Featured Stories, International, Social Media Intelligence, Twitter

Animoji takes world by storm, maybe the iPhone X is worth it?

As with every iPhone release in the last 2 or so decades, Apple fans have lined up and fought over…

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As with every iPhone release in the last 2 or so decades, Apple fans have lined up and fought over the phone with extreme passion. With each new release, Apple has had fans rushing to social media to fawn over their new phones, whether the phone itself or its sparkly new features.

This year was no different, except this time, it was a bit more personal.

Since the new iPhone dropped, the world has been taken over by storm… By Animoji Kareoke.


Twitter has been taken over by these cute personalized animojis, and people are getting creative.



If you haven’t been paying attention to Apple’s iPhone marketing train, Animoji are personal animated emojis, that are capable of mirroring your facial expressions in real-time.

Basically, it’s the best Snapchat-like filter ever.

People are completely in love with the application, even more so with Animoji Kareoke. The new craze has people using the animoji app, and recording in-phone footage to create widely fun and engaging videos of them singing.

Just remember, this is what you look like to other people when you are playing with your animoji.



The new iPhone’s wide array of sensors make this possible, and currently only Apple seems to have the technology on lock down and maybe even patented.

Many seem to feel like the phone, with its $1000 USD price tag, is only worth it due to Animoji Kareoke.


Do you think it’ll be worth the crazy price tag? Is it worth it only for Animojis, or for another feature? Let us know!

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CAMPAIGNS, Social Media Intelligence

Karim Abdel Aziz stars Telecom Egypt’s WE localized advertising strategy

Telecom Egypt’s WE finally releases their first real campaign, after their rebranding awareness campaign back in September of last year….

Telecom Egypt’s WE finally releases their first real campaign, after their rebranding awareness campaign back in September of last year. Since its creation, WE has only released ad copies for the World Cup qualifiers.

Releasing the telecommunications company’s first card, the ad plays with local themes and sensibilities. This has become a popular recurring theme in many telecommunications brands this year.

Action star Karim Abdel Aziz stars in WE’s newest ad for their new card, Agda3 card. The ad has fun laughing at how Egyptians deal with fighting and superstars amongst themselves.


Within 5 hours, the ad has already gained more than 761k views and 24k positive reactions.

Even though the year has only started, many have already released their own ad copies targeting the very same specific segment of the population. Their weapon of choice? Mostly Mahraganat music and funny culturally-appropriate and appreciated jokes.

But why is there such a strong need to become more localized?


Famous blunders

To learn from our mistakes is an accomplishment, but to learn from others’ mistakes is a cost-effective strategy. Brands that have failed to localize their campaigns have often either ended in hilarious or terrible results.

KFC’s famous blunder in China, where KFC’s tagline “fingerlickin’ good!” was translated to “eat your fingers off!” Or, a local example, Cadbury Egypt’s decision to apply Cadbury’s previous global campaign to Egypt without much research, resulting in a popular and hilarious social media frenzy.

We can see localization pay off with another chocolate brand, TODO, whose popular and very localized content has made it a beloved brand.

Trying to catch up

For a long time now, telecom companies have been trying to reach the largest population segment, the lower and lower middle classes, with not always the best of luck. But, a stroke of genius and viral content thrust a new way to reach them.

Orange’s now viral ad, “Shamar Yalla,” boosted Mahraganat music to the forefront of marketers’ screens. Now, almost all across the telecommunications section has moved into the new year, aiming to reach new heights with the same type of content and the same success.

We see this in ads especially with Vodafone, who seems to have decided to focus all their efforts towards this demographic. With their newest ads, and even dealings with current culturally relevant celebrities such as Abla Fahita.

Orange continued the trend with “La2 La2,” and now we see WE entering the fray with their newest ad.

For a long time, Mobinil (Now Orange) was the only major player who would focus marketing efforts towards the country’s largest class. Its rebranding and new strategy when switching to Orange changed that, leaving a large target segment with no real penetration.

Now Orange is back at it, and all the telecom players are still trying to catch up.

Why to localize your campaigns?

Don’t allow your campaign to be “amazing” to the wrong people, campaigns such as Cadbury’s Aliens may have worked brilliantly in other countries and regions, but simply translating voice-overs won’t save you from this blunder.

Create new content with local staff around your already great concept, and localize!

Social Media Insights and Data Analysis

And don’t just listen to what people are saying about your brand, listen to the conversations on your competitors’ social platforms as well. Keep an eye, and webpage, out for problems, complaints and popular happenings.

Creating your campaigns through collected data will provide you with a great insight to your target audience. There is so much data floating around that one day of research could supply you with a strong idea on how to reach your target, and build a culture-proof campaign around it. So, don’t forget to hug your analysts!

