How Brands Are Using Social Media To Target Youth

HOW BRANDS ARE USING SOCIAL MEDIA TO TARGET YOUTH:
A CASE STUDY

index
THE MILLENIALS – 3
THE YOUTH AND SOCIAL MEDIA – 11
INSIGHTS ABOUT THE ARAB YOUTH – 26
THE ARAB YOUTH AND SOCIAL MEDIA – 46
INSIGHT #1 – BRANDS ARE PERSONAL – 54
INSIGHT #2 – SOCIAL CUSTOMERS – 64
INSIGHT #3 – VISUAL STORYTELLERS – 81
INSIGHT #4 – SHARED EXPERIENCES – 92
INSIGHT #5 – GENERATION WE – 102
INSIGHT #6 – EMOTIONALLY GLOCAL – 107
INSIGHT #7 – CREATIVE DISRUPTERS – 120
CASE STUDIES – INSTAGRAM CAMPAIGNS – 132
CASE STUDIES – TWITTER CAMPAIGNS – 138
CASE STUDIES – FACEBOOK CAMPAIGNS – 143
CASE STUDIES – YOUTUBE CAMPAIGNS – 149
AD PRACTICES – 156
2

THE YOUTH AND SOCIAL MEDIA
11

Another
study
found
that
22%
of
teenagers
log
onto
their
favorite
social
media
sites
more
than
10
$mes
a
day
16

INSIGHTS ABOUT THE ARAB YOUTH
26

THE ARAB YOUTH AND SOCIAL MEDIA
46

THE INSIGHT
Brands are personal
They need to talk the talk, and walk the
walk

Youth want ‘like-minded peers’, not brands and agencies as
participants in their social media conversations.
Brands are personal 55

• Throughout millennials’ lives, brands have been presenting themselves as a
means of self-expression and self-definition.
• Millennials are open-minded, so they accept that brands can play this role—but
they’re also demanding, so they want to know a lot about the brands that want to
represent them.
• Tooled up with social media and multiple viewpoints, millennials are adept at
looking through the marketing moves and getting a sense of what the brand is
really about, its truth.
• This matters to them because they use brands to identify, express and support
what they find personally important. Using brands that embody their values
makes them feel good about themselves.
• Brands that connect with millennials and identify with them understand the
importance of being authentic, real. They talk the talk, and walk the walk.
Brands are personal
57

MEMES SO HOW DO BRANDS GO ABOUT IT?
Brands are personal
SELFIES
#hashtags
LINGO
An image,
video, piece
of text, etc.,
typically
humorous in
nature, that is
copied and
spread rapidly
by Internet
users, often
with slight
variations.
Due to the
popular ity of
mobile with
front facing
cameras and
image sharing
social
networks like
Instagram, the
selfie trend
has exploded
and it hasn’t
stopped
brands from
being a part of
it.
People use
phrases on
social media
that have
become very
popular.
Brands have
used them in
their
communicati
on to
connect with
the youth.
a w o r d o r p h r a s e
preceded by a hash
sign (#), used on social
media sites such as
Tw i t t e r t o i d e n t i f y
messages on a specific
topic.
Others like EMOJIS
and REACTION
GIFS are also catching
on
58

MEME
Brands are personal
SELFIE
#hashtag
REACTI
ON GIF 59
FACEBOOK EXAMPLES

TWITTER EXAMPLES
LINGO
ICYMI or In case you missed it.
Often employed when a Twitter
user retweets his or her own
content from earlier.
Brands are personal
LINGO
H/T or Hat Tip. Brands use this
if they're sharing something
they heard through someone
else. It's nice to give credit.
#hashtag
Instagram users love
sharing old photos of
themselves, and #TBT
(Throwback Thursday) has
become the perfect
opportunity to do so.
EMOJIS 60

INSTAGRAM EXAMPLES
Star Wars launched its Instagram account
with this comical Darth Vader selfie . In the
first four hours, the account reportedly
gained 30,000 followers. To date, the image
has over 63,000 likes.
MEME
Brands are personal
SELFIE
Instagram users love
sharing old photos of
themselves, and #TBT
(Throwback Thursday) has
become the perfect
opportunity to do so. Many
brands have adapted #TBT
into their posts by sharing
historic images or fun
flashbacks of their brands.
#hashtags
61

GCC EXAMPLES
LINGO #hashtag
Brands are personal
#hashtag
62

Brands are personal
• Hashtags will soon be everywhere
• Currently used on a variety of networks:
Facebook, Google+, Instagram, Twitter
• Newsjacking and Trendjacking (the art of
injecting your ideas into a breaking
story)are a result of hashtags and have
made young opinion-makers the power to
be discovered.
63

THE INSIGHT
SOCIAL CUSTOMERS
Always connected, always on the move

As social customers, youth are either connected or connecting. Their
need to connect drives youth to behavior that seems irrational to others.
Social customers 65

874 million people used
Facebook’s app in 2013, up by
45% from the year before.
INTERNATIONAL STATS
Social customers 66

INTERNATIONAL STATS
How Teens are using social media
Social customers 67

Social customers
68
INTERNATIONAL STATS

GCC STATS
Social customers 69

GCC STATS
Social customers 70

GCC STATS
Social customers 71

GCC STATS
Social customers 72

GCC STATS
Social customers 73

Social customers
SO WHAT DO BRANDS DO ABOUT IT?
REWARD IN
REAL TIME
OPERATE
IN REAL-TIME
Some8mes,
to
show
their
thanks,
brands
do
cool
and
unexpected
things
to
give
back
to
their
social
media
fans.
Real-time marketing is
reacting in real-time, or in
a t im el y m an ne r, wi t h
messaging that’s relevant
to the needs and interests
of your customer. The
always-on-the-move
youngster prefers this.
74

