Placing Mobile at the heart of our strategy & Music as a core insight, we picked Anghami to allow us to be present on our users’ first screens wherein the consumption of content is high given its nature: Music/Audio.Around 50% of our budget was allocated behind Mobile covering different touchpoints on this crucial component.This is the first Digital campaign after being silent for more than 2years, the only and main difference is that for this comeback the media mix was richer and more varied for an amplified Reach.The consumers have been so used to standard ads across Digital touchpoints that they tend to skip or miss a new message as they zap through their feeds.Audio has been on the rise nowadays as it captures a user attention differently vs usual ads.It creates this special connection with a user emotions, especially when it’s personalized.It was our chosen content vehicle.

We opted for a mass communication for the campaign as we wouldn’t limit consumption to limited clusters, biscuits is largely devoured and depends on multiple personal factors/desires applicable to any age/gender/.. and other demographics filters. In terms of creative and media strategy, we opted for a mix of snackable & short content with appetizing elements that could attract our users’ attention amid a cluttered Digital scene. The media mix included a range of mass portals allowing us to spread the news using contextual targeting as well as high frequency to be able to mark an impactful comeback. Our sole objective was to pick the best selections of portals covering: Mass + High consumption such as a Music app where the big bulk of our audience would be consuming content. Using a Music source allowed us to hit most of our consumers with appetizing messaging.