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5 (Smart and Crazy) Super Bowl Commercials 2018 you should watch

The Super Bowl is one of the biggest nights for the USA, combining sports-filled action and highly entertaining half time…

The Super Bowl is one of the biggest nights for the USA, combining sports-filled action and highly entertaining half time shows, it is usually a night most Americans don’t miss.

On the other hand, it is something that advertisers shouldn’t miss. The Super Bowl’s audience isn’t just sports fans. Over the years, the event has gotten a widely known reputation for being one of the best platforms to launch some of the year’s best advertisements.

And since not all of us could watch the Super Bowl just to watch the ads, here are our picks for the best 5 Super Bowl ads of 2018.


5) Budweiser

Starting off the list is a tear jerker.

American Beverage manufacturer Budweiser changed up its usual fun ads for a dose of seriousness and heart. Their ad this years highlights the company’s disaster relief efforts, in which they have donated 79 million cans of water over the last 30 years.

“This year we wanted to use our Super Bowl time not only to entertain but also to bring a message that is really [about] purpose and to celebrate, of course, our incredible employees,” said Ricardo Marques, VP of marketing for Budweiser.

  • Creative Agency: David Miami


4) Doritos vs Mountain Dew

This fun, high-speed rapping, ad had a lot of people talking even before its official debut at the Super Bowl. PepsiCo had already dropped that Peter Dinklage and Morgan Freeman would be battling each other week before.

The ad is fun, simple, and captivating as Busta Rhymes and Missy Elliot help with their catchy and well-known songs.

  • Agency: Goodby Silverstein & Partners


3) Alexa

One of the most entertaining ads of this year’s Super Bowl, Amazon’s very own voice assistant loses her voice, creating panic.

What does Amazon have planned for this particular crisis? A very random group of celebrities that will bring out the smile on your face. Even Amazon’s own founder makes an appearance, but it is easy to miss.

  • Agency: Lucky Generals/in-house team D1


2) Dundee

This is one campaign that should be buzzed about all year.

The campaign has been around for a few weeks, in which its masqueraded as movie trailers. Movie fans of the original Crocodile Dundee were excited for a sequel no one thought they wanted. The ads included stars such as Danny McBride, Chris Hemsworth and Margot Robbie.

Many were shocked when it was revealed at the Super Bowl that it was an elaborate campaign for Tourism Australia. Yet, it was such a well-made campaign, that most were tricked, making it a great campaign in deed.

  • Agency: Droga5


 1)    Tide

The absolute best ads of the Super Bowl 2018. This set of ads had it all.

Totaling in an absurd 5 separate TV spots, Tide went above and beyond this year. There is so much to love. Making fun of older Super Bowl ads, and some classics which you may recognize like the famous Old Spice Ads, and even makes fun of other parent company P&G brands.

  • Agency: Saatchi & Saatchi New York


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Social Media Intelligence

Cadbury vs TODO social media war: Localized engagement strategy wins

Cadbury Egypt has been having a slightly harsh start with 2018 new marketing theme. Starting the year off with their…

Cadbury Egypt has been having a slightly harsh start with 2018 new marketing theme. Starting the year off with their very large scale new campaign “Free the Joy,” including what Cadbury Egypt thought would be cute, adorable and lovable aliens that Egyptians would flock to.

Cadbury has been inventing, inspiring and investing in a nation of chocolate lovers for nearly 200 years. But in Egypt, the brand met with almost an equal mix of approval and displeasure for the alien campaign.

Although Cadbury is continuing on with the campaign activation, Edita’s TODO felt that it needed to tease its chocolate competitor over the weekend with a wink of newsjacking and teasing post.

أحنا من عابدين يا فضائيين!!#أطلق_السعادة_بزيادة #تودو_هتُظبط

Posted by TODO on Tuesday, January 16, 2018

TODO simply loves to tease, and we love them for it! Read here to check out more of their fun antics  Why TODO should win the Oscars for best Social Media Content Strategy in Egypt?

Cadbury Dairy Milk’s aliens didn’t take it very kindly and decided to respond to the joke, and may have felt a little offended.

Maybe even more as the aliens decided to take to the streets.

عابدين منين يا مصريين؟

Posted by Cadbury Dairy Milk on Wednesday, January 17, 2018

Read more about the aliens here ➤ Aliens Campaign: Cadbury escapes planet earth and Egyptians aren’t happy

The ever witty TODO team came up with this quick response.

سامع الصوت ده؟#صرخة_نملة #تودو_هتظبط

Posted by TODO on Friday, January 19, 2018

As always, TODO’s team have a special method with replying in a smart and snarky fashion.

On Sunday, however, another authentic Egyptian chocolatier joined in to make fun of the Cadbury and TODO exchange.


قولوا للكيكة و للفضائيين إننا أول شكولاتة وصلت عابدين من سنة عشرين 😎#كورونا

Posted by ‎Corona كورونا‎ on Sunday, January 21, 2018

Corona Chocolate has been a classic in many Egyptian minds, with many still remembering fond memories of their childhood with the memorable chocolate.

