Dubai Lynx

Sky News Arabia and Boopin - Daily News made more Relevant

BOOPIN, Dubai / SKY / 2021

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Overview

Entries

Credits

Overview

Background

Situation:

SNA faces competition based on a very wide variety of content and audience segmentation. This is an addition to strong competition like BBC Arabia, Al Jazeera, RT Arabic

Brief:

How can we overcome the challenges and the competition but also address the fact that individuals have also become content creators.

Objectives:

Drive 368Mn Views

Increase Social Media followers by 15%

Drive 57K+ Unique Users to the website

Strategy

Our approach followed the below process:

Step 1:

Integration of website with Oracle BlueKai and efficient and meaningful segmentation helped us to segment audience based on sections/programs users visited

Step 2:

We used the same data for ‘User Explorer’ reports to understand the online signals of each audience for a specific program

Step 3:

We used these online behavior signals to map to different platforms to high high engagement campaigns and reach out to people who most likely would engage with the page and website

Execution

We allocated 75% of the budget for Views, ~23% for Follower growth and 2% for generating website traffic.

There were 1.1 Billion Ads displayed throughout the campaign and an estimated reach of 300+ Million devices

Outcome

Views Allocation:

Reach: 852,448,787

Engagements: 425,114,873

VTR % = 39.19%

Followers Allocation:

Reach: 40Mn+

Follower Increase = 303,604

Traffic Allocation:

Traffic to Website = 96K+

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