SMS advertising is a common advertising tool in Egypt especially for promotions, Sales and launching new products, The new story here is using SMS advertising to lead a social public conversation that goes viral around here & there in the social media.
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I have no idea if this was a well planned campaign or just came like the way it appeared on the social media.
The story has been started when Hatem El-Awa The Creative Manager of JWT Cairo has published on his personal Facebook account his ,unsent, message in reply to Domty cheese SMS campaign:
And Hatem’s comment on his photo was “معرفة الجبنة كنوز” , And actually Domty has used this very well, and after just 2 days Domty has published their reply one the message and using the hashtag was #معرفة_دومتي_كنوز it was hilarious;
Both social flirting posts of Hatem & Domty have gone viral this week , the post of Domty has got 801 engagements (more the 500% higher than their average engagement rate).
And although I don’t know personally who’s behind the scene of this story but we have here a smart new story of managing public social conversations effectively.