TWITTER EXAMPLES
q Leveraging EVENTS
Social customers
During the third quarter of Super Bowl XLVII when a power outage at
the Superdome caused some of the lights to go out for 34 minutes,
Oreo’s social media team jumped on the cultural moment, tweeting
this ad.
The message caught on almost immediately to the youth, getting
nearly 15,000 retweets (as of this writing) and more than 20,000 likes
on Facebook!
REAL-TIME
REAL-TIME
Humour is the best way to attract the
youth’s attention. In #2014, the
#Oscars hashtag was used in 8.9
million Tweets in superb ways.
75

TWITTER EXAMPLES
q Leveraging
NEWSMAKERS
Brands often post updates about youth icons to connect with the audience on the
internet. On the retirement of India’s biggest sporting legend, Sachin Tendulkar,
many international brands participated in the hashtag #ThankyouSachin. On the
death of Nelson Mandela thousands of people, including brands, lamented the
occasion by sharing his quotes and posting his pictures. Some brands do this in a
cheeky way as well, like in the example above when Orange is the New Black, a TV
show about a women’s prison tweeted the picture when Justin Bieber was arrested.
Social customers
76

TWITTER EXAMPLES
q Leveraging FANS
Taco Bell recently created a set of
eight custom Taco Bell rings to
send to its young influential
Twitter followers. The ring set
included two rings, one that says
“Taco” and the other “Bell.” The
r e c i p i e n t s o f t h e r i n g s
happily tweeted and Instagramed
pictures of their new rings.
Social customers
Virgin Atlantic decided to send its marketing
team and cabin crew members to cheer up
people in Boston by making special
deliveries for people who weren’t having the
best of days. The airline brand looked at its
Twitter followers to find people in Boston
tweeting about things like having to wait in
the snow for a train or other everyday
annoyances. The Virgin Atlantic team
reached out to these people via Twitter
direct messages to locate them and arrange
things like delivering 100 cup cakes to a
blogger and his coworkers and giving a
women a ride to a business meeting and
preparing her for the cold with a pair of
gloves and a hat.
REWARD
REWARD
77

FACEBOOK EXAMPLES
Social customers
REWARD
REAL-TIME
REAL-TIME
78

INSTAGRAM EXAMPLES
REAL-TIME
Social customers
REWARD
79

GCC EXAMPLES
REAL-TIME
Social customers
REAL-TIME
REWARD
80

THE INSIGHT
Visual storytellers
Social you can see

Every picture has a story and youth want to share and discover stories of
each other as well as of brands.
Visual storytellers 82

• Creating good image content is now becoming more important than ever with
platforms other than Facebook adding new opportunities for marketers
• But users now have the advantage of providing feedback to the platforms on the
content that they are seeing from brands
• Good image content can make the difference between a user hiding your post and
blocking your content from their stream, or Like-ing and following you
• Apple launched its iPad air with retina display. Twitter adds photo previews into
your feed. Large images have become a popular trend in web design. It's clear that
high-quality visual content is on the rise. As our social feeds get more and more
polluted, we're going to need higher quality images to catch our attention.
• Marketers need to focus on brand photography in order to attract consumers to its
FB pages and then keep them coming back
83

From being a
network with lines
of text, Twitter
had introduced
image and video
previews in its
stream 84
INTERNATIONAL STATS

TO CONVERSE TO SHOW OFF TO ENGAGE
Visual storytellers
85
FACEBOOK EXAMPLES

TO ANNOUNCE TO ENTERTAIN TO TEMPT
Visual storytellers
86
FACEBOOK EXAMPLES

Visual storytellers
ASOS, One of UK’s largest
online-only fashion and
beauty stores uses Twitter in
interesting ways to connect
with its young fans. It sends
direct messages to loyal
fans every once a while to
surprise them with discounts
that can be availed directly
from the store. This way,
more fans follow in the hope
they get the discounts, and
ASOS also gets brownie
points for rewarding loyalty.
87
TWITTER EXAMPLES

TO ENGAGE TO TEMPT
TO
ATTRACT(COLLAGE)
Visual storytellers
88
INSTAGRAM EXAMPLES

Visual storytellers
TO ENGAGE
89
INSTAGRAM EXAMPLES

I-Commerce or Instagram-Commerce is catching on in the Middle
East with people using Instagram in innovative ways. Already a
HUGE trend in Kuwait; Egypt, Jordan and Lebanon are all ripe for
this to take off in a big way in 2014.
GCC EXAMPLES
Visual storytellers 90

