Engagement Strategy, Featured Stories

Mixing Influencers and Medicine: What’s gone wrong with the Gaviscon campaign?

As the Eid holiday passes us by (sorry for those that didn’t get it off), so do the days where…

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As the Eid holiday passes us by (sorry for those that didn’t get it off), so do the days where many of us may suffer heartburn from our mothers’, aunts’ and grandmas’ buffet table.

Gaviscon, a worldwide heartburn medicine provider, has taken up the challenge to help provide relief to the family members in discomfort. To reach out to a public that seems to not enjoy its hefty price tag (Gaviscon being more expensive than more popular options in the market), Gaviscon reached out to influencers to help spread the word.

 

ماحدش يقدر ينكر ان "كبدة اولاد الفلاح" فى إسكندرية بقا علامة و تريند للاسكندرانية و المصريين كلهم و خصوصا اللى عايشين فى…

Posted by Pola Salem on Sunday, September 3, 2017

للناس اللي بتحب الفطير والاكل الحِرش زي حالاتي ، الازازه الكيوت الصغننه دي مينفعش تفارق جيبك ،للناس اللي دايما بيجيلها ح…

Posted by Amr Rady on Monday, September 4, 2017

جافيسكون بعتولي الهدية دي وكتبوا عليها اسمي 😍❤️الفكرة بقا ان كتر اللحمه والفته ف العيد بتسبب حموضة المعدة،لما يسبّبلك…

Posted by Mahmoud Badri on Sunday, September 3, 2017

https://www.instagram.com/p/BYlqY70FoCS/

لأن بكرة عيد الأضحي " أوي زي مابنسميه عيد اللحمه " أكتر حاجه بنشوفها ف الصيدليات والمستشفيات هي الناس اللي بتشتكي من الح…

Posted by Ali Ghozlan on Thursday, August 31, 2017

 

Some posts, such as Ali Ghozlan’s, were copied and posted onto other social media profiles and pages. Most notably, at least 2 pharmacies have copied an influencer’s status and created their own design for their Facebook pages.

 

Unfortunately for the company, it didn’t go over well with some netizens.

Many took to social media to complain and make fun of the medicine provider and the influencer posts.

واضح ان كل مشاهير السوشيال ميديا عندهم حموضه فكلهم بيعملوا اعلان ل جافيسكون😂#مقفوشه_ياخلابيص

Posted by Hannah Khalid on Monday, September 4, 2017

جافيسكون أدفانس صارف و مكلف اليومين دول..تقريبا مسابش "انفلونسر" علي السوشيال ميديا معملوش اعلان مدفوع الاجر..كانوا يدوني انا القرشين دول و انا اكتبه في الروشتات!

Posted by Muhammad Sabry Yassin on Monday, September 4, 2017

Content marketing and medicine mix, but only if done right

Gavison had the right idea, unfortunately, with weak execution.

Content marketing and medicine go hand in hand. Content marketing focuses on bringing humanity to social media, which is exactly what medical companies and facilities need, influencer marketing also enforces the same thing.

 

So why did Gavison’s influencer tactics get such bad reception?

A weak guiding hand

The major issue with Gavison’s influencer posts is that the influencers lost their strongest asset, their humanity and uniqueness.

Most of the posts read out as an ad copy; a description of the problem, how they solved it with the product, and the slogan or USP (unique selling point) of the product.

Influencers make their mark, and are more useful to marketers, by creating content that stays within their unique view of the world and their personalities. Their content reflects them, showing off their human side.

The content that most made for this campaign turned out more ad-like than Gavison was probably aiming for. This happens by not prepping the influencers with better guidelines, and while guidelines may sound weird when we’re trying to these people to create their own content, sometimes a guiding hand is really needed.

With a guiding hand, the marketers behind the campaign could have easily avoided the backlash it is receiving, and created better focused content that showed the medicine being used naturally by influencers.

 

How could they have done it better?

Reaching out to medical bloggers

In Gavison’s case, medical professionals and their blogs would have been a more suitable choice. Influencer marketing adds a stronger power behind reviews and blogs about a product, exactly what the company needed.

With reviews or content that would include the product by actual medical bloggers, the medicine provider would have gotten better reach and less backlash.

 

Asking influencers to focus on health and wellness, or their usage of the product, instead of the medicine’s effects

One of the main tips of content creation for medical products and facilities is to always focus on humanity, health and wellness above all else.

People want to relate, improve and feel better about themselves, all of which can be attained by focusing on those 3 elements.

By having influencers writing about Gaviscon and its effects, it lowers the effect the marketing could have had on their followers. This also led to backlash, as people don’t enjoy feeling like their favorite influencer is selling their followers to marketers.

 

Do you think that influencer marketing and medical products mix? Let us know in the comments below.

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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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CAMPAIGNS, Featured Stories

Mo’ Salah 2018 campaign should be pretty much as Vodafone brand as it gets

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the…

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the Nasr City district of the Egyptian capital playing for El Mokawloon SC during 2009-2010 season.

Today, Egypt winger Mohamed Salah with no doubt is the phoenix for his generation of Pharaohs. Mohamed Salah caught the attention of the football world for his speed and earned the world’s respect after his muted celebration after scoring a goal against Chelsea.

