The market was quite saturated with different types of snacks. We needed to cut through the competition and live by the brands’ purpose “be different”. To achieve the launch, we decided to hijack the fame of very well established brands in the region. Because Pick Up is different, we picked up a social fight with 4 major brands to stir talking in town. To illustrate, we attacked Kitkat “breaks”, Twix’s “pause” Snicker’s loss of oneself and Oreo’s splitting habit. On an executional level, we developed social media posts that hijacked the packaging of our competition and twisted their tag lines to our advantage.

Now that we have identified our challenge and idea, we took an all-out social media approach. This meant working on the content calendar which identified the hero content assets along with their copies and the dates/times of distribution. The 2 channels utilized were Facebook and Instagram. “Pick Up a fight!” was a 4 week campaign, which meant one content piece every week. The scale of the operation was to monitor the conversation and reach on a weekly basis as well as ensure full optimization of assets throughout our 4 week campaign window. We distributed content using Hootsuite, collected data and results with Social Bakers, monitored conversations on Sysomos as well as optimized our campaign on Facebook's business manager tool and creative was on stand by for any optimized tweaks requested for optimization. It was a full-fledged operation.

Bahlsen recorded a spike in Pick Up Sales from September 2016 till end of year vs the same period of 2015. Kuwait went from 9,272 climbing to a 14,073 Pick Up snack bars sold (52% Growth). KSA witnessed a 2,944,238 sale in 2015 jump to 3,774,854 Pick Up snack bars (28% Growth). UAE sales saw 1,043,658 up to 1,084,938 Pick Up snack bars sold (4% Growth). IMS sales value at Carrefour and Spinneys in the UAE from September to December 16 vs September to December 15: Spinneys: 32,302 jumping to 73,782 (128.4% Growth). Carrefour: 264,121 moving up to 298,260 (12.9% Growth).