Brand Management

Juhayna steps in 2018 with bold yet humble campaign to support Baheya hospital

A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid…

A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid brand that makes revenues and changes the world.

Juhayna has decided to take its sponsorship of the beloved Al Ahly team and use it for good by launching national donation campaign to support Baheya hospital.

For years Juhayna have been doing whatever necessary to increase the brand value. Hiring Sherif Ekramy to promote Juhayna Mix, Dora as Juhayna Pure’s brand ambassador, the controversial Dundo Advert and major sponsorship deals.

After 19 years of being the most visible logo on one of the most watched teams in the country, Juhayna is taking a step back and letting someone else get the limelight.

Throwback ► Juhayna Cheering Egyptian Mothers in Emotional TV Commercial

Juhayna teams up with Baheya Hospital & Al Ahly in long-term plan which aims at delivering a bold yet humble marketing message with much emotion involved. The move definitely will re-capture the audience attention to Juhayna’s logo and strengthen the long-term sponsorship to Al-Ahly SC.

Early yesterday morning, Reporter Sara Fouad posted a small teaser of Juhayna’s new campaign.

كلكوا عارفين أنا زملكاوية قد إيه.. والإنتماء ده موضوع بجد مفيهوش هزار.. لكن في حاجة بتجمّع كل الناس أيًا كان إنتماءهم ا…

Posted by ‎Sara Fouad – سارة فؤاد‎ on Monday, January 1, 2018

 

The post states that for the first time in 19 years, something was going to change with Juhayna and Al Ahly.

Fans questioned what would happen, the brand has been a main part of the uniform for so long. Many wondered if they would change logos, or focus on a certain product instead of the company as a whole.

Juhayna themselves, later the same day, posted a short video/would be GIF on the topic.

Stepping back for 90 minutes

The FMCG company has decided to take a step back in order to lend a helping hand. So, after 19 years of unchanging visibility, the brand is partnering up with Breast Cancer NGO Baheya.

The partnership allows Baheya’s logo to sit upon Juhayna’s place to help 4000 of those afflicted with the disease.

For 90 minutes, during the match between Al Ahly and Al Masry on the 12th of January, Juhayna and Baheya hope to receive donations of up to 19 million EGP, which will be spent on helping more than 4000 Breast Cancer patients.

 

Only 7 hours in, the video already has over 5k reactions and over 400 shares.

People have reacted positively to the change, some stating that it’s honorable to use the money Juhayna uses on being on the uniform for some change and good in the world.

Baheya is a non-governmental organization that aims to help spread awareness of Breast Cancer, and the importance of early detection through testing. While Breast Cancer can be beaten at later stages, with lower rates of success, early detection provides up to a 98% chance of curing the Cancer.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
Brand Management, Featured Stories, Public Relations

Protecting brand reputation in the MENA, are you doing it right?

As marketers, we always strive to communicate with consumers in different ways, specifically, in ways that they prefer. In fact,…

As marketers, we always strive to communicate with consumers in different ways, specifically, in ways that they prefer. In fact, marketing today is becoming increasingly consumer-driven and with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell.

But that usually comes with a price tag attached to it.

This ease of communications is a double-edged sword. Today everyone with a smart phone is a journalist. Both governments and businesses need to maintain an open communication channel with their customers and exercise more transparency and openness.

The need for clear and effective crisis communication strategies has never been more critical to the survival and success of organizations and the protection of their corporate image.

Over the past few years, the Middle East region witnessed immense economic, social and geopolitical volatility affecting governments, businesses and individuals at all levels. Leaders’ ability to communicate effectively and handle crises has never been more important.

FAILING TO PREPARE IS PREPARING TO FAIL

The topic of Crisis is one that is usually shied away from, yet it is of great importance to talk about. Crises are critical for any institution, company, country, even an individual. Although they are often associated with tension and insecurity, they are also an opportunity to build and improve.

From a leadership perspective, we always need to be prepared, as Crises do happen and succeeding in a crisis is not only about how professional an entity is in handling the crisis, but also how prepared it was to handle such a crisis before it happens. Reputations are built over a long time, and are a result of continuous and effective communication with stakeholders, excellence in customer service, and well prepared crisis planning.

ARE WE DOING RIGHT?

A key question to ask ourselves: Are brands communicating effectively and are we doing Crisis Communications right in the Middle East region?

