The app began to drive users to the Nokia UAE Facebook page, which increased the number of fans. The fans downloaded the calendar app, which would unlock digital gifts in the form of themed content like food recipes, entertainment or Islamic prayers. At the same time a suggested Nokia app with the same theme was advertised on the page to encourage downloads.

We drove traffic to the Facebook page through an online bought media campaign. Nokia advertised the campaign on all its owned spaces including websites and stores. Online bought media included display, search and social, while offline focused on radio. As the campaign matured, it went viral as fans spread the word about the Ramadan Facebook app.

We collected over 18,800 new Nokia UAE Facebook fans, an increase of over 850%. 15% of which installed the app raising over $6,000 for charity. The Ramadan Calendar got over 16,000 visits and fans engaged in conversation on the wall leaving positive sentiments about the brand. The app downloads increased by 60%. We had over $88,000 worth of mentions in the press, which generated over 4,000,000 impressions in the lower gulf alone. The campaign helped Nokia MEA to break the 1,000,000 downloads a week record twice during this campaign achieving all communications and business objectives set out for this campaign.