GCC EXAMPLES
Mentos Arabia #GivethemaMentos
Mentos
wanted
to
adapt
their
‘fresh
thinking’
global
pla@orm
to
produce
their
first-‐ever
campaign
for
the
Middle
East.
Mentos
also
needed
to
increase
brand
engagement
with
Arab
youth
in
a
more
relevant
way.
With
this
in
mind,
they
discovered
something
that
fit
the
brand
proposiMon
perfectly.
Like
all
cultures,
Arabs
oOen
find
themselves
doing
things
that
don’t
make
sense,
yet
they
do
them
anyway
as
part
of
culture.
Call
them
idiosyncraMc
or
plain
bizarre;
everyone’s
partaken
in
these
behaviors.
This
unique
insight
inspired
the
campaign,
where
it
is
during
these
moments
that
Mentos
is
the
‘fresh
thinking’
needed
when
behaviors
around
us
don’t
make
sense.
#GivethemaMentos
was
born.
With
social
media
as
a
massive
channel
of
expression
in
the
region
among
teens,
and
Memes
trending
among
Arab
youth
as
a
language
of
its
own,
it
was
the
perfect
way
for
a
refreshing
brand
like
Mentos
to
tap
into
this
youthful
audience.
3.7
Million
people
were
reached
with
over
4.7
million
impressions
for
Mentos
Arabia.
V isual storytellers 91

THE INSIGHT
SHARED EXPERIENCES
Talk less, share more

Youth are telling their own story, instead of being drowned out by
unending brand narratives hurled at them.
Shared experiences 93

• Sharing content on social media is not just narcissism. Youth want social tools to
created Shared Experiences, not just another social app. A collection of personal
stories via Vines or Instavideos becomes a crowd sourced SHARED EXPERIENCE.
• Twitter started the wave when they launch Vine, but Instagram’s update to support
videos sealed the deal for micro-videos. The short clips are easily digestible for the
short attention spans of customers these days and has become quick, easy and
very simple to create and share
• Early adopters of Vine and Instagram videos have become stars in their own niche,
becoming a new breed of influencers who are truly creative, not just popular
• Brands who have seized the opportunities have also started including these
platforms in their marketing efforts. Brands will have to really understand their
customers and collaborate with artists and not just within their own companies for
content.
• The spreading of video content has also given rise to the viral video phenomenon.

• Rising in popularity
• 6-15 seconds long
Shared experiences
• Delivers information quickly
• Must capture the attention of the
viewer
• Must provide value
• Requires creativity and
experimentation

37% OF
CONSUMER MEDIA
CONSUMPTION
ALREADY TAKES
PLACE ON MOBILE
DEVICES.
Shared experiences

Plenty of brands have jumped
on the Vine and Instagram
bandwagons, if for no other
reason than to garner publicity
for being with it, fun and willing
to experiment. (“Look, we
made a Vine!”). Vine content
doesn’t necessarily have to be
quirky and whimsical simply
because of the six-second
length. GE, for example, is
using the platforms to focus on
science and interesting facts,
which end up getting shared
among friends.
Shared experiences
97
VINE EXAMPLES

INSTAGRAM EXAMPLES

VIRAL VIDEO EXAMPLES
PRANKVERTISING
In 2013, a relatively new style of
viral video sprung onto the
I n t e r n e t : “Prankverts” o r
“Prankvertising.” These videos
involve advertising your product
by using hidden-cameras and
p r a n k i n g u n s u s p e c t i n g
bystanders. These Prankverts
are aimed to shock unwitting
participants and entertain online
ones. Prankverts appeal to a
wide audience and can be used
in almost any setting and for any
product.

VIRAL VIDEO EXAMPLES
HARLEM SHAKE
The Harlem Shake was
an Internet video meme in the
form of a video in which a
group of people perform
a comedy sketch accompanied
by a short excerpt from the
song "Harlem Shake” As of
February 11, about 12,000
versions of the popular Internet
meme had been uploaded to
YouTube, garnering over 44
million unique views.

GCC EXAMPLE
HAPPY – PHARRELL WILLIAMS
"Happy" is a song performed by American singer and
producer Pharrell Williams from the Despicable Me 2
soundtrack album. To coincide with the single release,
the website 24hoursofhappy.com was launched
featuring a visual presentation of "Happy" advertised as
being "the world's first 24 hour music video". The video
consists of the four-minute song repeated with various
people dancing around Los Angeles and miming along.
The original video spawned many cover videos on
YouTube in which people from different cities throughout
the world dance to the song. Those videos are usually
called "Pharrell Williams – Happy – We Are from [name
of the city]".[36] As of May 2014, more than 1,500
videos had been created.

THE INSIGHT
Generation we
A generation that cares

‘Warm’ is the new cool as today’s generation cares for causes, endorses
them and very often, takes part in them too.
Generation we 103

EXAMPLES
Generation we
As more and more
brands are taking part in
CSR, more youth is
getting inspired to give
back. This is especially
so in the GCC after the
Arab Spring. 106

THE INSIGHT
EMOTIONALLY Glocal

SO HOW DO BRANDS LEVERAGE THIS?
KNOWLEDGE +
EMOTIONS = #WIN
To befriend the youth, brands are now
sharing knowledge and advice with them or
stirring/inspiring them, or at the very least,
making them feel, so they can earn their
trust and become ‘cool’ in the eyes of the
youth. This is done through a variety of ways
like Trivia posts, inspiring quotes, inspiring
posts, etc.
EMOTIONALLY GLOCAL 108

The Glocals are the generation that takes pride in belonging to its roots
and culture but is always curious to know about the rest of the world too.

TWITTER EXAMPLES

FACEBOOK EXAMPLES

INSTAGRAM EXAMPLES

GCC EXAMPLES
#MyDubai is an initatiative
launched by H.H. Sheikh
Hamdan bin Mohammed
bin Rashid Al Maktoum,
Crown Prince of Dubai, on
his Instagram and Twitter
account. So far 500,000
images have been posted
to Instagram. A number of
top international brands,
local organisations and
government entities have
also engaged with the
initiative.

