How Brands Are Using Social Media To Target Youth

1. HOW BRANDS ARE USING SOCIAL MEDIA TO TARGET YOUTH: A CASE STUDY

2. index THE MILLENIALS – 3 THE YOUTH AND SOCIAL MEDIA – 11 INSIGHTS ABOUT THE ARAB YOUTH – 26 THE ARAB YOUTH AND SOCIAL MEDIA – 46 INSIGHT #1 – BRANDS ARE PERSONAL – 54 INSIGHT #2 – SOCIAL CUSTOMERS – 64 INSIGHT #3 – VISUAL STORYTELLERS – 81 INSIGHT #4 – SHARED EXPERIENCES – 92 INSIGHT #5 – GENERATION WE – 102 INSIGHT #6 – EMOTIONALLY GLOCAL – 107 INSIGHT #7 – CREATIVE DISRUPTERS – 120 CASE STUDIES – INSTAGRAM CAMPAIGNS – 132 CASE STUDIES – TWITTER CAMPAIGNS – 138 CASE STUDIES – FACEBOOK CAMPAIGNS – 143 CASE STUDIES – YOUTUBE CAMPAIGNS – 149 AD PRACTICES – 156 2

5. THE YOUTH AND SOCIAL MEDIA 11

8. Another study found that 22% of teenagers log onto their favorite social media sites more than 10 $mes a day 16

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17. INSIGHTS ABOUT THE ARAB YOUTH 26

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37. THE ARAB YOUTH AND SOCIAL MEDIA 46

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45. THE INSIGHT Brands are personal They need to talk the talk, and walk the walk

46. Youth want ‘like-minded peers’, not brands and agencies as participants in their social media conversations. Brands are personal 55

47. • Throughout millennials’ lives, brands have been presenting themselves as a means of self-expression and self-definition. • Millennials are open-minded, so they accept that brands can play this role—but they’re also demanding, so they want to know a lot about the brands that want to represent them. • Tooled up with social media and multiple viewpoints, millennials are adept at looking through the marketing moves and getting a sense of what the brand is really about, its truth. • This matters to them because they use brands to identify, express and support what they find personally important. Using brands that embody their values makes them feel good about themselves. • Brands that connect with millennials and identify with them understand the importance of being authentic, real. They talk the talk, and walk the walk. Brands are personal 57

48. MEMES SO HOW DO BRANDS GO ABOUT IT? Brands are personal SELFIES #hashtags LINGO An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations. Due to the popular ity of mobile with front facing cameras and image sharing social networks like Instagram, the selfie trend has exploded and it hasn’t stopped brands from being a part of it. People use phrases on social media that have become very popular. Brands have used them in their communicati on to connect with the youth. a w o r d o r p h r a s e preceded by a hash sign (#), used on social media sites such as Tw i t t e r t o i d e n t i f y messages on a specific topic. Others like EMOJIS and REACTION GIFS are also catching on 58

49. MEME Brands are personal SELFIE #hashtag REACTI ON GIF 59 FACEBOOK EXAMPLES

50. TWITTER EXAMPLES LINGO ICYMI or In case you missed it. Often employed when a Twitter user retweets his or her own content from earlier. Brands are personal LINGO H/T or Hat Tip. Brands use this if they're sharing something they heard through someone else. It's nice to give credit. #hashtag Instagram users love sharing old photos of themselves, and #TBT (Throwback Thursday) has become the perfect opportunity to do so. EMOJIS 60

51. INSTAGRAM EXAMPLES Star Wars launched its Instagram account with this comical Darth Vader selfie . In the first four hours, the account reportedly gained 30,000 followers. To date, the image has over 63,000 likes. MEME Brands are personal SELFIE Instagram users love sharing old photos of themselves, and #TBT (Throwback Thursday) has become the perfect opportunity to do so. Many brands have adapted #TBT into their posts by sharing historic images or fun flashbacks of their brands. #hashtags 61

52. GCC EXAMPLES LINGO #hashtag Brands are personal #hashtag 62

53. Brands are personal • Hashtags will soon be everywhere • Currently used on a variety of networks: Facebook, Google+, Instagram, Twitter • Newsjacking and Trendjacking (the art of injecting your ideas into a breaking story)are a result of hashtags and have made young opinion-makers the power to be discovered. 63

54. THE INSIGHT SOCIAL CUSTOMERS Always connected, always on the move

55. As social customers, youth are either connected or connecting. Their need to connect drives youth to behavior that seems irrational to others. Social customers 65

56. 874 million people used Facebook’s app in 2013, up by 45% from the year before. INTERNATIONAL STATS Social customers 66

57. INTERNATIONAL STATS How Teens are using social media Social customers 67

58. Social customers 68 INTERNATIONAL STATS

59. GCC STATS Social customers 69

64. Social customers SO WHAT DO BRANDS DO ABOUT IT? REWARD IN REAL TIME OPERATE IN REAL-TIME Some8mes, to show their thanks, brands do cool and unexpected things to give back to their social media fans. Real-time marketing is reacting in real-time, or in a t im el y m an ne r, wi t h messaging that’s relevant to the needs and interests of your customer. The always-on-the-move youngster prefers this. 74