Corona decision to join the chocolate social media battle was correct, however, it could have been implemented in more catchy way for the design and key message.


Going Local

While Cadbury has had issues with the campaign, possibly due to not localizing the campaign or checking with test audiences before launch, the brand is trying to pull its weight now with localized content.

Cadbury’s reply to TODO’s first post was very funny yet localized, and was a great piece of content for the brand. The post was in Arabic, easily understood by their market, and came with a pop culture reference that many know.


Perhaps TODO’s teasing will provide Cadbury with a playing field that they can use to their advantage, especially if they continue localizing the aliens theme to create new content.

Although the main issue with the campaign, the aliens themselves, remains to be distracting for many, the brand may be able to balance out in the end by trying to find a way to localize them in a way.

We still think that TODO did a favor for Cadbury by opening the door for a new content direction that may increase the campaign hype and urge people to connect more with engaging and sharable content.


Cadbury Dairy Milk Globalization vs Cadbury Mandolin Localization

Cadbury’s decision to follow up with a 2-year-old campaign from its international associates, the aliens were part of a global campaign 2 years ago, without editing for local consumption has been met with very mixed reviews.

The strangest thing is that since early 2017, the company’s other chocolate product, Mandolin, has been met with a lot of praise for its very focused and localized content.

After a small social media debacle, in which the brand was attacked for appearing in refrigerators with international chocolate brands, Mandolin came out with a strong campaign, with their own animated mascot.

Read more about the campaign here ➤ Mandolin strikes again!

Mandolin’s new campaign raised a lot of positive feelings and feedback from the online community, especially since their ads were specifically targeting a certain audience. This audience was reached due to the brand’s smart social listening, or media monitoring.

The brand monitored media, both on the topic of the brand itself and other things from the past that people complained about.

The result was a wonderful campaign filled with extremely targeted and localized content that was openly loved by all.

So, the question is, why didn’t Cadbury look at Mandolin’s campaign and learn from it?

Let us know your thoughts in the comments.

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Entrepreneurship, Featured Stories, Knowledge Base, Recommended Stories

When and how to start outsourcing your business?

There is a reason why freelancing and outsourcing is becoming a popular trend with many international companies. With a tough…

There is a reason why freelancing and outsourcing is becoming a popular trend with many international companies. With a tough local and international economy, companies have to do what it takes to maintain a steady profit, and find ways to reduce costs.

Outsourcing is becoming a big trend in many industries, due to its many advantages and low costs.

For small and big businesses alike, there comes a time when a decision must be made. Do you build a new team or primary service, buy certain tools or do you outsource for a short time?

That is another way that outsourcing can help.


So, when should you start considering to outsource?

Do you procrastinate when faced with a particular task?

Is it a one-time task? Is it a primary service that your business offers, or something for a specific client or project?

Is it a once a month task? Such as Legal duties, or financial accounting?

Are you still saving up for an expansion? Could you afford an expansion for this task?

Is it a non-essential function of your business?

If you’ve answered all by one of those as yes, then that is when you should be outsourcing.

A definition for outsourcing is “the strategic use of outside resources to perform activities traditionally handled by internal staff and resources.”

The reason is simple, because it can be advantageous most of the time.

Your business is saving money, effort, time and energy, making it more efficient on that tasks that truly matter.


Why should a business outsource?

So, you know when you should be looking into it, or maybe you’re interested.

The thought still lingers in your mind, it might be a good idea but why should I?

There are many things that you can consider that could make outsourcing a great opportunity for your business.


1. Employee costs and non-productive hours

Office space, cafeteria benefits, hospital visits, insurance, and lunch breaks are things that cost the company profit per full-time employee.

These are also things you can save on when outsourcing.

These make a full-time employee more than twice as expensive as a short offer for a freelancer.


2. Efficiency

Freelancers and outsourcing give you a special opportunity, an opportunity to capture and use talented people that you may not have been able to afford otherwise.

Talented graphic designers, high-end lawyers, highly-organized accountants, and smart assistants can be found as freelancers, and at a lower-price than full-timers.

They tend to be more efficient as they have stricter deadlines than full-timers, and may be able to do the job better than you or any other current employee.


3. Frees up internal resources

Getting freelancers doesn’t only work as a way to do unrelated or menial tasks, they also function as a way to lift weight off of your shoulders.

Using a content marketing freelancer to prepare content calendars, or receiving content from freelance content creators, can help free up internal resources.

Freeing you and your employees up for other important tasks, tasks that they can handle more efficiently with less of a work load.


What are you waiting for?

As you can see, outsourcing could be a very beneficial strategy for you and your business.

It does come with its own issues, such as communication and delivery of work, but if you plan it right, it will help you and your business thrive.

So, what are you waiting for?

Have another reason why outsourcing won’t be a part of your business strategy? Let us know in the comments below.

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