GCC EXAMPLES
EMOTIONALLY GLOCAL
With Expo 2020 being announced
late November we saw the power
o f s o c i a l media t o d r i v e
engagement, reach and impact of
the live celebrations taking place
in Dubai that evening. The
Twittersphere was awash with
congratulatory tweets & Vines/
Instavideos of the fireworks. 119

THE INSIGHT
Creative disrupters

Youngsters today want to connect with peers in the real world.
Technology is only a means to the end, not the end itself.
Creative disrupters 121

INTEGRATED
CAMPAIGNS
SO HOW DO BRANDS GO ABOUT IT?
Online and offline have to be in
sync. Do things online that link
to offline and vice versa. Disrupt
the norms. Do things that haven’t
been done before so youngsters
can truly connect.

EXAMPLES
THE RED BULL STRATOS MISSION
The Red Bull Stratos mission was a record
breaking event that saw Felix Baumgartner free-fall
jump from more than 23 miles above the earth,
while also becoming the biggest digital live event
on record. With over 8MN concurrent live streams
on YouTube (world record), 3.2MN Tweets on
certified hashtags, over half the Twitter trending
topics globally, 22,000 photos on Instagram, and
over 1MN Likes on a Facebook photo, the Red Bull
Stratos project helped to redefine how brands and
events can be activated in social media.

EXAMPLES
HEINEKEN DEPARTURE ROULETTE
‘Departure Roulette’ was introduced at New York’s
JFK airport. Travellers were asked if they were
willing to drop everything, abandoning their planned
itineraries in exchange for an unknown destination,
revealed through a push of the roulette board button.
Those daring enough to undertake this test of
spontaneity and faith found themselves re-routed to
far-flung locations including Laos, Thailand and
Cyprus. On YouTube alone, the video has over 2
million views. Major media sources, including the
New York Times and Time Magazine, ran feature
stories on the activation, turning it into a huge
success in a matter of days. Since then the story has
been talked about all over the world.

EXAMPLES
COCA COLA - PAPERTWEETOS
Coca-Cola brought tweets to life to celebrate the
Argentinean national soccer team playing in
Copa América last year. Every time the team
play people cheer for them, anytime and
everywhere, by tweeting and throwing bits of
paper into the air at the stadium during the
game.
To boost encouragement for the team, Coca-
Cola combined the paper throwing with fan
messages posted on Twitter. Through a
designated hashtag fans tweeted their support,
each tweet was printed. These “Papertweeetos”,
2 million of them, were then launched at the
game as the players walked onto the field, filling
the stadium with fan-generated encouragement.
C reative disrupters 129

EXAMPLES
STARBUCKS TWEET-A-COFFEE
Launched on Oct. 28, Tweet-a-Coffee let you
give a $5 gift card to a friend by putting
"@tweetacoffee" and the friend's handle in a
tweet. To do so, users had to link their Starbucks
account to Twitter and their credit card to the
account. More than 27,000 fans used the
program. Some 34% of users bought multiple gift
cards and 32% of the purchases occurred on the
first day. It prompted about $180,000 in
purchases to date since it launched in late
October.

GCC EXAMPLE
COCA COLA HELLO HAPPINESS
Coke reaches out to migrant workers with a feel-good
stunt that took place in the United Arab
Emirates, where there are many blue-collar
workers hailing mostly from South Asia. These
workers are often the poorest in the country, and
live apart from their families for many months.
Often, the only way they keep in touch is by
calling home -- not always cheap, since rates
can be as high as $0.91 a minute.
To help them out, Y&R Dubai turned Coke bottle
caps into a "currency" that could be used in a
special booth that accepted those caps so you
could make three-minute international calls. The
booths were installed at labour camps where the
workers live.
C reative disrupters 131

MARKETING CASE STUDIES
Instagram CAMPAIGNS 132

KELLOGG’S
#NYASPECIALK
Young people love winning.
In one of its stores in
Sweden, Special K offered
customers the opportunity
to win free cereal boxes of
a new flavor. The only thing
customers had to do was
snap an Instagram photo
featuring the cereal brand,
upload it with the hasthag
#nyaspecialk and show it to
the cashier. Winning free
cereals has never been that
e a s y . A b o u t 4 0 0
participants in total for just
one location.
Instagram CAMPAIGNS
#DRESSEDD
D u n k i n D o n u t s
celebrated Halloween
with #DresseDD by
giving an incentive for
their followers to dress
their cups up and snap
a photo. The contest
wasn’t restricted to
Instagram, 45 Photos
were submitted during
the contests’ 2 weeks.
A t t h e t i m e , t h a t
represented half the
photos Dunkin Donuts
managed to share on
their own Instagram
account.
133
INTERNATIONAL

INSTAGRAM YOUR
INSPIRATION
Redbull launched 3 new flavours
that coincide with the 3 Redbull
colours, Red (cranberry), Blue
(blueberry) and Silver (lime). Fans
were encouraged to upload
pictures of what they think inspires
each colour (flavour) with one of
the corresponding hashtags
#rededitionplease
#blueeditionplease or
#silvereditionplease. Qualifiers
were sent a can of the flavour they
chose to try. Qualifying photos
were also collaged and made into
posters around the UK.
Instagram CAMPAIGNS
134
INTERNATIONAL