The Middle East region is a vast conglomerate of markets with different cultures, history and varying stages of market development. It is mostly mistaken that the all the markets in the Middle East are the same and that it’s a once size fits all when it comes to communicating or managing and protecting brands. Unfortunately, that is the illusion. Our region speaks the same language and may be culturally and historically close, but when it comes to doing business, each country is completely different and requires a different approach that suits the local market and audience.

For brands to communicate more effectively and navigate successfully through Crises, understanding the cultural differences, geo-politics, media, and public sentiment is a key enabler.

Our region has seen a significant increase in the number of crises across all industries. With the public sharing opinions and communicating over social media, managing brand reputations especially during crises has taken a whole new direction. A lot of organizations may ‘think’ that they are doing it right. It is an area that is constantly evolving, and hence the need to constantly be looking at updating and upgrading their practices and protocols.

As we move forward, Crisis communications needs to keep evolving in line with the changing environment. Effective communication has never been more important to protect a brand’s reputation and not just with external stakeholders but even more importantly with the internal audience – employees.

Employees are the organization’s most trusted and most reliable brand ambassadors and the biggest impactor on its reputation. Many organizations today still don’t appreciate the importance of the role of internal communications and may not realize the impact of not having an effective internal comms strategy in place.

COMMUNICATION IS COLLABORATION

If an organization doesn’t communicate, and effectively as well, with its employees it runs the risk of losing a lot more than just a reputation. It may lose the entire business. Well informed employees will deliver the right message to the external stakeholders and that in my opinion is the most effective way for a brand to communicate, even more specifically during a crisis.

Another key obstacle lies in the misalignment of communication channels within an organization, and its agency partner especially in times of Crisis. Communication is all about collaboration. Today, many clients still view the agency as an outsider and third party.

From a client perspective, many agencies are more concerned with bringing in more clients, and making more money rather than working closely with the client’s team to develop customized communication protocols that suit the needs and requirements of these clients. Unfortunately, there are still many agencies that work with the concept of a one-size fits all approach and focuses on selling ready-made solutions to their clients.

Some agencies position crisis communications as a product that they could monetize on through off-the-shelf modules or training, rather than a value-added service to the client.

Both clients and agencies need to shift their mindset around their relationship from one of ‘service-provider’ to one of partnership. Agencies need to be immersed in their clients’ business from day one as a partner that fully understands the client communication and business objectives as well work hand-in-hand to ensure that clients’ brands are communicated effectively and in a manner that preserves and protects its reputation.

Only then will the real benefit of a partnership be achieved. Only then can agencies really communicate, manage and protect their client’s brands and reputations effectively and efficiently. Reputations today need a lot more work to build and protect especially with the increasing digital transformation we are witnessing.

Today we are living in a digital era where we are swimming in a sea of stories, real and false news and truths and half-truths. The accessibility of social media, and its power in giving a voice to all stakeholders, on any topic and at any time, has made communication professionals jobs a lot more challenging.

The digital media landscape has brought with it a mass of data to the forefront. Brands today have a tougher job communicating their brand to their consumers. One may think that social media has made it easier to communicate, but that ease comes with a hefty price tag. Many clients are still struggling today to communicate effectively online and more importantly, protect their brand’s reputation on the digital platform.

Without the right processes and protocols to communicate effectively online, clients and agencies alike will suffer the consequences.

During a crisis, and today more than ever, communicators should be advising their leaders to go back to the core basics and more importantly adapt them to suit the digital landscape. They need to be truthful, authentic, prompt, brief and always accessible.

The news-cycle today moves at a much faster pace than before. And hence, the speed of collecting facts, and all ‘sides’ of the story are key to delivering a well-rounded story to the public. Brands need to realize that to communicate effectively with their stakeholders they need to be quick, efficient and deliver the right message at the right time.

Long gone are the days when consumers would have to wait for their voice to be heard and then wait for the response if any. Today they have their own social platforms where their voices are heard instantly and not just by the brands, but by other consumers and stakeholders who will react to it immediately.

There were times when business or media controlled the narrative. Today, it’s the public who controls the stories; they are not only a source of information but also demand information, they dictate the pace and hence they now control the narrative.

For more information on the conference and training, please visit the website: www.letstalkevent.com

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
Brand Management, Featured Stories, Social Media Management

How devoted is Cook Door in keeping consumers delighted?

