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…

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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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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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Digital marketing, Featured Stories, Social Media Intelligence

Social Media: How big is Laliga in MENA?

We all know just how much we, and the rest of the Arab world, love our football. We revel in...

We all know just how much we, and the rest of the Arab world, love our football. We revel in it. Crowding the streets, stadiums, cafes and restaurants, we surround ourselves with other team supporters as matches happen. So, it stands to reason that we do it online too, right?

With this reasoning behind them, premier professional association football division, the Primera Division (LaLiga) has been pushing in Arab countries.

The Spanish competition has been pursuing an internationalization program for a while now, hoping to further expand its reach worldwide. Their social media efforts have now included Arabic captions, and a focus on previous and current Arab players, among other things to reach their Arab audiences.

2017 has been a key year for their internationalization efforts, especially in the Arab region. Overall, the page has reached up to a total of 22 Arab countries.


Laliga Social Media Insights:

LaLiga has managed to gain over 4,735,000 Facebook followers in Arab countries, out of its extensive over 31 million fans. While currently, Egypt has the most Arab fans on the page, coming up 6th overall, with Algeria and Morocco coming up in 8th and 9th place.

This reach has enabled LaLiga to attain representatives in the UAE, Egypt, Saudi Arabia, and Morocco working on different projects.

The digital growth experienced by LaLiga across the Arab world is a reflection of the global expansion which has occurred in all of LaLiga’s digital channels in recent months. By publishing content in more than ten different languages, including English and Chinese, LaLiga has amassed a community of over 40 million followers on all of its social media channels. Furthermore, LaLiga has his own YouTube channel.

Why International Sports Marketing Works?

International Marketing is a complex process for any organization, large or small, with multiple factors at play. Language, culture, sub-cultures and localized behaviors have been known to shut down entire companies due to mishaps and miscalculations.

When done right however, companies bloom. Reaching a wider active audience is always an important section in any marketer’s long-term goals for their company.

The most important things to keep in mind when thinking about making your brand go international?

Localization, through research on the country’s culture, habits and competition, adaption techniques, and cultural language.

Cross language transfer content isn’t good enough, you may read it right but pronunciation may lead to mishaps you don’t want to have such as Pepsi’s mishap in China. (Pepsi’s then slogan, “Pepsi Brings You Back to Life,” was not translated well in Chinese. Making it, ““Pepsi brings your ancestors back from the grave.”)

This is the reason why most companies who plan on promoting in different countries have their own Facebook pages, in the respective language of the country, as well as a (usually) local agency creating content.

Strangely, unlike what the majority of companies do, LaLiga does not have specific pages for their brand internationalization.

The Spanish competition aims instead to publish multiple posts a day, with varying languages and messages. They create unique messages and posts for each language, not simply translating previous messages.

LaLiga, whose international presence is practically unrivalled among other domestic competitions, is watched in 182 countries via its 90 international broadcasters. In addition to UAE, it has offices in the United States, Nigeria, South Africa, China, India, Singapore and Belgium, and it has 44 international representatives selected through the LaLiga Global Network program distributed across other strategic countries.

Check out their Facebook page here.

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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…

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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Events and Awards, Featured Stories, Marketing, Recommended Stories, Social Media Intelligence

5 interesting Social Media lessons from Marketing Kingdom Cairo 2017

P World’s Marketing Kingdom Cairo 3 was a resounding success as members of the marketing community gathered to hear from…

P World’s Marketing Kingdom Cairo 3 was a resounding success as members of the marketing community gathered to hear from international and local speakers. The event, held earlier this week, was filled to the brim with top hats of various companies and organizations. From agencies to companies, many were attracted to Marketing Kingdom’s third visit to Cairo.

With topics ranging from leadership, the use of AI in marketing, audio marketing and content marketing, the conference had knowledge in abundance.

Providing knowledge to the audience were speakers such as Ian Manning (Facebook), Priya Patel (Instagram), Scott Thwaites (Twitter) and Mohamed Abo El Fotouh (PepsiCo MENA).

Here are some of the things we learnt at this year’s Marketing Kingdom

1- Create Snackable Content:

According to Ian Manning, Head of Agencies, Middle East, North Africa and Pakistan for Facebook, 80% of people use secondary devices while watching TV, causing a separation of attention.

So how should we avoid the same thing on social media?

“On average, people scroll through their newsfeed at about 2.5 seconds on their desktop device. Let’s say I am scrolling, it takes about 1.7 seconds on average on mobile.” Says Manning.

So how do we capture their interest?