Since his historic penalty against Congo and qualifying Egypt to 2018 World Cup “with Salah’s help, of course”, the 25-year-old’s star is on the rise and this is the reason why he has been hailed as the ‘Egyptian Messi’.

Also Read ► Road to Russia 2018: The most prepared brands for the historical moment

Mohamed Salah is now branded as a successful young Egyptian who can be a role model to inspire Egyptians especially younger people and give an example to be emulated in behavior, commitment, and strive for success.

Salah, who has also been nominated for the CAF African Footballer of the Year award, is currently the Premier League’s top scorer after scoring 20 goals in 25 matches since signing for the Reds this summer.

Also Read ►Pepsi features Mohamed Salah in Advert about Ambition and Success

With statistics, Mohamed Salah is considered the most expensive Egyptian, Arab and, African player in the football history after moving to Liverpool last summer for 42M euros.

 

Why Mohamed Salah’s success is a triumph for Vodafone’s Branding Campaign

Vodafone Egypt today announced Mohamed Salah to be Vodafone Egypt’s newest brand ambassador. Accordingly, Mohamed Salah will lead Vodafone’s advertising campaigns for 2018 under the slogan “The future is exciting. Ready?”

In line with Vodafone’s new vision of optimism, Mohamed Salah up coming campaigns for Vodafone Egypt should achieve the brand aspirations and dreams for a better future and reflect Vodafone’s trust and hope for young people.

اللي جاي أقوى 💪

Posted by Vodafone Egypt on Wednesday, December 20, 2017

 

One of the toughest aspects of building a successful brand is building an emotional connection with consumers and Mohammed Salah was chosen by Vodafone Egypt as an example to achieve ambitions and to work towards a stronger and better future.

Also Read ► Vodafone Launches New Visual Brand Identity

Brand intimacy is the new paradigm in marketing and consumers connects more with brands when they seems to care about people like themselves and is making a positive difference in the world.

Mohamed Salah reflects Vodafone’s new brand identity and he is really an inspiring example of how to leverage your personal capabilities to get into the career you want and push-up your challenges from local to international standards.

Vodafone Egypt just clinched the best player in Africa from rival competitor Etisalat Misr

Back in Jun 2016, Mohamed Salah was featured in Etisalat Misr “Imagine Tomorrow” campaign. Today, by naming Mohamed Salah as Vodafone Egypt’s brand ambassador, its considered another victory for Vodafone to complete a winning deal with Salah who has been crowned BBC African Footballer of the Year following an exceptional year with AS Roma, Liverpool and the Egyptian national team.

Worth mentioning that Pepsi has chosen Egyptian professional footballer, Mohamed Salah as the new brand ambassador for Pepsi-Cola in the Middle East and North Africa (MENA) region in 2016.

Recommended Read ► Pepsi and Coke become “Frenemies” to support The Egyptian National Team

We wonder if  Salah would consider Coca-Cola campaign for World Cup 2018. Specially that Coca-Cola is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978.

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Featured Stories, News

Ahmed Abou Hashima totally abandoned his media empire for Eagle Capital

The media of Egypt is highly influential in Egypt and in the Arab World. Recent developments in the media sector in…

The media of Egypt is highly influential in Egypt and in the Arab World. Recent developments in the media sector in Egypt indicate a trend of augmentation through cost-cutting mergers and acquisitions of main satellite TV networks and affiliates of newspapers and websites.

Egyptian Media Group was founded with an aim to develop the media sector in Egypt and provide the quality and expertise required to regain Egypt’s leadership in the region.

Empowered by the Egyptian business tycoon Ahmed Abou Hashima, Egyptian Media Group was developed to deliver the most advanced technologies by creative Egyptian minds, including the most professional and successful executives in the Egyptian media scene.

Abou Hashima started off Egyptian Media group by acquiring 100% of ONTV channel from businessman Naguib Sawiris, 51% of “Presentation Sports” for sports marketing and media, and 50% of Misr Cinema for movie and TV production.

In November 2016, Egyptian Media Group announced the signing of a partnership agreement to buy 50% shares of Synergy, aiming to strengthen its business in the field of art production, especially drama and advertising.

Today, Egyptian Media is one of the fastest growing media groups in Middle East and North Africa. Egyptian Media already holds a variety of the best TV Channels in Egypt and the Middle East, plus it owns and operates a grand set of the most widespread news websites in Egypt includes but not limited to Youm7DotMsr and Egypt Today.

 

Egyptian Media Group Subsidiaries:

ON Network:
OnEnt, ONsport, ONtvLIVE and On drama.

Film Production:
Synergy – تامر مرسي, EM | Production and Misr cinema.

Radio Management:
Nagham FM نغم اف ام, Radio Hits 88.2, Mega FM 92.7 and 95 FM.

Print Media:
Youm7, Eain, Sout Al Omma, DotMsr, Business Today Egypt and Egypt Today Magazine.

Marketing & Advertising:
Presentation Sports, Synergy Advertising, POD Egypt, iFly Egypt, Egyptian outdoor, Spade and Hashtag.

