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Egyptian Brands Online Activation in Ramadan 2012
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Egyptian Brands Online Activation in Ramadan 2012

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I Previously wrote a blog post about that, but thought it would be much more comprehensive to be compiled in a mini presentation …

I Previously wrote a blog post about that, but thought it would be much more comprehensive to be compiled in a mini presentation http://nehalhesham.wordpress.com/2012/08/31/egyptian-brands-online-activation-during-ramadan-2012-case-audit/

This Report is Mainly going to discuss 5 of the best Online Activities that was executed by top players in Egypt, during Ramadan 2012. It will be covering Brands such as Coca-Cola, Knorr & More. This Report will be giving brief analysis on how those activities affected brands page interaction

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  • 1. Egyptian Brands Online Activations in Ramadan 2012 Created by: @NehalHesham| Social Media Scientist
  • 2. This Report is Mainly going to discuss 5 of the best Online Activities that was executed by top players in Egypt, during Ramadan 2012. It will be covering Brands such as Coca-Cola, Knorr & More. This Report will be giving brief analysis on how those activities affected brands page interactionBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 3. Online Activities OverviewBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 4. Coca Cola Personalized Twitter Cards During the month of Ramadan Coca Cola Egypt launched a very special activation on their Twitter profile, they created a set of 8,200 personalized twitter greeting cards to send to each and everyone of their followers. This idea matched Coca Cola’s Coke started with 8,200 followers and as soon as the finished distributing the cards concept for this Ramadan in the first 10 days of Ramadan they where which was “The Small left with 9,500 follower with an Things That Matter” increasing average of 70-100 follower per day. Coke’s Klout score jumped from 38-50 in the first 7 daysBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 5. La Poire “Es7a w E7sa” Riddels La Poire created an activation on both their Facebook page and on YouTube it was a set of episodes featuring some of La Poire products and ending with a question that they ask to their fans. Videos where creatively made only thing that was missing was La Poire’s channel made 21.5K views with the buzz! La Poire team didn’t an average of 600 views per video. Videos create the right buzz around created a very good interaction on their their videos so they can reach page, it increased their interaction with 57.2% resulting in an average of 80 as many people as they can. comments per post , 30 shares and 100 likes.Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 6. Koki Shop Cooking Competition Koki shop had the typical cooking competition on their page, all fans had to do was create their own special recipe using Koki chicken and post it to their Facebook application. However the competition stated clearly that people had to take a video of themselves while This competition increased Koki’s page cooking, but that didn’t interaction by 37% happen they just took a simple picture of the dish!Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 7. Koki Shop Daily Fazoora (Riddle) Koki also started the classic “Fawazeer” asking questions that are related to Koki and its Ads. The Fawazeer increased page interaction by 15% resulted in an average of 25 comments, 100 likes & 8 shares per postBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 8. Fawazeer HeinzHeinz did create a typicalFazoora (Riddles) activationbut yet they where quitecreative in the way theypresented it. Heinz createdtheir own content (Image)fully branded with Heinzand themed with Ramadan.Fawazeer mainly revolved The interaction was huge it boomed theiraround Heinz company and paged by 67.3% and with an average of 100 comments, 70 likes and 60 shares perits products. post.Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 9. Knorr ArabiaKnorr did a very brilliant idea bycreating their own cooking appto be featured on Knorr ArabiaFacebook page and on iPads,they created a special TV adpromoting for their Facebookpage and their application. Thatwasn’t the only thing Knorr didduring Ramadan, Knorr startedextracting the recipes on their Knorr did something else during Ramadan in celebration of Knorr’s 100K fans. They askedapp to Facebook posts to help their fans to put Knorr’s picture as theirfans prepare their Iftar for the profile image for a chance to win, and fansday, only thing that was missing did. I thought it was a bit cheesy ye itfrom my point of view was the created awesome interaction. . Page interaction increased by 12.5% with anfact that it lacked visuals!. average of 20 comments, 12 shares and 100 like.Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 10. Telecom Brands OverviewTelecom brand didn’t really have huge activations on their social assets they just didbasic fawazeer. games and offers. Pictures below shows some of their activtiesBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 11. Most Effective Online ActivityBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 12. Coca Cola Egypt ActivationPeople loved the greeting cards and their reaction was even betterthan what Coke’s team have imagined. Followers related to the mainmessage which was “Small things that matter” without it was clearlysaid”ResultsFollowers started to put the greeting cards as their desktop and phone wallpaperThey started to pay back by taking pictures of Coca Cola and directly tweeting to@CocaColaEgypt.People even started to say that they will star drinking Coke just because of those greeting cards.What I love about this activation is the fact that it had an impact even if it was minimum onCoca Cola sales, and the pictures below shows how.Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 13. Greeting Cards InteractionBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 14. Greeting Cards InteractionBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 15. Greeting Cards InteractionBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 16. ‫#كوكاكوال_افرح‬Hashtag Coca Cola started a competition in the first week asking fans to tweet about that things that makes them happy using ‫#كوكاكوال_افرح‬Hashtag for a chance to win s Coke Cartons. on the second of August Pepsi decided to copy what Coke did by creating ‫#وقت_الكرم‬HashtagBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 17. ‫ #كوكاكوال_افرح‬VS ‫#وقت_الكرم‬Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 18. Brief About the Online ads that where featured in Ramadan 2012Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 19. FMCG Campaign Analysis Most of the campaigns where done through Facebook and forums that target women, beauty and food like FatakatBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 20. FMCG Campaigns Main Competition in the FMCG industry during the month of Ramadan was between Coke & Pepsi while both had a very aggressive campaign on Facebook and on other spots on the GDN & even on YoutubeBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 21. Ramadan Outings Coffee Shops & restaurants knows quite well that Ramadan is their top season that’s why they went on doing aggressive campaigns mainly on Facebook to attract their desired targets by providing offers and attractive menusBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 22. TV Channels Its also a very high season for TV channels as TV viewership increase tremendously during the month of Ramadan. They did campaigns on Facebook yet the majority was on the GDN (Google Display Network) This year we had a new visitor which was Google’s Ramadan Youtube ChannelBrands Online Activations Report Ramadan 2012 By @NehalHesham
  • 23. Best Online Advertising Campaign in Ramadan 2012Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 24. Googel’s Youtube Ramadan ChannelDuring the first night of Ramadan even before all shows andseries where aired, channel had 1,700 subscriberending Ramadan with 31,604 subscriber YouTube created a very aggressive campaign for this channel it was almost everywhere. Yet i had a tiny little educated guess on where they might be placing their ads, all what I had to do was prove it. I created a list of keywords that the advertising team might have been using to set up their campaign “Music, Video, MP3, Ramadan, Women, Beauty, Food” than I started to search for websites and forums that has the content listed in my keywords, and that proved me right. For more about this youtube channel analysis check my blog post (Blog Post)Brands Online Activations Report Ramadan 2012 By @NehalHesham
  • 25. Thank You Twitter: @NehalHesham Linkedin: in/NehalHesham www.nehalhesham.comBrands Online Activations Report Ramadan 2012 By @NehalHesham