INTERNATIONAL
CRACK THE US OPEN
Heineken created the first
Instagram-based interactive
scavenger hunt. Heineken
featured a mosaic of small
scenes on its Instagram
account. Fans were given a
photo as a starting point, from
which they hunted for clues in
the hope to solve a mystery.
Hashtagging the right answer
was the right photo is the only
way to win the reward. 18
tickets to the US Open Final
were given as prizes.
Instagram CAMPAIGNS
135

MIDDLE EAST
NBD NATIONAL DAY
Emirates NBD ran a contest for the
U.A.E’s 41st National Day where
people could enter their best images
by hashtagging #nbdnationalday.
The 41 most liked entrees were
highlighted in an exhibition at the
bank’s headquarters. The winners
show up and share their excitement
through Instagram. The contest
received 959 entries.
Instagram CAMPAIGNS 136

MIDDLE EAST
MEET MESSI
Qatari
based
telecom
company,
Oreedoo,
as
a
part
of
its
first-‐ever
global
communicaMon
campaign,
is
asking
young
people
to
upload
videos
of
their
football
“street
skills”
to
an
Instagram
account
with
the
hashtag
#MeetMessi.
The
best
local
entries
will
be
shared
on
a
dedicated
Facebook
page
and
featured
on
the
website,
www.simplydowonders.com,
and
the
winning
entry
will
receive
an
all-‐expenses-‐paid
trip
to
Barcelona
to
meet
Messi
and
see
a
major
football
match.
Instagram CAMPAIGNS
137

TWITTER CAMPAIGNS
138

M E T R O P O L E
TWEETPHONY
Metropole TWEETPHONY
Orchestra started
this Twitter campaign, where
people could go to the
website, compose music with
a digital piano, and then have
the music converted to tweet
f o r m a n d s e n t t o
the Orchest ra's Twi t ter
account. The orchestra then
picked the best of these
musical tweets and performed
them.
This campaign was so
successful because it was
simple and fun for users to
contribute.
TWITTER CAMPAIGNS
FIAT TOO FAST TO FOLLOW
Fiat took a very unusual approach to
their social media marketing in
Germany. Rather than engage with
their followers, they actually blocked
them. Their claim was that the car is
“too fast to follow”.
The campaign generated a great deal
of publicity and Twitter users were
lining up to be blocked by the Abarth
500.
139
INTERNATIONAL

TWEETPHONY
MERCEDES YOU DRIVE
Mercedes used Twitter to help drive buzz around a
new TV advert. They shared a 30 second clip of a
car chase and then allowed the Twittersphere to
vote for what happened next. The winning story was
then aired during ‘The X Factor‘ the following week.
By handing power to consumers and making the
process more interactive, the advert generated an
impressive amount of buzz.
TWITTER CAMPAIGNS
LG TICKET HUNTER
LG wanted to boost smartphone sales amongst 16-24 year-olds.
So they created a Twitter treasure hunt.
LG set out a stall in a UK city and the first person to get to
their stall won two tickets to a high profile concert. To help
users find the stall, LG placed a map online that gradually
zoomed in on the precise location whenever the hashtag
#lgtickethunter was used on Twitter.
The campaign received reach 50,000 tweets. This,
combined with sponsored links, helped them to quadruple
their smartphone sales among 16-24 year olds during the
140
weeks following the campaign.
INTERNATIONAL

TWEETPHONY
YOU’RE NOT YOU WHEN YOU’RE HUNGRY
Snickers had big UK celebrities post five very out-of-character
tweets and end with a tagline "You're Not You
When You're Hungry" and a picture of the star posing with a
Snickers bar. Supermodel Katie Price tweeted about global
economics and soccer player Rio Ferdinand started
tweeting about his new hobby of knitting. After ending with
the tagline and a celebrity picture with a Snickers, the
celebrities' Twitter accounts returned to normal.
The campaign reached a total of 26 million people.
TWITTER CAMPAIGNS
KNOCK DOWN THE PRICE OF PIZZA
Domino's UK ran a clever Twitter campaign that got
fans interacting with them, all in the name of
cheap pizza. Domino's reduced the price of
the star pizza according to how many people
tweeted in time for lunch. For every tweet
sent, £0.01 was knocked off the price of the
pizza - knocking the price down from -£15.99
to £7.74. The promotion ran for two hours,
and people had to include the hashtag
#letsdolunch in their tweets to knock down
the price of a large pepperoni pizza.
INTERNATIONAL
141

TWEETPHONY
MIDDLE EAST
RAMADAN RIDDLES
To promote its new flavors in UAE, Red Bull held a contest during
Ramadan, where users were asked to answer riddles given by
@redbulluae & Hashtag it using #ramadanriddles. Winners were
selected on a daily basis which were given Red Bull merchandise.
The contest helped build awareness about the new flavours and
attracted new followers.
TWITTER CAMPAIGNS
NAME THE DINO
Dubai Mall’s displayed a 155 million-year-
old dinosaur skeleton and held a
contest for naming it with the hashtag
#NameTDMDino. The winner would get
the chance of winning a trip for four to
Jurassic Park at Universal Studios in
Orlando, Florida. The contests received
thousands of entries with an average of
300 entries per day. 142