65. TWITTER EXAMPLES q Leveraging EVENTS Social customers During the third quarter of Super Bowl XLVII when a power outage at the Superdome caused some of the lights to go out for 34 minutes, Oreo’s social media team jumped on the cultural moment, tweeting this ad. The message caught on almost immediately to the youth, getting nearly 15,000 retweets (as of this writing) and more than 20,000 likes on Facebook! REAL-TIME REAL-TIME Humour is the best way to attract the youth’s attention. In #2014, the #Oscars hashtag was used in 8.9 million Tweets in superb ways. 75

66. TWITTER EXAMPLES q Leveraging NEWSMAKERS Brands often post updates about youth icons to connect with the audience on the internet. On the retirement of India’s biggest sporting legend, Sachin Tendulkar, many international brands participated in the hashtag #ThankyouSachin. On the death of Nelson Mandela thousands of people, including brands, lamented the occasion by sharing his quotes and posting his pictures. Some brands do this in a cheeky way as well, like in the example above when Orange is the New Black, a TV show about a women’s prison tweeted the picture when Justin Bieber was arrested. Social customers 76

67. TWITTER EXAMPLES q Leveraging FANS Taco Bell recently created a set of eight custom Taco Bell rings to send to its young influential Twitter followers. The ring set included two rings, one that says “Taco” and the other “Bell.” The r e c i p i e n t s o f t h e r i n g s happily tweeted and Instagramed pictures of their new rings. Social customers Virgin Atlantic decided to send its marketing team and cabin crew members to cheer up people in Boston by making special deliveries for people who weren’t having the best of days. The airline brand looked at its Twitter followers to find people in Boston tweeting about things like having to wait in the snow for a train or other everyday annoyances. The Virgin Atlantic team reached out to these people via Twitter direct messages to locate them and arrange things like delivering 100 cup cakes to a blogger and his coworkers and giving a women a ride to a business meeting and preparing her for the cold with a pair of gloves and a hat. REWARD REWARD 77

68. FACEBOOK EXAMPLES Social customers REWARD REAL-TIME REAL-TIME 78

69. INSTAGRAM EXAMPLES REAL-TIME Social customers REWARD 79

70. GCC EXAMPLES REAL-TIME Social customers REAL-TIME REWARD 80

71. THE INSIGHT Visual storytellers Social you can see

72. Every picture has a story and youth want to share and discover stories of each other as well as of brands. Visual storytellers 82

73. • Creating good image content is now becoming more important than ever with platforms other than Facebook adding new opportunities for marketers • But users now have the advantage of providing feedback to the platforms on the content that they are seeing from brands • Good image content can make the difference between a user hiding your post and blocking your content from their stream, or Like-ing and following you • Apple launched its iPad air with retina display. Twitter adds photo previews into your feed. Large images have become a popular trend in web design. It's clear that high-quality visual content is on the rise. As our social feeds get more and more polluted, we're going to need higher quality images to catch our attention. • Marketers need to focus on brand photography in order to attract consumers to its FB pages and then keep them coming back 83

74. From being a network with lines of text, Twitter had introduced image and video previews in its stream 84 INTERNATIONAL STATS

75. TO CONVERSE TO SHOW OFF TO ENGAGE Visual storytellers 85 FACEBOOK EXAMPLES

76. TO ANNOUNCE TO ENTERTAIN TO TEMPT Visual storytellers 86 FACEBOOK EXAMPLES

77. Visual storytellers ASOS, One of UK’s largest online-only fashion and beauty stores uses Twitter in interesting ways to connect with its young fans. It sends direct messages to loyal fans every once a while to surprise them with discounts that can be availed directly from the store. This way, more fans follow in the hope they get the discounts, and ASOS also gets brownie points for rewarding loyalty. 87 TWITTER EXAMPLES

78. TO ENGAGE TO TEMPT TO ATTRACT(COLLAGE) Visual storytellers 88 INSTAGRAM EXAMPLES

79. Visual storytellers TO ENGAGE 89 INSTAGRAM EXAMPLES

80. I-Commerce or Instagram-Commerce is catching on in the Middle East with people using Instagram in innovative ways. Already a HUGE trend in Kuwait; Egypt, Jordan and Lebanon are all ripe for this to take off in a big way in 2014. GCC EXAMPLES Visual storytellers 90

81. GCC EXAMPLES Mentos Arabia #GivethemaMentos Mentos wanted to adapt their ‘fresh thinking’ global pla@orm to produce their first-‐ever campaign for the Middle East. Mentos also needed to increase brand engagement with Arab youth in a more relevant way. With this in mind, they discovered something that fit the brand proposiMon perfectly. Like all cultures, Arabs oOen find themselves doing things that don’t make sense, yet they do them anyway as part of culture. Call them idiosyncraMc or plain bizarre; everyone’s partaken in these behaviors. This unique insight inspired the campaign, where it is during these moments that Mentos is the ‘fresh thinking’ needed when behaviors around us don’t make sense. #GivethemaMentos was born. With social media as a massive channel of expression in the region among teens, and Memes trending among Arab youth as a language of its own, it was the perfect way for a refreshing brand like Mentos to tap into this youthful audience. 3.7 Million people were reached with over 4.7 million impressions for Mentos Arabia. V isual storytellers 91

