PR > Campaign
LEO BURNETT, Riyadh / ALMARAI / 2017
Overview
Credits
Idea
After thorough research, we reached to an insight of “breast feeding” was deemed very private and a topic too personal to talk about, yet as well people would opt out breast feeding their children and rather use the off-shelf powdered milk.
Eureka! That was our light in the dark tunnel.
We created a video that takes in breast feeding as the utmost essential relationship a mother can have with her child.
Execution
The video launched on YouTube and was amplified on a few occasions.
Results
We received a large applause from the public on this initiative and managed to become one of the most inspiring and emotional videos of 2016.
• 2nd most viral film worldwide
• Reaching over 47 million views
• The video was shared public over 4.5 million shares and became the 7th most shared brand video in 2016
• We generated 280 million Social media impressions through our hashtag #the_best_milk_cannot_be_bought
• Facebook fan base increased by 10,000 fans per day
• Breast feeding became the most talked about topic in Saudi Arabia
Relevancy
When the campaign was launched, Breast feeding was considered as a taboo, and rarely women breastfed their infants.
The campaign was a huge success that it became the talk of all Arab TV shows. Many nutritional experts were invited on the specific shows that are watched by Saudi women to emphasize the importance of breast feeding.
The topic became of large significance in the media.
Strategy
Almarai was being viewed as the an evil corporation that wants to profit from the public, to change this behavior we found an extremely emotional human moment that also involves the milk and blend Almarai into the precious moment.
Audience: Saudi Women/mothers which are the key shopping decision makers
Background
A viral boycott occurred in response to a price increase in Almarai dairy products and almost immediately the most trusted dairy company was viewed as a villain to the Saudi Public.
The client had come to the agency with a dilemma of milk sales (The core product) has gone down dramatically due to the boycott and so much so the brand image suffered.
Revive Almarai brand image as the hero corporation for Saudi Arabia and stabilize the milk sales back to normal.
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