Training & Development:
Egyptian Media Group collaborates with London Film Academy (LFA).

 

Eagle Capital acquire 100% of Abou Hashima shares

According to news reports, Abou Hashima decided to totally abandon his shares in Egyptian Media Group for Eagle Capital, led by Dalia Khorshid (Egyptian ex-Minister of Investment).

As a result of the acquisition, Osama Al-Sheikh has been assigned as Chairman of the Board of Directors for the Egyptian Media, and as Managing Director to replace Ahmed Abu Hashima.

The full details about the acquisition deal is not available at the moment and should be announced during a press conference to be held next Thursday.

Worth mentioning is that Egyptian Media was planned to be registered on the stock market as a holding company in the first quarter of 2018 to raise up to 1 billion Egyptian pounds after the planned initial public offering (IPO).

 

Dalia Khorshid, CEO of Eagle Capital

In early 2016, Dalia Khorshid succeeded Ashraf Salman as Minister of Investment, becoming the first woman in Egypt to occupy the elite position.

Ms. Khorshid holds a Bachelor of Arts degree in Business Administration from the American University in Cairo. She also serves as Group Corporate Treasurer for Orascom Construction Industries (OCI) N.V.

Prior to joining OCI, she was with Citibank for 8 years, where she served as a Vice President.

She began her banking career with Commercial International Bank, Egypt’s largest private sector bank. She spent eight years at Citibank as vice president for Corporate Finance and Investment banking for the Middle East.

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What did Egyptians Google this year? Most Trending Searches of 2017

For years now, internet-giant Google has been releasing its annual “Year in Search,” which chronicles the year’s most trending topics….

For years now, internet-giant Google has been releasing its annual “Year in Search,” which chronicles the year’s most trending topics. Twelve months’ worth of topics are categorized and rated, showing exactly what the world feels or is searching for during the year.

This year’s Year in Search displays a lot of heart and self-expression worldwide.

The video shows some of the world’s biggest fears in 2017, but also show us the hope and faith that people had in times of horror and strife.

The video shows the world coming together, to become fearless, strong and helpful.

While the worldwide results have categories such as Global News, Losses (celebrity deaths), and recipes, Egypt’s list was a lighter and less serious list.

 

Egyptians Googled

Search

  1. Results of Primary Schools
  2. World Cup Draw
  3. Selsal el Dam Series (مسلسل سلسال الدم)
  4. El Keaf song by Cairokee (اغنية الكيف)
  5. Professional Academy for Teachers
  6. Egyptian Knowledge Bank
  7. Football Match Egypt Vs. Cameroon
  8. Despacito
  9. Al Ahly Club Elections

 

Events

  1. World Cup Draw
  2. Al Ahly Club Elections
  3. The Funeral of artist Shadia
  4. The new Egyptian Ration Supply card
  5. Oasis terrorist attack (حادث الواحات)
  6. Results of Draw for Hajj (نتيجة قرعة الحج السياحى)
  7. Hurricane Irma
  8. Zamalek Club Elections
  9. Warraq Island
  10. Tiran and Sanafir

 

Songs

  1. El Keaf song by Cairokee (اغنية الكيف)
  2. Despacito
  3. Elab Yalah (مهرجان العب يلا)
  4. Abd El Salam (مزمار عبد السلام)
  5. Btnadeny Tany Leeh (اغنيه بتنادينى تانى ليه)
  6. Ya Amm Ya Sayad (اغنية عم يا صياد)
  7. Dala’ El Takatk مهرجان دلع تكاتك)
  8. 3 Dakat (3 دقات)
  9. Mady El Nas (معدي الناس)
  10. Amr Diab’s new Album

 

Public Figures

  1. Mahmoud Al-Khatib
  2. Ahmed Shafiq
  3. Elissa
  4. Gamila Awad
  5. Abd El-Salam
  6. Wafaa El Kilany
  7. Mahmoud Taher
  8. Nader Ahmed
  9. Essam El-Hadary
  10. Mohamed Salah

 

Matches

  1. Egypt Vs Cameroon
  2. Al Ahly Vs Al Tarji
  3. Egypt Vs Ghana
  4. Egypt Vs Mali
  5. Egypt Vs Burkina Faso
  6. Egypt Vs. Uganda
  7. Egypt Vs Tunisia
  8. Al Ahly Vs Al Wadad Morocco
  9. Egypt Vs Morocco
  10. Al Ahly Vs Étoile Sportive du Sahel

 

TV Shows

  1. Selsal el Dam Series (مسلسل سلسال الدم)
  2. Kafr Dalah (كفر دلهاب)
  3. Ramez Ta7t el Ard (رامز تحت الارض)
  4. Kalapsh (مسلسل كلبش)
  5. Adly Allam (عفاريت عدلي علام)
  6. El Ostora (مسلسل الاسطورة)
  7. Shakshak Sho (شكشك شو)
  8. Heba Regl Al-8orab (هبة رجل الغراب)
  9. Lam3y Al-2ot (لمعي القط)
  10. Hany Haz El-Gabal (هاني هز الجبل)
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