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Alicafe Arabia’s foray into the densely crowded instant and ready-to-drink coffee market with its all-new product needed to be bold and imaginative.

  • Client Alicafe
  • Location UAE
  • Service Creative DesignDigital MarketingStrategy Consulting

Challange

Alicafe Arabia’s foray into the densely crowded instant and ready-to-drink coffee market with its all-new product needed to be bold and imaginative. We successfully launched the French Roast Iced Coffee Sachets through carefully selected digital channels with a strategic campaign backed by creative visuals, videos, and animations.

Objectives

The primary objective was to enhance awareness and reach for brand and product amongst carefully selected target audiences in Saudi Arabia, United Arab Emirates and Qatar by inspiring curiosity and the urge amongst consumers to know more and try the product.

Idea

We developed campaign materials that served multiple purposes as listed out below in order of importance.

  • Ensure instant identification of product with Alicafe as the brand
  • Encourage and generate interest amongst consumers to inform themselves more on the product
  • Drive consumers to purchase the product

Our creatives centered around individuals and scenarios that were easily identifiable amongst an audience that comprised predominantly young males and females.

We also set KPIs to judge the effectiveness of the campaign based on industry benchmarks, with our aim being to exceed estimated impressions through daily monitoring and finetuning.

Impact

Upon conclusion of the campaign, we exceeded our primary objective by 2.9 times i.e. our static visuals and video assets achieved impressions totaling 29 million across four channels.

We achieved an average View Through Rate (VTR) for video assets of 29.5% on YouTube, almost double the industry average of 15%.