FACEBOOK CAMPAIGNS
143

BURGER KING SACRIFICE A
FRIEND
During this campaign, fans were
encouraged to “sacrifice” (i de-friend)
ten of their friends in order to receive
a coupon for a free burger.
As fans began to delete friends, the
Burger King Facebook application
would then notify the friends that they
had been sacrificed for burger.
Nearly 234,000 friends had been
“sacrificed” with more than 23,000
coupons for free Whoppers given
away. Youngsters were motivated by
their love of a Whopper and could
delete friends without worry. They
could easily come back and add them
again the next day.
FACEBOOK CAMPAIGNS
PAPA JOHN’S SPECIAITY PIZZA CHALLENGE
Fans were challenged to create a new pizza
offering that could become the chains next
specialty pizza. The winner would also receive
free pizza for life plus proceeds from the winning
recipe.
The response was overwhelming with
over 12,000 entries receive via Facebook. Only
three winners were chosen, each given $1000 to
market their creation. 144
INTERNATIONAL

THE MOST LIKED LIGHT
BEER
By fanning Corona Light Beer’s
on Facebook you could see
your picture up in the bright
lights of New York City’s Time
Square. The campaign was a
great social media success in
the sense that it had fans
interacting on the pages as
well as spreading the story of
the billboard by word of mouth.
The billboard ran for a month
until the beginning of
December, and many fans
were able to snag pictures and
be a part of this Facebook-based
FACEBOOK CAMPAIGNS
advertisement.
THE BEST JOB IN THE WORLD
In 2009, Tourism Queensland promoted
the Great Barrier Reef as a global tourism
destination with a website encouraging
people worldwide to apply for The Best Job In
The World, to be a "Caretaker of the Islands"
to "house-sit" the islands of the Great Barrier
Reef for half a year, based on Hamilton
Island. Over 35,000 applications were
received from over 200 countries By the
campaign's end, it has generated more than
$200 million in global publicity value for
Tourism Queensland.
145
INTERNATIONAL

FACEBOOK CAMPAIGNS
A&E PARKING WARS
in 2007, the game wizards at Area|Code (now
a part of Zynga) were given the brief to
promote A&E’s show about parking. So the
company created a Facebook game about
parking. And it killed. Parking Wars players
controlled a street and a handful of parking
spaces and advanced in the game by parking
on friends’ streets and issuing tickets to their
“unlawfully” parked cars. The game was a
c omp e l l i n g e x amp l e o f c o n t i n u o u s
engagement--games that kept players coming
back throughout the day. And a remarkable
number did-- 400,000 players signed on to
Parking Wars in two months, with total users
growing to over 1.5 million. But Parking Wars
was one of the earlier examples of a truly
social game that actually involved players’
Facebook friends.
146
INTERNATIONAL

BEAT FM CAN YOU BEAT THIS?
The English Radio station Beat FM 102.5 in Amman
wanted to target young Jordanians to increase its
Facebook fans as well as listeners. As part of the
campaign, they built a custom app on Beat FM's
Facebook page where fans were invited to share
their pictures for a celebrity look-alike competition
and vote for their favourite celebrity look-alike. The
campaign was publicized through Facebook, Twitter
and through outdoor advertising. Two months into the
campaign, Beat FM picked the top ten photos (based
on number of votes), and the winners were given free
night stays at 5-star hotels, gym memberships and
shopping vouchers. eat FM increased its number of
active Facebook fans from 23,000 to 40,000. In
addition, interactivity (user engagement) within the
company’s Facebook page increased dramatically
FACEBOOK CAMPAIGNS
147
MIDDLE EAST

MIDDLE EAST
GRAVITY BREWING LAST SUMMER ON EARTH
The campaign, which was launched in the summer of 2012, looked to capitalize on the
hype around how 2012 was said to be the end of world. The campaign used the myth of
the story and dark humor to create a sense of urgency among young Lebanese youth to try
Lebanew Brew in “The Last Summer On Earth”.
The campaign reached people via various marketing channels, with Facebook being the
prime one. People were allowed to document their last summer on earth and act on things
which they had always wanted to do, such as ‘getting high of life by visiting the highest
peak in Lebanon’, ‘becoming a star’ by posting YouTube videos, ‘crashing a party’, etc.
With an 80,000 viral reach, amassing 738,328 impressions, and engaging 34,464
Facebook users, Lebanese brew had an average of 5,608 users talking about the brand
throughout the campaign duration.
FACEBOOK CAMPAIGNS
148

You Tube CAMPAIGNS
149

DELIVER ME TO HELL
Deliver Me to Hell is a lot less like a series of videos and a lot
more like a choose your own adventure story. Created by Hell
Pizza, a chain of pizza shops based in New Zealand, the
campaign follows a hapless delivery boy as he does his best to
survive the zombie-infested streets with his pizza intact. The
clips take advantage of the annotation feature at the end of each
segment to give the viewer two choices – one inevitable leads to
death of the delivery boy, the other will bring you two more
choices. The point is to guide the pizza guy across town to be in
with a chance to win a years supply of pizza.
The video got over 1 million views in almost 3 weeks. Within a
week 43% of orders made via the company website were from
new customers, mostly young consumers.
YOUTUBE CAMPAIGNS
150
INTERNATIONAL

SAMSUNG GAME TAKEOVER
To promote its LED TV, Samsung
released a YouTube page take-over.
After the start of the video, the
YouTube page itself crumbles away,
and users are prompted to click on
as many butterflies as they can as
they fly right out of the video and
across the screen. A countdown
starts and a scoreboard ticks away
as you capture the 3D butterflies.
Players get a chance to win a
Samsung 3D LED TV. The youth
loves games so this was a hit!
YOUTUBE CAMPAIGNS
151
INTERNATIONAL

