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Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social Media

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Etisalat UAE 's latest brand campaign featuring international celebrities backfired on social media.

Article: http://adigitalboom.com/etisalat-uae-lost-etisalatchallenge-social-media/

Published in: Social Media
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Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social Media

  1. 1. #EtisalatChaLLenge Case Study May 2015Digital BOOm adigitalbOOm.com Dubai - UAE A chaLLenge Etisalat was not up to 1
  2. 2. #EtisalatChallenge 2
  3. 3. Etisalat UAE launched a new campaign chaLLenging its customers to find a mobile tariFF in the UAE that Etisalat can’t match or beat. 3 overview
  4. 4. The campaign resulted in a crisis online, also refeRRed to as a #Fail campaign 4 overview
  5. 5. 750 1500 2250 3000 1/5 2/5 3/5 4/5 4/5 5/5 6/5 7/5 8/5 9/5 10/5 11/5 12/5 13/5 14/5 15/5 16/5 17/5 18/5 19/5 - What’s the challenge? - Fans cheering for their celebrities - Criticism of Etisalat - Revealer fueled the heat - du posts Blog posts about the campaign fail spread on twitter TVC Release Censorship scandal TVC provoked customers to negatively re-engage BUZZ +15K overall - buzz trend 5
  6. 6. teaser revealer in the news conclusion 6
  7. 7. Teaser campaign May 2 to 5 Etisalat released an integrated teaser campaign supported heavily by large media spend. The campaign featured six international celebrities. 7
  8. 8. 8 digital, social media, outdoor, print, radio
  9. 9. Social media Influencers joined the campaign by posting branded photos & videos promoting the “chaLLenge” #EtisalatChaLLenge 9
  10. 10. 10 over 30 influencers
  11. 11. remember this UAE Influencers 11
  12. 12. What aDDed to the negativity is the authenticity of the influencers, taking into consideration that many of them were du* influencers. *: du being the second and only telecom operator in the UAE, i.e. the only competitor of Etisalat. 12
  13. 13. Influencers worked with du months ago 13
  14. 14. remember this Influencers worked with du months ago 14
  15. 15. Influencers worked with du months ago 15
  16. 16. 200 400 600 800 1/5 2/5 3/5 4/5 - Wondering what’s the challenge about - Fans cheering for their celebrities - Criticism of Etisalat Negative buzz Negative buzz teaser buzz trend 16
  17. 17. The teaser campaign started off as being positive as people assumed the “challenge” was of a different kind. It didn’t take long though for people to turn that positivity into utter negativity. 5% 10% 85% Negative Neutral Positive 17 sentiment analysis
  18. 18. The negative fEEdback comprised of: • Criticism of Etisalat for paying huge sums of money for celebrities instead of fixing and improving their services • Angry customers challenged Etisalat to come up with better products, mainly data plans (they find it to be among the most expensive and unreliable in the region) • Customers challenged Etisalat to fix the unstable ADSL service, train the call center agents, improve the billing system, etc 18 detailed sentiment analysis
  19. 19. Verbatim 19
  20. 20. Verbatim 20
  21. 21. Verbatim 21
  22. 22. Verbatim 22
  23. 23. Verbatim 23
  24. 24. Etisalat chose to completely disregard customers’ feedback and launched its revealer campaign. 24
  25. 25. Teasing customers for 3 days with international celebrities and online influencers, which has set high expectations for customers including the angry ones. Obviously the campaign has nothing to do with high expectations, it says nothing about customers. It’s all about how Etisalat is rich and great. 25 the revealer - may 5
  26. 26. 26 tv, radio, outdoor, print, social media and digital
  27. 27. TVC click to play 27
  28. 28. 750 1500 2250 3000 4/5 5/5 6/5 7/5 8/5 9/5 10/5 11/5 12/5 13/5 14/5 15/5 16/5 17/5 18/5 19/5 - Revealer fueled the heat - du posts Blog posts about the campaign fail on twitter Etisalat released TVC Censorship scandal TVC provoked customers to negatively re-engage revealer buzz trend 28