82. THE INSIGHT SHARED EXPERIENCES Talk less, share more

83. Youth are telling their own story, instead of being drowned out by unending brand narratives hurled at them. Shared experiences 93

84. • Sharing content on social media is not just narcissism. Youth want social tools to created Shared Experiences, not just another social app. A collection of personal stories via Vines or Instavideos becomes a crowd sourced SHARED EXPERIENCE. • Twitter started the wave when they launch Vine, but Instagram’s update to support videos sealed the deal for micro-videos. The short clips are easily digestible for the short attention spans of customers these days and has become quick, easy and very simple to create and share • Early adopters of Vine and Instagram videos have become stars in their own niche, becoming a new breed of influencers who are truly creative, not just popular • Brands who have seized the opportunities have also started including these platforms in their marketing efforts. Brands will have to really understand their customers and collaborate with artists and not just within their own companies for content. • The spreading of video content has also given rise to the viral video phenomenon. Shared experiences 94

85. • Rising in popularity • 6-15 seconds long Shared experiences • Delivers information quickly • Must capture the attention of the viewer • Must provide value • Requires creativity and experimentation

86. 37% OF CONSUMER MEDIA CONSUMPTION ALREADY TAKES PLACE ON MOBILE DEVICES. Shared experiences

87. Plenty of brands have jumped on the Vine and Instagram bandwagons, if for no other reason than to garner publicity for being with it, fun and willing to experiment. (“Look, we made a Vine!”). Vine content doesn’t necessarily have to be quirky and whimsical simply because of the six-second length. GE, for example, is using the platforms to focus on science and interesting facts, which end up getting shared among friends. Shared experiences 97 VINE EXAMPLES

88. INSTAGRAM EXAMPLES Shared experiences 98

89. VIRAL VIDEO EXAMPLES PRANKVERTISING In 2013, a relatively new style of viral video sprung onto the I n t e r n e t : “Prankverts” o r “Prankvertising.” These videos involve advertising your product by using hidden-cameras and p r a n k i n g u n s u s p e c t i n g bystanders. These Prankverts are aimed to shock unwitting participants and entertain online ones. Prankverts appeal to a wide audience and can be used in almost any setting and for any product. Shared experiences 99

90. VIRAL VIDEO EXAMPLES HARLEM SHAKE The Harlem Shake was an Internet video meme in the form of a video in which a group of people perform a comedy sketch accompanied by a short excerpt from the song "Harlem Shake” As of February 11, about 12,000 versions of the popular Internet meme had been uploaded to YouTube, garnering over 44 million unique views. Shared experiences 100

91. GCC EXAMPLE HAPPY – PHARRELL WILLIAMS "Happy" is a song performed by American singer and producer Pharrell Williams from the Despicable Me 2 soundtrack album. To coincide with the single release, the website 24hoursofhappy.com was launched featuring a visual presentation of "Happy" advertised as being "the world's first 24 hour music video". The video consists of the four-minute song repeated with various people dancing around Los Angeles and miming along. The original video spawned many cover videos on YouTube in which people from different cities throughout the world dance to the song. Those videos are usually called "Pharrell Williams – Happy – We Are from [name of the city]".[36] As of May 2014, more than 1,500 videos had been created. Shared experiences 101

92. THE INSIGHT Generation we A generation that cares

93. ‘Warm’ is the new cool as today’s generation cares for causes, endorses them and very often, takes part in them too. Generation we 103

94. Generation we 104

95. Generation we 105

96. EXAMPLES Generation we As more and more brands are taking part in CSR, more youth is getting inspired to give back. This is especially so in the GCC after the Arab Spring. 106

97. THE INSIGHT EMOTIONALLY Glocal

98. SO HOW DO BRANDS LEVERAGE THIS? KNOWLEDGE + EMOTIONS = #WIN To befriend the youth, brands are now sharing knowledge and advice with them or stirring/inspiring them, or at the very least, making them feel, so they can earn their trust and become ‘cool’ in the eyes of the youth. This is done through a variety of ways like Trivia posts, inspiring quotes, inspiring posts, etc. EMOTIONALLY GLOCAL 108

99. The Glocals are the generation that takes pride in belonging to its roots and culture but is always curious to know about the rest of the world too. EMOTIONALLY GLOCAL 109

100. EMOTIONALLY GLOCAL

104. TWITTER EXAMPLES EMOTIONALLY GLOCAL 115

105. FACEBOOK EXAMPLES EMOTIONALLY GLOCAL 116

106. INSTAGRAM EXAMPLES EMOTIONALLY GLOCAL 117

107. GCC EXAMPLES #MyDubai is an initatiative launched by H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, on his Instagram and Twitter account. So far 500,000 images have been posted to Instagram. A number of top international brands, local organisations and government entities have also engaged with the initiative. EMOTIONALLY GLOCAL 118

