Maggi: Women Of Change

Credits & Description:

Media: Film
Client: Nestlé
Product: Maggi
Agency: Publicis Middle East Dubai, United Arab Emirates
Entrant: Publicis Middle East Dubai, United Arab Emirates
Product/Service: Maggi
Idea Creation: Publicis Middle East Dubai, United Arab Emirates
Media Placement: Publicis Middle East Dubai, United Arab Emirates
Media Placement 2: Mec Mena Dubai, United Arab Emirates
Pr: Publicis Middle East Dubai, United Arab Emirates
Production: Publicis Middle East Dubai, United Arab Emirates
Production 2: Filmmaster Dubai, United Arab Emirates
Regional Cco: Bechara Mouzannar (Publicis Communications)
Regional Executive Creative Director: Jan Leube (Publicis Middle East)
Deputy General Manager: Myrna Khoury (Publicis Middle East)
Regional Planning Director: Kimi Nath (Publicis Middle East)
Senior Art Director: Fabio Barros (Publicis Middle East)
Senior Arabic Conceptualizer: Abdel Hamid Bekhettou (Publicis Middle East)
Senior English Copywriter: Braden Deatcher (Publicis Middle East)
Senior Art Director: Haitham Medhat (Publicis Middle East)
Art Director: Nadia Karim (Publicis Middle East)
Account Director: Stefania Hurtafo (Publicis Middle East)
Account Manager: Rola Haddad (Publicis Middle East)
Regional Head Middle East & North Africa: Fatima Shaikh (Mec Mea)
Group Account Manager – Social: Sofia Sacre (Mec Mea)
Account Executive: Hayat Tabsh (Publicis Middle East)
Creative Director: Massimiliano Ambrosini (Filmmasters Mea)
Business Executive Officer: Emile Douaihy (Nestle Middle East)
Group Product Manager: Jessy Abdulnour (Nestle Middle East)
Consumer Experience Brand Manager: Maiada Elshahawy (Nestle Middle East)
Website URL: https://goo.gl/6E1WKN
The Campaign:
From not wanting to try new cooking for fear of displeasing her husband, to the anxiety related to pursuing of a professional career, Saudi women lack the confidence to do the things that they truly want to do; believing that they are limited in their achievements.
MAGGI respectfully disagrees, and believes that every woman is a force for change.
MAGGI Diaries is about celebrating Arab women who have defied the status quo, and improved, not only their own lives, but their communities as well. Whether it’s Aisha el Channa campaigning to remove the stigma around single moms, Lina Khalifeh teaching self-defence against domestic abuse, or Maha Laziri building schools for the less fortunate in Morocco, MAGGI Diaries provides every woman of change with the means to voice their message.
MAGGI Diaries calls for all women to realize the power within, to overcome the challenges before them, and ultimately become #WomenOfChange.
Creative Execution:
Beginning as a purely YouTube driven series supported by social media, MAGGI Diaries now includes 20-minute segments on MBC - the Middle East’s top-rated morning show. While MAGGI’s current platforms focuses on amplifying relevant causes, MBC segments tell each woman’s story, and supports their messages with live interviews. Bespoke environments like MBC.net & Shahid.net act as online hubs for content, while TV and social media continually push more content.
In addition, we appointed three artists to illustrate the lives of three #WomenOfChange in the region, creating an original, limited edition #WomenOfChange Graphic Novel. Each story dramatized the real-life events of each woman, as they overcome extraordinary challenges, only to emerge as true women of change. Used to engage, encourage, and inspire all women from around the region to make a difference, the #WomenOfChange Graphic Novel helped MAGGI Diaries reignite the flame for female empowerment in the Middle East.
MAGGI’s message of empowerment resonated with countless Arab women across the GCC.
Reach & Engagement:
•20M video views (across all platforms)
•75M+ impressions delivered (across the entirety of the campaign)
•20,000+ new subscribers on the MAGGI Arabia YouTube Channel.
•A 30% average VTR on YouTube (industry norm 14%)
•Unique reach of 4.2 million on Facebook.
•21% engagement rate on FB (4x the category norm)
•Brand loyalty increased (75% to 80%)
Business Targets:
-Organic Growth
For the challenges faced throughout the year, leaving 2016 with a 9.1% Organic Growth rate (Obj: 10%) is an extremely positive results for the brand.
-Market Share
Increased across all priority markets: KSA: 75% to 81%; KWT: 76% to 86%; UAE: 78% to 84%. (Nielsen Retail Audits)
MAGGI Diaries is all about telling real stories; exploring and documenting the life events of women who have overcome challenges to make a difference to the lives of those around them. As we explore their journeys, we not only provide a platform for their voices to be heard, but drive real change for their causes - all while directly involving our audience.
We’ve seamlessly integrated MAGGI’s core messages into every aspect of the campaign, and provided our audience with relevant, interesting, and sustainable content to fuel their engagement for years to come.
Television still plays a significant role in Arab women’s daily lives; and in terms of time spent, Arab women continue to dominate the landscape. The morning show, Sabah Al Khair Ya Arab (SAYA) on MBC – the most watched TV network in the region - has been a staple source of information, and entertainment for women across the Middle East. To expand the reach of our message of female empowerment, we knew that TV was the most instrumental tool to reach our target audience.
In addition to our current viewers, we also needed to influence the younger, more progressive women in the GCC to drive change in the region. With comic culture continuing to flood the Middle East, we identified and opportunity to increase the campaign’s awareness among the younger target segment, and portray exceptional #WomenOfChange as the true modern day heroines for female empowerment in the region.