This piece of work is a data-driven interactive experience, the purpose of which is to demonstrate the beauty of the marriage between creativity and data to potential clients.

KAIRO, an independent creative agency, wanted to demonstrate the capabilities of its newly established data and insights department - a relatively new field in the local and regional markets, whose value remains unclear to clients. To do so, we knew we had to change the perception of the term “data” - a word associated with dry reports and bar charts. As such, we opted for an exciting topic, the analysis of which would uncover insights that stress the beauty of the marriage between creativity and data. What’s more exciting for Egyptians today than Mo Salah?

When it comes to football stars, the only published stats are the number of goals scored, assists, minutes played, and other numbers reflective of their achievements on the pitch. But what if we juxtaposed Salah’s offline achievements and milestones with his online presence? Can we tell a different story of an icon?

We created a microsite and designed a data-driven interactive experience allowing people to explore different aspects of Salah’s presence on social media in light of his on-ground achievements.

We followed an integrated research strategy that was not just restricted to Mo Salah's online presence. Relying on extensive desk research, our team collected data pertaining to Mo Salah's life trajectory, his major milestones, his achievements and activities in the years between 2014-2019, in order to situate the football star's online presence within the larger offline context of his life. We collected all of Mo Salah’s tweets since the day he joined Twitter in 2014 and captured 2.4 millions tweets mentioning him from 2014 to 2019. With the help of CrowdAnalyzer - a social media listening tool renowned for its Arabic Natural Language Processing capabilities - KAIRO's Data & Insights team went beyond basic sentiment analysis to give our audience a richer understanding of who Mo Salah is on social media.

This experience was conceptually and visually executed in a way that iconizes an already existing icon. To truly capture Salah, as well as showcase some of KAIRO’s core skills, we identified images of his most recognizable and celebrated poses, and through digitally-drawn visuals, with multiple iterations and revisions, we transformed them into data visualization tools. The result is a translation of the super star's social presence into an engaging and interactive experience.

The microsite received thousands of views, brought engagement on our social media assets to an all-time high, increased website visits dramatically, but more tangibly led to multiple approaches by potential clients.

Total Page views: 5.7K users

Unique Users: 4.9K users

Average time on page: 3.32 minutes

Website Visits: increase of 124% vs. previous month

Facebook Posts results

Reach: 177.7K Users

Engagement: 12.3K Users

Twitter Post Results

Impressions: 51.8K

Engagement: 3.3K

LinkedIn posts results

Impressions: 3.7K