108. GCC EXAMPLES EMOTIONALLY GLOCAL With Expo 2020 being announced late November we saw the power o f s o c i a l media t o d r i v e engagement, reach and impact of the live celebrations taking place in Dubai that evening. The Twittersphere was awash with congratulatory tweets & Vines/ Instavideos of the fireworks. 119

109. THE INSIGHT Creative disrupters

110. Youngsters today want to connect with peers in the real world. Technology is only a means to the end, not the end itself. Creative disrupters 121

111. Creative disrupters 122

115. INTEGRATED CAMPAIGNS SO HOW DO BRANDS GO ABOUT IT? Online and offline have to be in sync. Do things online that link to offline and vice versa. Disrupt the norms. Do things that haven’t been done before so youngsters can truly connect. Creative disrupters 126

116. EXAMPLES THE RED BULL STRATOS MISSION The Red Bull Stratos mission was a record breaking event that saw Felix Baumgartner free-fall jump from more than 23 miles above the earth, while also becoming the biggest digital live event on record. With over 8MN concurrent live streams on YouTube (world record), 3.2MN Tweets on certified hashtags, over half the Twitter trending topics globally, 22,000 photos on Instagram, and over 1MN Likes on a Facebook photo, the Red Bull Stratos project helped to redefine how brands and events can be activated in social media. Creative disrupters 127

117. EXAMPLES HEINEKEN DEPARTURE ROULETTE ‘Departure Roulette’ was introduced at New York’s JFK airport. Travellers were asked if they were willing to drop everything, abandoning their planned itineraries in exchange for an unknown destination, revealed through a push of the roulette board button. Those daring enough to undertake this test of spontaneity and faith found themselves re-routed to far-flung locations including Laos, Thailand and Cyprus. On YouTube alone, the video has over 2 million views. Major media sources, including the New York Times and Time Magazine, ran feature stories on the activation, turning it into a huge success in a matter of days. Since then the story has been talked about all over the world. Creative disrupters 128

118. EXAMPLES COCA COLA - PAPERTWEETOS Coca-Cola brought tweets to life to celebrate the Argentinean national soccer team playing in Copa América last year. Every time the team play people cheer for them, anytime and everywhere, by tweeting and throwing bits of paper into the air at the stadium during the game. To boost encouragement for the team, Coca- Cola combined the paper throwing with fan messages posted on Twitter. Through a designated hashtag fans tweeted their support, each tweet was printed. These “Papertweeetos”, 2 million of them, were then launched at the game as the players walked onto the field, filling the stadium with fan-generated encouragement. C reative disrupters 129

119. EXAMPLES STARBUCKS TWEET-A-COFFEE Launched on Oct. 28, Tweet-a-Coffee let you give a $5 gift card to a friend by putting "@tweetacoffee" and the friend's handle in a tweet. To do so, users had to link their Starbucks account to Twitter and their credit card to the account. More than 27,000 fans used the program. Some 34% of users bought multiple gift cards and 32% of the purchases occurred on the first day. It prompted about $180,000 in purchases to date since it launched in late October. Creative disrupters 130

120. GCC EXAMPLE COCA COLA HELLO HAPPINESS Coke reaches out to migrant workers with a feel-good stunt that took place in the United Arab Emirates, where there are many blue-collar workers hailing mostly from South Asia. These workers are often the poorest in the country, and live apart from their families for many months. Often, the only way they keep in touch is by calling home -- not always cheap, since rates can be as high as $0.91 a minute. To help them out, Y&R Dubai turned Coke bottle caps into a "currency" that could be used in a special booth that accepted those caps so you could make three-minute international calls. The booths were installed at labour camps where the workers live. C reative disrupters 131

121. MARKETING CASE STUDIES Instagram CAMPAIGNS 132

122. KELLOGG’S #NYASPECIALK Young people love winning. In one of its stores in Sweden, Special K offered customers the opportunity to win free cereal boxes of a new flavor. The only thing customers had to do was snap an Instagram photo featuring the cereal brand, upload it with the hasthag #nyaspecialk and show it to the cashier. Winning free cereals has never been that e a s y . A b o u t 4 0 0 participants in total for just one location. Instagram CAMPAIGNS #DRESSEDD D u n k i n D o n u t s celebrated Halloween with #DresseDD by giving an incentive for their followers to dress their cups up and snap a photo. The contest wasn’t restricted to Instagram, 45 Photos were submitted during the contests’ 2 weeks. A t t h e t i m e , t h a t represented half the photos Dunkin Donuts managed to share on their own Instagram account. 133 INTERNATIONAL

123. INSTAGRAM YOUR INSPIRATION Redbull launched 3 new flavours that coincide with the 3 Redbull colours, Red (cranberry), Blue (blueberry) and Silver (lime). Fans were encouraged to upload pictures of what they think inspires each colour (flavour) with one of the corresponding hashtags #rededitionplease #blueeditionplease or #silvereditionplease. Qualifiers were sent a can of the flavour they chose to try. Qualifying photos were also collaged and made into posters around the UK. Instagram CAMPAIGNS 134 INTERNATIONAL