  29. 29. Etisalat revealed the campaign challenge, which fueled negativity on twitter. Online publishers reported the backfire, but next day they pulled out their articles, which triggered people’s anger again. Few days later, Etisalat released their TVC! 5% 95% Negative Neutral Positive 29 revealer sentiment analysis
  30. 30. • The campaign revealer was disappointing, which fueled more negativity • Angry customers challenged Etisalat to fix the network, billing system, offer reliable services, and revisit their super expensive prices. • Alleged censorship: negative articles about Etisalat campaign disappeared from different online portals 30 revealer sentiment analysis
  31. 31. Verbatim 31
  32. 32. du’s reply 32
  33. 33. du’s reply 33
  34. 34. Verbatim 34
  35. 35. Verbatim 35
  36. 36. Verbatim 36
  37. 37. Verbatim 37
  38. 38. Verbatim 38
  39. 39. Verbatim 39
  40. 40. Verbatim 40
  41. 41. Verbatim 41
  42. 42. Verbatim 42
  43. 43. Verbatim 43
  44. 44. Verbatim 44
  45. 45. Verbatim 45
  46. 46. Verbatim 46
  47. 47. Verbatim 47
  48. 48. 48 in the news
  49. 49. Three top UAE publishers wrote about the campaign’s failure. The negative articles were pulled from their websites in few hours. 49 censorship scandal
  50. 50. full article: http://bit.ly/1Au63Te 50 the national’s article has been copied to reddit
  51. 51. https://twitter.com/thenationaluae/status/597379695865364480 51 the national’s tweet still online [to-date]
  52. 52. Link: http://bit.ly/1cjiHsg Link: http://bit.ly/1KAbTFH 52 feedback
  53. 53. verbatim 53
  54. 54. Post link: http://bit.ly/1KzmwIV 54 an open letter to etisalat by khalid al ameri
  55. 55. link: http://bit.ly/1FV0Nbm 55 alex of arabia blog post
  56. 56. • FREE PUBLICITY: I am a long term customer of Etisalat but this advertisement prompted me to look at an alternate service provider offering. So du got free PUBLICITY. • TRY OUT: Just to test out services I purchased a plan from du – a lost sale to Etisalat. • COMPETITIVE BRAND RECALL: Effectively loyal customers were reminded that there is an option available in the market. • MONEY NOT WELL SPENT:  : I did not see extra credibility with Etisalat advertisement plan after looking at celebrity endorsement. But snap decision while driving was a state of confusion. • NO TIME: People are being bombarded with so much information – then where is the time to compare tariffs? • CONFUSION: The caption “For the first time in UAE” – is confusing – does this refer to Mobile tariffs or celebrity endorsement? • WEB TRAFFIC: Etisalat web traffic may have increased but so do du traffic too. •CLUTTERED WEB SITE: When I logged onto Etisalat CHALLENGE web site the subsequent maneuvering was quite confusing.  Etisalat should have focused on few key plans and demographics. Full post: http://linkd.in/1J5UJh3 56 8 key points by vinod mehra
  57. 57. Etisalat Challenge campaign is a strong lesson to Etisalat’s Marketing, PR, Social Media and even the executive team, hence, we would like to highlight some key points: • The campaign generated 15K negative comments – Your customers are angry, what are you doing next to satisfy them? • Etisalat lost face after people won the challenge, as Etisalat didn’t reply any of their challenges. Again what’s next v. soon? Conclusion 57
  58. 58. • Social media team had to reply every single tweet/ comment on the hashtag, to take control (Re-consider your social media tactics to win) • Neutral comments asking for the campaign purpose and still don’t get it Conclusion 58
  59. 59. •Paying social media influencers didn’t help the campaign, they’re not your brand ambassadors, they’re people who have popularity and high number of followers, nothing more •Lack of preparations, as Etisalat doesn’t have the best tariffs in the market Conclusion 59
  60. 60. • Marketing team had to review customers’ negative feedback before launching the campaign, it was obvious that it will backfire as the campaign has nothing to do with customers’ expectations • PR team involvement was completely wrong, they caused a brand damage for Etisalat and the online newspapers Conclusion 60
  61. 61. digital boom adigitalboom.com 61

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