fads. Marketers should consider the strong demands and attitudes Theyre not stupid”! Egyptian Millennials expressed during the revolution and develop ideas that reflect this - Advertising Age strong character. 10
  • 14. Case Study: Jotun! In March 2011, just one month after Mubarak stepped down as president,Jotun launched a corporate social responsibility (CSR) initiative to help clean upCairo’s streets. Jotun, one of the world’s largest paint manufacturers, offered itsproducts and services to paint areas in Cairo that had been neglected anddamaged by weeks of protests. The CSR campaign made no direct pitch for Jotunproducts beside using its own paints.“The way I see it, the campaign is all Regardless  of  the  campaign’s   execu6on,  this  respondent-­‐  a  young  about their brand image. Granted, they Egyp6an-­‐  thought  the  idea  behind   Jotun’s  efforts  was  ‘solid.’  Instead  are aiding the public, but I personally of  trying  to  steal  revolu6onaries’   thunder  or  share  the  momentum,  saw these people painting the streets, Jotun  focused  on  the  revolu6on’s   a=ermath.  Helping  rebuild  the  city  and they would work on the same spot was  a  message  from  Jotun  to   consumers  that  though  their  for months. The idea is solid, ! support  was  MIA  during  the  but their execution wasnt top notch.” ! protests,  they  are  here  for  Egypt’s   future.   - Egyptian survey respondentIf Jotun had executed this CSRinitiative more effectively,consumers may have generatedorganic buzz about Jotun viasocial media because the brandhad a productive message.Bottom Line forBrands: Associateyour name with avaluable message.11
  • 15. Key Takeaways for   Marketers!   The revolution has been a You weren’t part of the way of life for Egyptian revolution, so don’t try to Millennials and their future join in now: Focus on the is riding on it: future of Egypt. Be sensitive   this. to   Egyptian Millennials Egyptian Millennials have feel strong ownership! proven to be smart and ! over the revolution: dignified: Your messaging ! Don’t try to take it should be too. from them. Not only are Egyptian Millennials online, “For many young Egyptians who they’ve proved social took great risks in Tahrir Square to media is one of their help bring down a dictator, the strongest allies: Be commodification of the revolution is smart when choosing the right media vehicle.   offensive and stupid” -­‐  NPR   ! !12
  • 16. How will you revolutionize your marketing?Thanks for reading this guide! I hopeyou’ll be able to apply some of thesetips and tricks to your own marketing.    Don’t  forget  to  connect  with  me  on  TwiEer  at  @hannahshambles  or  at  hannahfleishman@gmail.com     *The layout theme for this e-book is inspired by HubSpot’s e-book design

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