124. INTERNATIONAL CRACK THE US OPEN Heineken created the first Instagram-based interactive scavenger hunt. Heineken featured a mosaic of small scenes on its Instagram account. Fans were given a photo as a starting point, from which they hunted for clues in the hope to solve a mystery. Hashtagging the right answer was the right photo is the only way to win the reward. 18 tickets to the US Open Final were given as prizes. Instagram CAMPAIGNS 135

125. MIDDLE EAST NBD NATIONAL DAY Emirates NBD ran a contest for the U.A.E’s 41st National Day where people could enter their best images by hashtagging #nbdnationalday. The 41 most liked entrees were highlighted in an exhibition at the bank’s headquarters. The winners show up and share their excitement through Instagram. The contest received 959 entries. Instagram CAMPAIGNS 136

126. MIDDLE EAST MEET MESSI Qatari based telecom company, Oreedoo, as a part of its first-‐ever global communicaMon campaign, is asking young people to upload videos of their football “street skills” to an Instagram account with the hashtag #MeetMessi. The best local entries will be shared on a dedicated Facebook page and featured on the website, www.simplydowonders.com, and the winning entry will receive an all-‐expenses-‐paid trip to Barcelona to meet Messi and see a major football match. Instagram CAMPAIGNS 137

127. MARKETING CASE STUDIES TWITTER CAMPAIGNS 138

128. M E T R O P O L E TWEETPHONY Metropole TWEETPHONY Orchestra started this Twitter campaign, where people could go to the website, compose music with a digital piano, and then have the music converted to tweet f o r m a n d s e n t t o the Orchest ra's Twi t ter account. The orchestra then picked the best of these musical tweets and performed them. This campaign was so successful because it was simple and fun for users to contribute. TWITTER CAMPAIGNS FIAT TOO FAST TO FOLLOW Fiat took a very unusual approach to their social media marketing in Germany. Rather than engage with their followers, they actually blocked them. Their claim was that the car is “too fast to follow”. The campaign generated a great deal of publicity and Twitter users were lining up to be blocked by the Abarth 500. 139 INTERNATIONAL

129. TWEETPHONY MERCEDES YOU DRIVE Mercedes used Twitter to help drive buzz around a new TV advert. They shared a 30 second clip of a car chase and then allowed the Twittersphere to vote for what happened next. The winning story was then aired during ‘The X Factor‘ the following week. By handing power to consumers and making the process more interactive, the advert generated an impressive amount of buzz. TWITTER CAMPAIGNS LG TICKET HUNTER LG wanted to boost smartphone sales amongst 16-24 year-olds. So they created a Twitter treasure hunt. LG set out a stall in a UK city and the first person to get to their stall won two tickets to a high profile concert. To help users find the stall, LG placed a map online that gradually zoomed in on the precise location whenever the hashtag #lgtickethunter was used on Twitter. The campaign received reach 50,000 tweets. This, combined with sponsored links, helped them to quadruple their smartphone sales among 16-24 year olds during the 140 weeks following the campaign. INTERNATIONAL

130. TWEETPHONY YOU’RE NOT YOU WHEN YOU’RE HUNGRY Snickers had big UK celebrities post five very out-of-character tweets and end with a tagline "You're Not You When You're Hungry" and a picture of the star posing with a Snickers bar. Supermodel Katie Price tweeted about global economics and soccer player Rio Ferdinand started tweeting about his new hobby of knitting. After ending with the tagline and a celebrity picture with a Snickers, the celebrities' Twitter accounts returned to normal. The campaign reached a total of 26 million people. TWITTER CAMPAIGNS KNOCK DOWN THE PRICE OF PIZZA Domino's UK ran a clever Twitter campaign that got fans interacting with them, all in the name of cheap pizza. Domino's reduced the price of the star pizza according to how many people tweeted in time for lunch. For every tweet sent, £0.01 was knocked off the price of the pizza - knocking the price down from -£15.99 to £7.74. The promotion ran for two hours, and people had to include the hashtag #letsdolunch in their tweets to knock down the price of a large pepperoni pizza. INTERNATIONAL 141

131. TWEETPHONY MIDDLE EAST RAMADAN RIDDLES To promote its new flavors in UAE, Red Bull held a contest during Ramadan, where users were asked to answer riddles given by @redbulluae & Hashtag it using #ramadanriddles. Winners were selected on a daily basis which were given Red Bull merchandise. The contest helped build awareness about the new flavours and attracted new followers. TWITTER CAMPAIGNS NAME THE DINO Dubai Mall’s displayed a 155 million-year- old dinosaur skeleton and held a contest for naming it with the hashtag #NameTDMDino. The winner would get the chance of winning a trip for four to Jurassic Park at Universal Studios in Orlando, Florida. The contests received thousands of entries with an average of 300 entries per day. 142

132. MARKETING CASE STUDIES FACEBOOK CAMPAIGNS 143

133. BURGER KING SACRIFICE A FRIEND During this campaign, fans were encouraged to “sacrifice” (i de-friend) ten of their friends in order to receive a coupon for a free burger. As fans began to delete friends, the Burger King Facebook application would then notify the friends that they had been sacrificed for burger. Nearly 234,000 friends had been “sacrificed” with more than 23,000 coupons for free Whoppers given away. Youngsters were motivated by their love of a Whopper and could delete friends without worry. They could easily come back and add them again the next day. FACEBOOK CAMPAIGNS PAPA JOHN’S SPECIAITY PIZZA CHALLENGE Fans were challenged to create a new pizza offering that could become the chains next specialty pizza. The winner would also receive free pizza for life plus proceeds from the winning recipe. The response was overwhelming with over 12,000 entries receive via Facebook. Only three winners were chosen, each given $1000 to market their creation. 144 INTERNATIONAL