WESTJET CHRISTMAS MIRACLE
More than 250 passengers on Calgary-bound flights were
part of a “Christmas miracle” put on by WestJet. The
Calgary-based airline had a virtual Santa ask passengers
what they wanted for Christmas as they scanned their
boarding passes at a kiosk in Toronto and Hamilton. The
passengers wished for all kinds of things. Little did they
know, WestJet staff in Calgary were recording their
Christmas wishes behind the scenes and rushed to the
stores to purchase and wrap the holiday goods in time for
the flight's arrival.
The passengers were caught in cheerful surprise as gifts
with their names flooded the baggage claim. The airline
posted a video of their campaign on YouTube and garnered
over 2 million views in just 2 days! The youth loves positivity
so this was HUGE hit amongst them!
YOUTUBE CAMPAIGNS
152
INTERNATIONAL

INTERNATIONAL
DC SHOES VIDEOS WITH DRIVE
DC Shoes’ gymkhana series is not for the
faint of heart (or for mothers of teenage
drivers). The series follows stunt driver Ken
Block as he drifts through hairpin turns,
catches wicked air (people still say that,
right?) and miraculously manages not to
die. It's easy to see why the fourth video of
the series was the most shared video of
2011. It's hard to take your eyes off of
Block's car even for a second. Since it's
completely plastered in ads, it’s because
that's the point. The youth loves risk takers
and hence every video in the series has got
over 20 million views.
YOUTUBE CAMPAIGNS
153

THE
GRANDPARENTS
FRAME
The vast majority of grandparents in the Middle East
are not familiar with technology and therefore aren’t
engaged in any social platform. Being away from your
loved ones, makes it hard to share these indescribable
moments. In light of this, Johnson & Johnson Dubai
produced the Grandparents Frame, a family-oriented
app that enables parents to instantly send pictures
of special moments to the grandparents’ home.
Johnson & Johnson decided to market the app to the
youth and its corresponding digital frame through a
heart-felt ad that went viral across the region with over
2 million views since it was released on March
2014. The commercial was based on real-life
testimonials of grandparents who opened up in front of
the camera.
YOUTUBE CAMPAIGNS
154
MIDDLE EAST

MIDDLE EAST
LONDON CALLING WEB SERIES
Marks & Spencer launched a new fashion campaign
translated into a two-season social web series that
tackles the day to day issues of two young girls in the
MENA region. The series revolves around Hala, who,
“Dreaming of independence and an alternative life,
packs her dreams and heads off to London,” and
Shireen, a new mom who tries to get over her baby
blues and cope with her new lifestyle with advice from
Hala. In each episode, we see how M&S plays a part in
the two girls’ daily life.
The script is humorous, light, and personal, which
explains the 800,000+ views that it has garnered in
total to this day.
YOUTUBE CAMPAIGNS
155

FACEBOOK
• DO RESEARCH
Marketers need to put more research and focus into the
images they use in Facebook ads because the ad size
is so large (especially in the News Feed). The relatively
short lifespan of a Facebook ad means that brands
must have a vast quantity of unique, constantly
refreshed images at the ready to keep their ads and
content near the top of users’ News Feeds
157
AD PRACTICES

FACEBOOK
• DON’T USE LOGOS IN ADS
No one wants to see your brand’s logo splashed all over their News Feed. Logos are boring and take
the user’s focus off of the action you want someone to take from viewing your ad.
• USE FACEBOOK TOOLS
Custom Audience tool gives marketers the ability to target specific users across any device.
Lookalike Audiences, a cousin of Custom Audiences, enables advertisers to target new users who
are likely interested in the business because they are similar to customers on a list already cultivated.
By effectively using (and combining) these tools, you can ensure your ad creative is tailored in such a
way that it speaks directly to your specific target audiences. This will increase the performance and
user engagement of your Facebook ads, ensuring they remain higher up in users’ News Feeds.
158
AD PRACTICES

INSTAGRAM
• THINK COMMUNITY FIRST
Instagrammers love to capture and engage with beautiful moments and experiences in
“real-time.” Instagram ads should try to reflect that.
• LOOK AT REACH, NOT ENGAGEMENT
Instagram’s focus on reach and awareness metrics confirms the fact that it views itself as
a platform that doesn’t depend on direct fulfillment (or sales) to be successful, but one
which hopes to generate demand for a product. Instagram anticipates these values to
reflect the success of the ads far more than comments, likes and followers do.
159
AD PRACTICES

INSTAGRAM
• FOCUS ON THE IMAGERY
Speed, simplicity and beauty are the key ingredients in the ads
success. While the narrative is important, marketers should
focus on imagery and creativity first, ensuring that the message
is simple and clear. Ben & Jerry’s succeeded in creating
content that was visually appealing and fun.
Ben & Jerry’s succeeded in creating content that was visually
appealing and fun.
160
AD PRACTICES

INSTAGRAM
• MAINTAIN AUTHENTICITY
Marketers should steer clear from manufactured, over-produced
content. While some OOH or print ads can transfer to
digital and vice-versa, the Instagram platform is not built for
overtly “commercial” content. As such, sponsored content
should appear as if a person took the photo, not a brand.
For example, when Levi’s launched its ad campaign, the brand
made sure to align the creative with their brand heritage and
story, all while developing creative that was wondrous and
inspiring. This strong creative, when coupled with the ad
product, resulted in a 24-pt lift in ad recall.
161
AD PRACTICES