Create snackable content, content that can be taken, absorbed and understood in almost a blink of an eye. Short form video content such as Cinematographs, as well as fast and exciting vertical videos are great for on-the-go audiences.

Create content specifically for mobile and social media, this makes sure you are really reaching those audiences.

2- Create for Passion:

“Passions thrive on Instagram” says Priya Patel, Business Development Lead, Middle East, Turkey and Africa for Instagram, and just how true it is.

Read more on Passion ➤ Steve Jobs explains the rules for success. It’s all about Passion!

Instagram has grown itself on this particular word, Passion. Passion for food, animals, cars, and self-styling. What is to say that we cannot use the same thinking when it comes to other platforms?

Patel speaks about some creative considerations that we should think about

a: Use all the storytelling capabilities of your platform

Whether it is Instagram/Facebook Stories, Facebook Live and etc, use as much of it to get your story across.

With so many options, it has become both easier and harder to produce passionate content. Live or Stories can help provide an authentic and more down-to-earth tone, while 60 second videos give us more structured and polished works.

b: Use Time as a creative tool

Many of us are still held down by the 30-60 second rule that has been handed down to us from traditional marketers. We still need to get it through our heads, we can do better with less!

During his talk, Manning gave multiple examples on how brands can create amazing content in less than 10 seconds. The thing is, so can we. With some deep creative planning, and testing, we can get our brand messages to audiences in 3 blinks of an eye.

c: Visual Expression inspires visual action

In a world full of selfies, personal and “special branded” Instagram accounts, and imaginative use of video and photography, visual expression has become a popular thing. It is so popular, that multiple social media networks have been introduced to fill that gap.

You can also read more here ➤ Priya Patel from Instagram: Say no to anything that doesn’t have impact!

With visuals, people are more likely to take action. With visual expression and passion, that is authentic (at least to some degree), we can create visual action.

3- Use Arabic More:

It may seem like a contradiction, with many parents now opting to focus on English rather than Arabic for their kids, Marketing Kingdom speakers have come to this conclusion. We need more Arabic content.

Arabic is Twitter’s 3rd most used language, states Scott Thwaites, EMEA Partner Manager from Twitter. 5-6% of international content is in Arabic. There is a barely touched market out there, unfortunately many of us avoid it on social media.

Maybe it’s because Arabic is a hard language to get a message across to younger generations, or maybe it’s all the different types. Either way, there is a wide opportunity for those willing to go completely Arabic in all their social media work.

4- Each Platform has its own theme; use it accordingly

The 3 main social media platforms (Twitter, Facebook, Instagram and Snapchat) all have a certain theme to its platform. This theme is why users flock to these specific places.

Facebook has always worked on connectivity or connecting people. People go on to Facebook to connect or even disconnect; from the outside world through memes and viral content, or connect with friends and family across long and short distances.

Due to its popularity, large amount of users and easy-to-use newsfeed, messages can easily be sent to the mass public.

Marketers are already (mostly) well focused when it comes to Facebook’s need for connection and brand building. It is with the others that we need to look out for.

Instagram, on the other hand, is all about passion. Just as Patel said, Passions thrive on Instagram, unfortunately the reason why many marketers don’t do well is a lack of understand and implanting this idea.

Many of us continue to simply copy and paste posts from Facebook to Instagram, but unless your posts are already colorful and passionate, this type of strategy won’t get you far.

If your other platforms have simpler tastes, then go WILD on your Insta.

5- Big Budgets Aren’t as Sexy as They Sound

Although we should take into account that many clients still currently will not create a big enough budget to include separate work for each platform, Patel does state that Instagram is platform where big budgets aren’t a need. They’re a want, and you can always work low-budget or even with no budget for your Instagram.

Twitter may not be the biggest talk of the town, but it still has a large enough Egyptian following to think about. With Arabic as its 3rd main language, Twitter has a lot of eyes on it.

“Twitter is an engine of Mass Influence” states Thawaites, and that it is.

Twitter is famous for being used as a tool for breaking news, and 35% of users are simply looking to be entertained and engaged in something.

For years, we have seen products breaking out on the platform. Apple famously uses the platform as a first-reveal platform for new products, as well communicating with their fans. We’ve also seen impactful news being broken out and shared on the platform.

Twitter can make an impact ➤ Barack Obama just broke a Twitter record with 3.6M likes

For the everyday though, posts that link to new releases (products or otherwise) would be a great option for marketers.


Overall, Marketing Kingdom was able to provide a wealth of industry statistics and information, as well as interesting insights both in the minds of top agency heads and marketing tools such as AI and Social Media.

This is the 3rd year in which Marketing Kingdom has been held in Cairo.

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