The Dewar’s Worth Doing Campaign dedicated itself to defending the Lebanese heritage. In a country where the people had so little interest in their own endangered heritage, we needed to create a movement strong enough to bring out the militant in every Lebanese person. We started by setting the example with an emotional film and invited everyone to join the Worth Doing movement on a dedicated Facebook page and with the use of Twitter, Instagram and Pinterest. In parallel, the movement was announced via a press conference. We then asked three Lebanese influencers to speak up for us. It prompted more and more militants to shed the light on the current state of our heritage and post pictures of endangered and saved old Lebanese houses on our Facebook page. It didn’t take long for the movement to gather militants even outside of the circle of social media.

The most influential Lebanese NGO joined our cause as well as many other activist groups. The Facebook page became a reference point for our militants. So when the home of the famous author Amin Maalouf was destroyed, our militants denounced it first before it was aired on prime time shows. The campaign became the drive to reinforce protective laws and a fund destined to revive the Lebanese heritage is about to be activated. Today, old Lebanese homes are being revived and the number of militants is continually growing.

To engaged the Lebanese into the cause, we started by setting the example with a film on TV, that was broadcasted in June on the most viewed Lebanese channels: LBC, NTV, MTV and OTV. The Worth Doing Facebook page was immediately initiated as well as Twitter and Instagram.

After summer, we decided to gather more militants and spread the word further. So we echoed the movement in a press conference that was freely covered by magazines in Lebanon: Le Commerce du Levant, Noun, Spécial, Facelook, Bold Magazine… as well as Lebanese websites: Ninesixone, Executive, Rag Mag, Web release.

In November, we’ve asked three Lebanese influencers to help us recruiting more and more partisans. Three small films were broadcasted on our Worth Doing Page, allowing Facebook users to watch each influencer speaking for the cause according to his own work and perspective.

We then released 2 App. The first one on the Worth Doing Page: an interactive photo album to show views of Lebanon before and after. The second one: a phone app with a map of Beirut indicating endangered homes.

Business Results.

- For the months of Sept-Dec 2012, Dewar’s White Label noticed an increase of 5% in sales compared to the same period of the previous year, which comes after 4 years of a negative growth of -5%. (AC Nielsen)

- A leap in qualitative research was noticed when it comes to love of the brand, where Dewar’s scored 4.3 in Q4 2012 vs 3.3 same period the year before on a score of 7 maximum. (Stat Ipsos)

Communication Results.

- Free PR coverage, the value of 50,000USD.

- Secured 6,403,293 Media impressions (sources: Sysomos, OMD)

- Twitter: 1,859 Tweets and 395 followers in few months (source:Twitter); in a country where only 1,8% of the population tweets.

- Facebook: more than 9,380 fans today, 13,064 weekly total reach and 1,636,603 views from friends of fans. (source: Facebook); in Lebanon only 37% of the population are Facebook users.

- Instagram: 3,000 hash tags, 907 followers and 2,950 Likes received (source: Instagram)

- The most influential Lebanese NGO, “Saving Beirut Heritage” joined our cause

- More than 100,000 activists supported our movement (Facebook)

- The campaign became the drive to reinforce heritage protective laws

- A fund destined to revive the Lebanese heritage is being activated.