Uber Eats Celebrate Food Together
Objectives
- Intensify Uber Eats awareness and consumer engagement.
- Encourage new market entrants and brand switchers.
Strategy
Build brand awareness, increase market share and launch the Uber Eats through the Dubai Food Festival.
Tactics
- Launch event with the Dubai Food Festival at Armani Hotel.
- Celebrate Food Together Instagrammable Installation and Experience in Dubai Food Festival Beach Canteen
- Build photo and video library.
- Buy One, Get One Offer Massive Campaign – Content Creation, Instagram Ads, Google Ads, Emailers and SMS
- Influencer Campaign
Results
- Increase in users, translating to incremental sales.
- Massive reach through activations, experience and influencer marketing campaign.
- Expanded restaurant partners by 20%, launched the ‘virtual kitchen concept’.
- Promotion successfully induced product trial for new entrants and rewarded loyal customers.
- Influencer marketing highly effective in intensifying awareness and instigating CTA among the target market.
Lacnor Happiness is Meant to be Shared Campaign
Objectives
- Build a solid differentiation, in an overly crowded Ramadan celebration.
- Expand and intensify engagement through integrated initiatives and Omni-channel reach with a clearly mapped out ROIs.
Strategy
Build brand awareness and increase market share through Ramadan recipes, featuring the quality and versatility of Lacnor products. Launch a consolidated CSR campaign to promote the spirit of giving.
Tactics
- Ramadan recipes by a local chef, translated to digital content and print media spreads.
- Hosted private Iftar among selected social media influencers and influential print media editors.
- Launched Lacnor CSR event with the UAE Food Bank in their Al Quoz, HQ.
- Sharing Ramadan Food Donation Drive in 50 UAE key accounts in partnership with UAE Food Bank.
- Made and distributed 93K Iftar boxes, distributed in labour camps together with brand collaborators and UAE Food Bank.
- In-store island display and complete POSMs branding and promotions.
- Influencer Marketing Campaign
- PR Campaign
Results
- Extensive in-store visibility and experiential activities, that translated to incremental sales.
- Massive reach and engagement through activations, experience, PR and influencer marketing campaign.
- Increase of 20% following in social media and 40% in organic engagement.
- Influencer marketing highly effective in intensifying awareness and instigating CTA among the target market.
- Successfully implemented an interactive CSR campaign with loyal consumers as campaign volunteers, augmenting brand love.
Lacnor 40th Birthday
Objective
Capitalize on Dubai Food Festival as a platform to launch and interactively engage consumers on Lacnor’s 40th birthday.
Strategy
Mark Lacnor’s big 40th birthday celebration by celebrating moments of connection with consumers.
Tactics
- Created the campaign key visual: series of big yellow 40-years balloon with real-life, real people images and their Lacnor story. Adapted to in-store, PR, activation, internal celebration collaterals.
- Built an experience hub in the Dubai Food Festival Beach Canteen: Lacnor Family Barn for the Media Day, Weekday Programming, Weekend Programming and School Programming.
- PR and Digital Collaboration – Influencers Day, Hosting of Media Personalities
Results
- Interactive and massive reach and engagement through activations and experience; online, on-ground, in-store.
- Re-ignited brand love among Locals, Arabs, Asians and Western expats.
- Built Lacnor media and influencers’ relations.
Oasis Water Together for Good
Objective
Build community activations through collaborative initiatives to regain market leadership.
Strategy
Build a clear brand differentiation and a relatable brand story through Together for Good campaign in partnership with UAE Food Bank.
Tactics
- Launch event in the Dubai Municipality head office.
- Distribution of 100K Oasis Water in various UAE labour camps.
- Food Donation Bin placed in key accounts, with an instant photo souvenir using the hashtag printer and digital photo mosaic.
- In-store island display and complete POSMs branding and promotions.
Results
- Extensive in-store visibility (POSMs) and experience (food donation drive), translating to incremental sales.
- Massive reach and engagement through activations and experience.
- Increase of 35% following in social media and 60% in organic engagement.
- Successfully embodied doing good for the community as a genuine, inspiring and relatable CSR campaign.
- Inspired the community to donate long-shelf life food items, gathered more than AED100 worth of food items.
Al Ain Farms Home of Giving
Objectives
Build a CSR activity in line with the Ramadan Campaign.
Strategy
Establish a partnership with the UAE Food Bank to reach and give-back to our brothers and sisters in the labour camps.
Tactics
- Pre-selected labour camp beneficiaries together with UAE Food Bank.
- Built 50K breaking fast bags – branded bag + dates + Al Ain Farms products (flavored yogurts and laban).
- Arranged the labour camp on-ground distribution.
Results
- Successfully established a consolidated and a massive CSR campaign for the brand, intensified credibility through the government partnership.
Barakat Tiki Bar
Objective
Leverage on Taste of Dubai as a platform to interactively engage with the younger market as the brand is perceived as for “older market”.
Strategy
Build an on-ground platform utilizing Instagrammable installation and fun games for a heightened engagement.
Tactics
- Built Barakat Tiki Bar, where versatility of product offerings was shown – from fruits and fruit juices to popsicles, healthy desserts, mocktails etc.
- Launched the Barakat Healthy Shots.
- Conducted a fitness challenge, where festival visitors where asked to do fitness drills in exchange of exciting prizes.
Results
- Significant reach and engagement through activations and experience.
- Successfully launched Barakat shots, directly to the younger market.
- Presented the brand in a fresh, young and hip approach.