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At ArabNet's Digital Summit in Beirut last week, Jordanian agency, Prodigi Corp, took home the prize for Best Digital Campaign for its work for radio channel, Beat FM.

The Facebook campaign asked people to share their pictures if they are a celebrity look-alike. 

More examples of innovative social media case studies are beginning to come to light in the Middle East, which is exciting for the digital industry in this region.

Sharing case studies and examples of best practice is hugely beneficial for digital as a whole, enabling companies to learn from their peers and better understand best practices and rules of engagement. 

With that in mind, here we look at Beat FM's case study in more detail, as well as some of the other campaigns shortlisted in this category at ArabNet's summit. 

Beat FM 102.5 is a leading English radio station in Amman, aimed at entertaining trendy Jordanians aged between 13 and 30. The radio station's "Can You Beat This?" Facebook campaign is a clever and engaging campaign where fans were invited to share their pictures for a celebrity look-alike competition. 

The campaign's objectives were:

  • To create buzz around Beat FM.
  • Increase Beat FM's Facebook fans.
  • Increase listenership of fans who stream Beat.FM.
  • Increase loyalty to Beat FM.

Prodigi Corp built a custom app on Beat FM's Facebook page that allowed the radio station's Facebook fans to vote for their favourite celebrity look-alike. Two months after the initial campaign launch, Beat FM picked the top ten photos based on the highest number of votes and announced the winners at a special ceremony at City Mall. The winner took home a range of prizes, including nights to spend at 5-star hotels, gym memberships and shopping vouchers. 

The results of the campaign were that Beat FM had 125 successful entries to their competition, and increased the number of active Facebook fans on their page from 23,000 to 40,000. In addition, interactivity within the page increased dramatically, indicating that the campaign did well to engage its Facebook fans and encourage them to join the conversation on the page. 

The campaign was publicized through Facebook, Twitter and through outdoor advertising. Although more companies are beginning to use online channels for marketing, a range of techniques must be used in order to reach the widest audience possible. It is clear that using offline and online channels in conjunction is highly effective in the MENA region. 

The response to the campaign was very positive, as not only did the number of Facebook fans double, but Beat FM's page views also increased three-fold.

Can you guess who any of the celebrity look-alikes in the picture above are supposed to resemble? 

 

Spidermonkey's Ugliest Couch contest for Citifurniture 

Also shortlisted for ArabNet's Case Study Challenge was Lebanese agency, Spidermonkey. The agency's "The Ugliest Couch Contest" for furniture retailer, Citifurniture, allowed people across Lebanon to search for ugly couches and share them on the Citifurniture Facebook fan page so people could vote for them.

The people with the most votes (and hence, the "ugliest" couch!) won the chance to have Citifurniture replace their couch with a beautiful one, in addition to a range of other prizes.

The campaign met with a highly positive reaction, generating over 18,000 likes in a few weeks as well as a positive feedback. As well as Facebook, Spidermonkey also used a microsite to promote the campaign. The agency also created a viral video featuring the host of the contest, 'Sousou'. This helped to increase awareness of the campaign.

As with the case study, above, this indicates using a range of channels is highly effective to engage the online community. 

The Online Project for Royal Jordanian Airlines: the first tweet-up on a plane in the Middle East

Although the first tweet-up on a plane was organised by Bombardier in February 2010, The Online Project organised a similar blogger outreach campaign for Royal Jordanian Airlines, the first event of this kind in Jordan, as well as the rest of the Middle East. 

To raise its social media profile in the region, Royal Jordanian Airlines invited 20 of Jordan's top bloggers and influencers to meet on-board for the launch of the airline's A320 aircraft. While on board, the crew handed out gifts, Royal Jordanian pillows and other branded goods. The airline staff also demonstrated Royal Jordanian's onboard and in-flight services. 

Though aviation regulations prevented the aircraft from actually taking off, the campaign was well-received by the bloggers onboard, with 1,500 tweets generated during the event. 

It is encouraging that more companies are employing social media tools in this part of the world, and as digital continues to grow in the Middle East, more agencies will be publicising examples of their own work, increasing the number of available case studies in this region. 

If you work in digital marketing in the MENA region and are interested in submitting local case studies for the Econsultancy blog, please do get in touch

Image credits: Beat FM, via Mohamed Shawash on Prezi; Citifurniture, "The Ugliest Couch" on YouTube

Aliya Zaidi

Published 4 April, 2012 by Aliya Zaidi

Aliya Zaidi is Research Manager at Econsultancy. Follow her on Twitter or connect via LinkedIn or Google+.

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Comments (2)

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Stark

I don't leave many remarks, but i did a few searching and wound up here Middle East case studies: Beat FM wins ArabNet's best digital campaign | Econsultancy. And I do have 2 questions for you if you usually do not mind. Could it be only me or does it give the impression like some of the responses come across like they are left by brain dead people? :-P And, if you are writing at other online sites, I'd like to keep up with anything new you have to post. Could you make a list of every one of all your community pages like your twitter feed, Facebook page or linkedin profile?

over 4 years ago

Aliya Zaidi

Aliya Zaidi, - at Mrs Aliya Zaidi

Hi Stark,

I have no idea what you mean by "brain dead" people, but feel free to enlighten us or clarify with examples. You could always add to the mix by leaving insightful or useful comments, if you disapprove of other comments left here.

See below for Econsultancy's social networks:

https://www.facebook.com/Econsultancy
http://twitter.com/Econsultancy/
http://www.linkedin.com/company/econsultancy

over 4 years ago

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