TWITTER
• PROMOTED TWEETS
Promoted tweets are regular tweets, with preferential
treatment. The promoted tweet in search will be listed at
the top of search results page, for relevant key words.
These tweets may also be displayed on the homepage
streams of users who may be analyzed by Twitter to be
interested in the product or service.
Advertisers pay for a promoted tweet on a CPE (Cost-per-
Engagement) basis. So advertisers only pay, when
someone retweets, replies to, clicks or favorites your
Promoted Tweet.
162
AD PRACTICES

TWITTER
• PROMOTED TRENDS
The trends purchased and promoted by advertisers appear at
the very top of the 'Trending Topics' list, presented for user per
usal. Users who click on a Promoted Trend see Twitter search
results for that topic showing related tweets, among which
promoted tweets from the advertiser are at the top.
Promoted trends cost thousands of dollars, as they provide
higher exposure compared to promoted tweets and granting
'Exclusive' status to an advertiser. This is the best way to
promote products and services on twitter as it can earn you
over 50 million impressions in a day.
163
AD PRACTICES

TWITTER
• PROMOTED ACCOUNT
The Promoted Account is featured in search results and within
the Who to Follow section. You can target specific country,
area, communities, Interests. These accounts are charged on
a 'Cost-per-Follow' basis.
164
AD PRACTICES

YOU TUBE
• PROMOTED VIDEOS
What easier way to target your audience than to bid on
the keywords your audience is searching for? If you
want to gain exposure with your specific audience’s
search terms, then this is definitely the first step. Your
audience can be as specific as your keyword set. The
Promoted Video ad in this example is from Princess
Cruises. This ad appeared in the first position when the
query ‘travel ideas’ was entered.
165
AD PRACTICES

YOU TUBE
• MASTHEAD
“The Masthead” is a 24 hour high impact placement
on the homepage of YouTube with 100% share of
voice (SOV). Masthead gives you a large creative
canvas that allows for interactive rich media and can
conduct up to 17,000 hours of user engagement in
one day. Most ads include interactive elements
here like clips or games, all of which are highly
customizable on YouTube.
166
AD PRACTICES

YOU TUBE
• IN-STREAM ADS
The In-Stream ad is the video ad that plays before
or during a YouTube video. This option is engaging,
highly visible, and cost effective.
You’re targeting your audience by the topic of the
video they’re about to watch.
In-stream will probably get you the most bang for
your buck and will combine brand exposure with
conversion tactics. Because it’s so focused, In-stream
is money well spent on refined and targeted
users.
167
AD PRACTICES

YOU TUBE
• TEXT OVERLAY ADS
Text Overlay ads are a pretty low-risk operation and
it’s easy to see where your money is going since it’s
strictly PPC and not branding. Whether you’re trying
out a new market or trying out YouTube for the first
time, this is definitely the place to experiment.
Here you can let the content you choose to target
find your specific audience for you.
168
AD PRACTICES

YOU TUBE
• BANNER ADS
This is the most familiar out of the all the options.
You can extend the reach of your existing Display
campaign by linking YouTube to AdWords to
captivate YouTube’s audiences. The image ad can
link directly to your website, and you’re able to use
standard image, flash or rich media ads (no video
required). Your ad will be placed on the YouTube
Search/Watch pages, all targeting types are
available, and pricing is auction, CPC, or CPM
based.
169
AD PRACTICES

YOU TUBE
• BECOME A YOU TUBE PARTNER
The YouTube Partner Program allows creators to monetize content on YouTube through
a variety of ways including advertisements, paid subscriptions, and merchandise.
Each time someone views, clicks on or watches a video-based ad on your YouTube
Channel, you earn a little revenue. How much you earn depends on a variety of criteria,
including the type of ad that’s seen or responded to by the viewer. If you want to earn
significant and ongoing revenues as a YouTube Partner, you’ll need to consistently
generate thousands or, better yet, tens of thousands (or more) video views, each and
every month.
170
AD PRACTICES

YOU TUBE
• PROMOTE YOUR VIDEOS
Embed the videos in the company blog
Embed the videos on the company website
Syndicate the videos via social networking websites
Distribute the videos using http://www.tubemogul.com
Find linking partners for the videos
Seed the video on on various websites like Reddit, Diigo, Stumbleupon, Folkd. Seeding
increases the virality of the video on the internet.
171
AD PRACTICES

REFERENCES
All the facts and figures stated in this case study are taken
from various surveys, case studies, campaign statistics,
guides, reports, etc, that are available on the internet. Some
of the main ones are:
• ASDA’S Burson-Marsteller Arab Youth Survey 2014
• Arab Media Outlook 2011-2015: Exposure and Transition
• Arab Social Media Report, Dubai School of Government,
June 2013
• The Arab World Online: Trends in Internet Usage in the
Arab Region
• Mobile Youth Handbook 2014
• Fuel 12 Global Trends in Youth Engagement 2014
• European Youth Trend Report 2013
• Pew Research Center Teens 2012: Truth, Trends and
Myths
• ComScore Marketing to Millenials 2014
• Nielsen How Teens Use Media 2012
• Viacom18 International Media Networks’ The Next
Normal: An Unprecedented Look at Millenials Worldwide
172

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