For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not…

For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not only does social media help build brand awareness, but it also provides a conversational space for brands to engage their audience and grow meaningful personalized connections.

Every brand reaction on digital media can bring a crisis or a bless for the brand reputation.

Spontaneous request turns into a reward!

For Cook Door, an innocent Facebook post posted by Malak Boghdady was quickly replied then gave into her request.

يا جدعان في رجل محترم جداً اسمه احمد حسن من Team الmarketing بتاع cook door كلمني دلوقتي و قال لي انهم لما عرفوا من السو…

Posted by Malak Boghdady on Friday, June 30, 2017

 

Craving a Shish Tawook sandwich from Cook Door, she posted her desire on Facebook. Cook Door’s monitoring team quickly responded to her request and sent her the desired sandwich for free.

Cook Door Secret Souse for Social Media

Allot of books are talking about developing a brand voice and marketing strategy that brings a human element and some personality to your social media channels.

But how a marketer would humanize the brand voice on Social Media?

This means it’s time to lose the jargon or sales pitch, and talk to people on their level. In addition, take thoughtful moves and be timely in your responses to keep the conversation going and to show your audience your true brand essence.

After hearing what happened, Malak’s friends starting posting that they wanted sandwiches as well. Cook Door responded by delivering more free sandwiches.

Soon the original post and further posts became viral, and traffic to the fast food chain’s Facebook page skyrocketed as people jumped in to receive free meals. In order to keep up with demand and be more cost-effective, Cook Door created 100EGP vouchers and sent them through messages.

 

https://www.facebook.com/nurhanibr/posts/1588161644561548?pnref=story

ياللهوي 😍😂Cook Door طلعوا بجد مش بيهزروا لما قالولي الأوردر بتاعك بيتجهز 😂😂😂كلمني شخص محترم و لذيذ اسمه احمد حسن من إ…

Posted by Biko B. Ibrahim on Saturday, July 1, 2017

امبارح عملت شير لبوست Nurhan Ibrahim وكومنت أنى عايزه سوبر كرانشى ، النهارده كوك دوور بعتولى سوبر كرانشى البيت كومبو لار…

Posted by Karishma Nasr on Saturday, July 1, 2017

Someone from cook door called me and told me that they are delivering me a meal right to my door step!so i opened my…

Posted by Karim Ahmed Petsadsis on Saturday, July 1, 2017

كوك دوور احن عليا من مصر و الصحاب شكرا كوك دوور 😄

Posted by Nour S. Ahmed on Sunday, July 2, 2017

اتعب هتلاقي!قصة شاب زي اي شاب مصري تاني كان يائس من ظروف البلد والشغل وكل حاجة بس مسكتش، قرر انه يتحدى الظروف ويطور من …

Posted by Karim Mohamed on Saturday, July 1, 2017

Cook Door’s new systematic approach was a smart move as the virality of the event continued to rise, as more and more people ran to their page with requests.

Cook Door’s quick response and attentiveness is worthy of high praise

Providing your audience with a mix of quality content is key for raising your likeability factor and showing your value but engaging your audiences opens the door for developing loyal customers.

Cook Door’s quick and genuine response led to a new increased interest in the brand just by sharing one simple act of care.

Whether by quick reaction or thoughtful planning, the franchise was able to create a strong buzz that escalated into a large increase in digital reach. It also shows one of the most powerful attributes of social media, how one thing can be shared over and over again until it explodes into viral proportions.

Was it the right thing to do from a business and/or marketing standpoint? Let us know your opinions in the comments below.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
Brand Management, Ramadan 2017, Recommended Stories

Vodafone tops the charts for Ramadan 2017 digital performance, why?

Vodafone continues to break records during the Ramadan season, and continues to leaving other Ramadan ads and campaigns far behind….

Vodafone continues to break records during the Ramadan season, and continues to leaving other Ramadan ads and campaigns far behind.

This year alone, their main Ramadan ad has broken a record no one has held before. In 10 days, their 2017 ad has raised over 1 Million reactions. Reaching this point was no easy feat, even if Vodafone makes it seem like a piece of cake.

Last year’s ad, which was rewarded by being mentioned as one of the world’s most shared ads of 2016, has only reached 994K reactions. Close, but yet so far from their goal.

 

So, how Vodafone did it again?