134. THE MOST LIKED LIGHT BEER By fanning Corona Light Beer’s on Facebook you could see your picture up in the bright lights of New York City’s Time Square. The campaign was a great social media success in the sense that it had fans interacting on the pages as well as spreading the story of the billboard by word of mouth. The billboard ran for a month until the beginning of December, and many fans were able to snag pictures and be a part of this Facebook-based FACEBOOK CAMPAIGNS advertisement. THE BEST JOB IN THE WORLD In 2009, Tourism Queensland promoted the Great Barrier Reef as a global tourism destination with a website encouraging people worldwide to apply for The Best Job In The World, to be a "Caretaker of the Islands" to "house-sit" the islands of the Great Barrier Reef for half a year, based on Hamilton Island. Over 35,000 applications were received from over 200 countries By the campaign's end, it has generated more than $200 million in global publicity value for Tourism Queensland. 145 INTERNATIONAL

135. FACEBOOK CAMPAIGNS A&E PARKING WARS in 2007, the game wizards at Area|Code (now a part of Zynga) were given the brief to promote A&E’s show about parking. So the company created a Facebook game about parking. And it killed. Parking Wars players controlled a street and a handful of parking spaces and advanced in the game by parking on friends’ streets and issuing tickets to their “unlawfully” parked cars. The game was a c omp e l l i n g e x amp l e o f c o n t i n u o u s engagement--games that kept players coming back throughout the day. And a remarkable number did-- 400,000 players signed on to Parking Wars in two months, with total users growing to over 1.5 million. But Parking Wars was one of the earlier examples of a truly social game that actually involved players’ Facebook friends. 146 INTERNATIONAL

136. BEAT FM CAN YOU BEAT THIS? The English Radio station Beat FM 102.5 in Amman wanted to target young Jordanians to increase its Facebook fans as well as listeners. As part of the campaign, they built a custom app on Beat FM's Facebook page where fans were invited to share their pictures for a celebrity look-alike competition and vote for their favourite celebrity look-alike. The campaign was publicized through Facebook, Twitter and through outdoor advertising. Two months into the campaign, Beat FM picked the top ten photos (based on number of votes), and the winners were given free night stays at 5-star hotels, gym memberships and shopping vouchers. eat FM increased its number of active Facebook fans from 23,000 to 40,000. In addition, interactivity (user engagement) within the company’s Facebook page increased dramatically FACEBOOK CAMPAIGNS 147 MIDDLE EAST

137. MIDDLE EAST GRAVITY BREWING LAST SUMMER ON EARTH The campaign, which was launched in the summer of 2012, looked to capitalize on the hype around how 2012 was said to be the end of world. The campaign used the myth of the story and dark humor to create a sense of urgency among young Lebanese youth to try Lebanew Brew in “The Last Summer On Earth”. The campaign reached people via various marketing channels, with Facebook being the prime one. People were allowed to document their last summer on earth and act on things which they had always wanted to do, such as ‘getting high of life by visiting the highest peak in Lebanon’, ‘becoming a star’ by posting YouTube videos, ‘crashing a party’, etc. With an 80,000 viral reach, amassing 738,328 impressions, and engaging 34,464 Facebook users, Lebanese brew had an average of 5,608 users talking about the brand throughout the campaign duration. FACEBOOK CAMPAIGNS 148

138. MARKETING CASE STUDIES You Tube CAMPAIGNS 149

139. DELIVER ME TO HELL Deliver Me to Hell is a lot less like a series of videos and a lot more like a choose your own adventure story. Created by Hell Pizza, a chain of pizza shops based in New Zealand, the campaign follows a hapless delivery boy as he does his best to survive the zombie-infested streets with his pizza intact. The clips take advantage of the annotation feature at the end of each segment to give the viewer two choices – one inevitable leads to death of the delivery boy, the other will bring you two more choices. The point is to guide the pizza guy across town to be in with a chance to win a years supply of pizza. The video got over 1 million views in almost 3 weeks. Within a week 43% of orders made via the company website were from new customers, mostly young consumers. YOUTUBE CAMPAIGNS 150 INTERNATIONAL

140. SAMSUNG GAME TAKEOVER To promote its LED TV, Samsung released a YouTube page take-over. After the start of the video, the YouTube page itself crumbles away, and users are prompted to click on as many butterflies as they can as they fly right out of the video and across the screen. A countdown starts and a scoreboard ticks away as you capture the 3D butterflies. Players get a chance to win a Samsung 3D LED TV. The youth loves games so this was a hit! YOUTUBE CAMPAIGNS 151 INTERNATIONAL

141. WESTJET CHRISTMAS MIRACLE More than 250 passengers on Calgary-bound flights were part of a “Christmas miracle” put on by WestJet. The Calgary-based airline had a virtual Santa ask passengers what they wanted for Christmas as they scanned their boarding passes at a kiosk in Toronto and Hamilton. The passengers wished for all kinds of things. Little did they know, WestJet staff in Calgary were recording their Christmas wishes behind the scenes and rushed to the stores to purchase and wrap the holiday goods in time for the flight's arrival. The passengers were caught in cheerful surprise as gifts with their names flooded the baggage claim. The airline posted a video of their campaign on YouTube and garnered over 2 million views in just 2 days! The youth loves positivity so this was HUGE hit amongst them! YOUTUBE CAMPAIGNS 152 INTERNATIONAL

142. INTERNATIONAL DC SHOES VIDEOS WITH DRIVE DC Shoes’ gymkhana series is not for the faint of heart (or for mothers of teenage drivers). The series follows stunt driver Ken Block as he drifts through hairpin turns, catches wicked air (people still say that, right?) and miraculously manages not to die. It's easy to see why the fourth video of the series was the most shared video of 2011. It's hard to take your eyes off of Block's car even for a second. Since it's completely plastered in ads, it’s because that's the point. The youth loves risk takers and hence every video in the series has got over 20 million views. YOUTUBE CAMPAIGNS 153

143. THE GRANDPARENTS FRAME The vast majority of grandparents in the Middle East are not familiar with technology and therefore aren’t engaged in any social platform. Being away from your loved ones, makes it hard to share these indescribable moments. In light of this, Johnson & Johnson Dubai produced the Grandparents Frame, a family-oriented app that enables parents to instantly send pictures of special moments to the grandparents’ home. Johnson & Johnson decided to market the app to the youth and its corresponding digital frame through a heart-felt ad that went viral across the region with over 2 million views since it was released on March 2014. The commercial was based on real-life testimonials of grandparents who opened up in front of the camera. YOUTUBE CAMPAIGNS 154 MIDDLE EAST

144. MIDDLE EAST LONDON CALLING WEB SERIES Marks & Spencer launched a new fashion campaign translated into a two-season social web series that tackles the day to day issues of two young girls in the MENA region. The series revolves around Hala, who, “Dreaming of independence and an alternative life, packs her dreams and heads off to London,” and Shireen, a new mom who tries to get over her baby blues and cope with her new lifestyle with advice from Hala. In each episode, we see how M&S plays a part in the two girls’ daily life. The script is humorous, light, and personal, which explains the 800,000+ views that it has garnered in total to this day. YOUTUBE CAMPAIGNS 155

145. AD PRACTICES 156

146. FACEBOOK • DO RESEARCH Marketers need to put more research and focus into the images they use in Facebook ads because the ad size is so large (especially in the News Feed). The relatively short lifespan of a Facebook ad means that brands must have a vast quantity of unique, constantly refreshed images at the ready to keep their ads and content near the top of users’ News Feeds 157 AD PRACTICES

147. FACEBOOK • DON’T USE LOGOS IN ADS No one wants to see your brand’s logo splashed all over their News Feed. Logos are boring and take the user’s focus off of the action you want someone to take from viewing your ad. • USE FACEBOOK TOOLS Custom Audience tool gives marketers the ability to target specific users across any device. Lookalike Audiences, a cousin of Custom Audiences, enables advertisers to target new users who are likely interested in the business because they are similar to customers on a list already cultivated. By effectively using (and combining) these tools, you can ensure your ad creative is tailored in such a way that it speaks directly to your specific target audiences. This will increase the performance and user engagement of your Facebook ads, ensuring they remain higher up in users’ News Feeds. 158 AD PRACTICES

148. INSTAGRAM • THINK COMMUNITY FIRST Instagrammers love to capture and engage with beautiful moments and experiences in “real-time.” Instagram ads should try to reflect that. • LOOK AT REACH, NOT ENGAGEMENT Instagram’s focus on reach and awareness metrics confirms the fact that it views itself as a platform that doesn’t depend on direct fulfillment (or sales) to be successful, but one which hopes to generate demand for a product. Instagram anticipates these values to reflect the success of the ads far more than comments, likes and followers do. 159 AD PRACTICES

149. INSTAGRAM • FOCUS ON THE IMAGERY Speed, simplicity and beauty are the key ingredients in the ads success. While the narrative is important, marketers should focus on imagery and creativity first, ensuring that the message is simple and clear. Ben & Jerry’s succeeded in creating content that was visually appealing and fun. Ben & Jerry’s succeeded in creating content that was visually appealing and fun. 160 AD PRACTICES

150. INSTAGRAM • MAINTAIN AUTHENTICITY Marketers should steer clear from manufactured, over-produced content. While some OOH or print ads can transfer to digital and vice-versa, the Instagram platform is not built for overtly “commercial” content. As such, sponsored content should appear as if a person took the photo, not a brand. For example, when Levi’s launched its ad campaign, the brand made sure to align the creative with their brand heritage and story, all while developing creative that was wondrous and inspiring. This strong creative, when coupled with the ad product, resulted in a 24-pt lift in ad recall. 161 AD PRACTICES

151. TWITTER • PROMOTED TWEETS Promoted tweets are regular tweets, with preferential treatment. The promoted tweet in search will be listed at the top of search results page, for relevant key words. These tweets may also be displayed on the homepage streams of users who may be analyzed by Twitter to be interested in the product or service. Advertisers pay for a promoted tweet on a CPE (Cost-per- Engagement) basis. So advertisers only pay, when someone retweets, replies to, clicks or favorites your Promoted Tweet. 162 AD PRACTICES

152. TWITTER • PROMOTED TRENDS The trends purchased and promoted by advertisers appear at the very top of the 'Trending Topics' list, presented for user per usal. Users who click on a Promoted Trend see Twitter search results for that topic showing related tweets, among which promoted tweets from the advertiser are at the top. Promoted trends cost thousands of dollars, as they provide higher exposure compared to promoted tweets and granting 'Exclusive' status to an advertiser. This is the best way to promote products and services on twitter as it can earn you over 50 million impressions in a day. 163 AD PRACTICES

153. TWITTER • PROMOTED ACCOUNT The Promoted Account is featured in search results and within the Who to Follow section. You can target specific country, area, communities, Interests. These accounts are charged on a 'Cost-per-Follow' basis. 164 AD PRACTICES

154. YOU TUBE • PROMOTED VIDEOS What easier way to target your audience than to bid on the keywords your audience is searching for? If you want to gain exposure with your specific audience’s search terms, then this is definitely the first step. Your audience can be as specific as your keyword set. The Promoted Video ad in this example is from Princess Cruises. This ad appeared in the first position when the query ‘travel ideas’ was entered. 165 AD PRACTICES

155. YOU TUBE • MASTHEAD “The Masthead” is a 24 hour high impact placement on the homepage of YouTube with 100% share of voice (SOV). Masthead gives you a large creative canvas that allows for interactive rich media and can conduct up to 17,000 hours of user engagement in one day. Most ads include interactive elements here like clips or games, all of which are highly customizable on YouTube. 166 AD PRACTICES

156. YOU TUBE • IN-STREAM ADS The In-Stream ad is the video ad that plays before or during a YouTube video. This option is engaging, highly visible, and cost effective. You’re targeting your audience by the topic of the video they’re about to watch. In-stream will probably get you the most bang for your buck and will combine brand exposure with conversion tactics. Because it’s so focused, In-stream is money well spent on refined and targeted users. 167 AD PRACTICES

157. YOU TUBE • TEXT OVERLAY ADS Text Overlay ads are a pretty low-risk operation and it’s easy to see where your money is going since it’s strictly PPC and not branding. Whether you’re trying out a new market or trying out YouTube for the first time, this is definitely the place to experiment. Here you can let the content you choose to target find your specific audience for you. 168 AD PRACTICES

158. YOU TUBE • BANNER ADS This is the most familiar out of the all the options. You can extend the reach of your existing Display campaign by linking YouTube to AdWords to captivate YouTube’s audiences. The image ad can link directly to your website, and you’re able to use standard image, flash or rich media ads (no video required). Your ad will be placed on the YouTube Search/Watch pages, all targeting types are available, and pricing is auction, CPC, or CPM based. 169 AD PRACTICES

159. YOU TUBE • BECOME A YOU TUBE PARTNER The YouTube Partner Program allows creators to monetize content on YouTube through a variety of ways including advertisements, paid subscriptions, and merchandise. Each time someone views, clicks on or watches a video-based ad on your YouTube Channel, you earn a little revenue. How much you earn depends on a variety of criteria, including the type of ad that’s seen or responded to by the viewer. If you want to earn significant and ongoing revenues as a YouTube Partner, you’ll need to consistently generate thousands or, better yet, tens of thousands (or more) video views, each and every month. 170 AD PRACTICES

160. YOU TUBE • PROMOTE YOUR VIDEOS Embed the videos in the company blog Embed the videos on the company website Syndicate the videos via social networking websites Distribute the videos using http://www.tubemogul.com Find linking partners for the videos Seed the video on on various websites like Reddit, Diigo, Stumbleupon, Folkd. Seeding increases the virality of the video on the internet. 171 AD PRACTICES

161. REFERENCES All the facts and figures stated in this case study are taken from various surveys, case studies, campaign statistics, guides, reports, etc, that are available on the internet. Some of the main ones are: • ASDA’S Burson-Marsteller Arab Youth Survey 2014 • Arab Media Outlook 2011-2015: Exposure and Transition • Arab Social Media Report, Dubai School of Government, June 2013 • The Arab World Online: Trends in Internet Usage in the Arab Region • Mobile Youth Handbook 2014 • Fuel 12 Global Trends in Youth Engagement 2014 • European Youth Trend Report 2013 • Pew Research Center Teens 2012: Truth, Trends and Myths • ComScore Marketing to Millenials 2014 • Nielsen How Teens Use Media 2012 • Viacom18 International Media Networks’ The Next Normal: An Unprecedented Look at Millenials Worldwide 172

162. linkedin.com/in/sagartaneja @_sagart facebook.com/sagar12k

163. 174 THANK YOU

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