This Ramadan we have witnessed many campaigns, some of them were a hit while others flopped. There are many factors that can make a campaign succeed including the launching process; we have seen real estate brands launch campaigns that include two adverts, some brands start before the month starts, and others launch a teaser campaign first to trigger the viewers’ curiosity and then launches the main campaign.
While launching a teaser campaign sounds like a smart idea, times it falls short of expectations!
This Ramadan we have witnessed a teaser campaign that was the talk of everyone on social media as many people tried to guess the brand and the product; some people got it right and some didn’t.
The question here is: Did the teaser campaign hit the mark? Assessing its success
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The Mysterious Aslan Teaser Campaign
A few days after Ramadan started a teaser campaign was launched starring actress Sherin Reda. The mysterious teaser campaign emerged quickly, leaving the brand or the product shrouded in secrecy.
The brand collaborated with the actress Sherin Reda and in each teaser advert the actress was telling the audience to be patient [#إتقل] and they will know everything soon.
Rising Curiosity: Creating A Buzz Through A Teaser Campaign
We have to admit that the teaser campaign made everyone curious to know what is going on and we have all the insights.
According to our digital analytics studies, this has led to the use of the Sherin Reda hashtag [ #شيرين_رضا] to reach 142.2K and the hashtag for teasers [#إتقل] achieved 595.6K social reach over the last week.
Achieving these high numbers has led the audience to have high expectations about the campaign and the brand. Unfortunately, when the brand and the campaign were revealed, the feedback was not what we expected.
Sip or Skip: The Reveal of Aslan Juice
After the ongoing social media debate about whether it’s a tea brand or a juice brand, it turns out it is a juice brand. The juice brand is named “Aslan” and the campaign is promoting how natural the taste of the juice is and how sweet.
Once the campaign was revealed, it went extremely viral for two reasons, number one, some people were right about their guess, and number 2, people were a bit surprised as this was not what they expected.
Social Media Verdict: How The People Reacted
After the campaign was revealed and everyone knew what it is about, some people showed disappointment. Many expressed their opinions through memes and social media posts that this was not what they expected and they were even confused why the actress agreed to do this teaser campaign.
People also compared how Sherin Reda was in Etisalat’s advert last year promoting Etisalat Emerald, which is for the elite and now she’s promoting a random juice brand.
Even though there were negative comments, there was also some positive feedback.
شاي العروسة طلع تريند على اكتاف عصير اصلان😂
لو مقصوده يبقا عندهم بلاك ماركيتير حلنجي الصراحه😂😂
ولو مش مقصوده يبقوا ولاد محظوظة برضو😂😂 pic.twitter.com/OOMjr0ciHA
— 𝓓𝓐𝓐𝓡𝓡𝓢𝓗 (@0789mo) April 3, 2023
معلش الاسم كان غلط عصير اصلان
وصدعتنا وصبر وتقل وفى الاخر عصير يا شيرين طيب خليه لبن رايب عشان نهضم 😂😂😂😂 pic.twitter.com/d0qJuhl21D
— 🇨🇦saso🇪🇬 (@llah_sagd) April 3, 2023
يعني بعد ده كله عصير واسمه ( اصلان ) اصلان مش هشربه ( نينينيني اصلان ) pic.twitter.com/zJeDqDUDgV
— boYka🏋️♂️☕🏹 رد الباگ🔃♥️ (@boYkaboYka123) April 3, 2023
الطبقات ساحت علي بعضها حرفياً
من سنة بس شيرين رضا كانت الوجه الاعلاني ل اتصالات ايميرالد اللي هو اعلي شريحة في اتصالات وقتها عشان تخاطب الناس اللي ف اعلي الطبقة المتوسطة و العليا علي اساس انها trés chic و كدا يعني
النهاردة شيرين رضا بقت بتعمل اعلان عصير اصلان 😂😂 pic.twitter.com/2kmw2YQlCd
— Samaᥫ᭡ (@_sama_000) April 4, 2023
يعني احنا التقل الي تقلاناه ده كله علي عصير وكمان اسمه اصلان😂😂
— 𝗔𝗵𝗺𝗲𝗱 𝗜𝗯𝗿𝗮𝗵𝗲𝗲𝗺 (@iamahmedibr) April 3, 2023
الاستاذه شرين رضا كانت عامله كل دا عشان علبه عصير اصلان هو جهينه قصر ف اي ولا بيتي زعلك ف اي 🌚😂
— israa✨🖤 (@Esraaha42048334) April 4, 2023
انجح حملة إعلانية حملة عصير اصلان بسبب بوست عشوائي قلب السوشيال.
هل البوست دا عشوائي فعلاً وللا من ضمن الماركتنج؟
— de سكورپ (@daliaref3at) April 3, 2023
— abdallah ibrahim (@Abood_Egy1) April 3, 2023
Why The Negative Feedback
One of the reasons that led to the negative feedback is how the long teaser campaign made people have high expectations of the brand and the campaign itself. People were excited to finally see what Sherin Reda is talking about. The long teaser campaign was not a good idea; there were too many copies that had the same idea and the same location, which can bore the viewer.
What people said about Sherin Reda is somehow true, the actress was not relevant to the campaign or the brand. The viewers always expect Sherin Reda to do campaigns that belong to the A class.
Also, as much as the campaign went viral, its social media platform had a low engagement rate as some people didn’t even know the brand has a social media page.
Beyond the Hype: Who Is The True Winner?
Before the campaign reveal, the audience was divided as some believed it was a tea brand called “Al-Arousa” while others believe it is a juice brand; someone even commented that they searched with the Tax registration number to figure out which brand the advert belongs to.
This social buzz around the tea brand lasted for around 11 days and the Arabic name for the brand “شاي العروسة” have made 4.7M social reach with +1653% increased brand mentions with zero investments.
In the end, you should always put in mind that a teaser campaign is a double-edged weapon; it’s either you meet your audience’s expectations and succeed or disappoint them and bare the negative feedback.
Tell us what you think about the campaign.