Vodafone has been dominating this year’s advertising, receiving over 49% of the Telecom sector ad viewership as well as more than 70% of all telecom interaction, easily beating out both Orange and Etisalat. Vodafone alone has already received top numbers in viewership this Ramadan compared to the entire real estate sector.

 

1- Mega Production Budget

There is no question that great ads and campaigns have been made with small budgets, but it is unusual to see a campaign with a large budget failing.

One of the telecom giant’s biggest advantages is its almost infinite marketing budget. According to insiders, the annual marketing budget for Vodafone is over 200 million annually. This definitely provides them with a distinct advantage over other companies, not only against their competition in the telecom business.

2- Celebrity Endorsement

Vodafone has become known for using large numbers of celebrities for their Ramadan ads. Following the large ensemble from last year and 2015’s advert, this year includes another large group of celebrities.

Celebrities are commonly used to capture new users and audiences, build brand awareness through the celebrity’s social media channels, and can position the brand with the celebrity’s personal branding. Due to its flexibility and power, this strategy is used by many companies.

More on the abuse of celebrities in ads ► The overuse of celebrities in Ramadan Ads

The overuse and abuse of celebrity marketing has become apparent, especially when it comes to the telecom sector. It is starting to become such a trend that many should wonder, what would happen if they stopped using celebrities? Would they still be as popular as they are now?

3- Successful Partners

Brands who entertain, add value and create meaningful concepts to its target audience are the ones that win their attention, respect and recall.

Vodafone for this Ramadan, decided to proudly boost Egypt’s Red Devils “Al Ahly”, Vodafone has decided to bring back the sports flavor in Ramadan campaign featuring the little pharaoh Ramadan Sobhi who made one of the most buzzing-words for Ramadan 2017 “Ibn El Nady” with the help of Saad Samir’s hilarious dance.

Although Al Zamalik got a huge fan base in Egypt and around Middle East in addition to Africa, that hasn’t stopped Vodafone from taking part of the Ad in the home of Al Ahly “Mokhtar El Tetsh stadium” with cut-outs of with Al Ahly former players Ramadan Sobhi who is based in London now but still supporting his old teammates, even if he can’t show up to attend Ramadan in Cairo.

And soon the buzz-word (Ibn El Nady) is now frequently used by both Al Ahly and Zamalik fans equally!

4- Relevant Content and Themes

One of the reasons why Vodafone has become so popular with its Ramadan advertising is due to its relevant content and themes developed specifically based on the very unique nature of the holy month.

For 2015 and 2016, the company focused on embracing and expanding the family and friends theme, something that many people also focus on during the holy month. Vodafone is able to target a wide range of audiences by using this strategy.

This year’s ad focused on many events; impressing in-laws during your first Ramadan as a married couple, being away from family for the first time, and even the first time experiencing the atmosphere and food.

5- Planning The Plan

To avoid possible backlash against their large budget being used on popular celebrities, Vodafone started Ramadan with their newest Vodafone Foundation initiative.

Read more here ► Vodafone spread joy to the blind this Ramadan

A smart move from the telecommunications company. With the public becoming aware of their CSR work and efforts for Ramadan, the public was not adverse or against the large budget put in place for the actual Ramadan ad that was later released.

6- Celebrate and Communicate

The most important move, and the smartest, has always been their enthusiastic non-use of actual promotional marketing within their Ramadan ads and campaigns.

Rather than provide a strong marketing message, or a new promotion such as what Orange did this year, Vodafone focuses on the pillars and themes of the very special month. Vodafone ads during Ramadan have focused on spending time with family and friends, extending the family, and the spirit of Ramadan; not one of them have ended with a large focus on a selling point!

7- Mixing Logic with Emotional Messages

During the holy month of Ramadan, non-profit non-governmental organizations (NGOs) come out to play with other big ad runners. Ramadan, considered the biggest advertising and marketing season in the Middle East, usually brings out the best in terms of talent and advertising ideas within the region.

Also read ► Vodafone spread joy to the blind this Ramadan

As Ramadan is the peak of Charity and good deeds, this year Vodafone has decided to focus more on corporate social responsibility for Ramadan 2017 with a campaign towards the blind. Vodafone published an advert 24hrs before the start of Ramadan campaign to feature the telecom giant CSR efforts in bringing back the sight for the blind people for this Ramadan.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading