WONDERFUL COMPANY

THE PROBLEM

Wonderful Pistachios and Almonds tasked Amplify to assist in their penetration of Middle Eastern markets, as a result of their inundated success in Europe and the USA. They tasked us to complete a social media strategy.

With Spain going into lockdown due to COVID-19 at the end of Q1 and start of Q2 2020, the number of YouTube video views increased by 13%, compared to 2019.  Amplify’s long-term client, The Wonderful Company, wanted to deploy YouTube Ads to increase awareness of the Wonderful Iberia brand within the Spanish regions, whilst the population are self-isolating at home and consuming more video content.

Amplify created a Gamification project for KSA and UAE Wonderful Pistachios and Almonds. The idea was to target mobile game fans, linking Wonderful Pistachios to a healthy product and collect data for retargeting.

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THE SOLUTION

SOCIAL

Amplify created a 12-month social media strategy, then delivered monthly content calendars for each social channel. We advised using unique content for each specific platform, avoiding the traditional blanket approach. Animation was used to great effect, capturing consumers attention and maximising engagement. We also created a touch application for Wonderful to use at events to encourage people to follow the brand on social media. We used a 3 x 3 strategy that aimed to educate, increase brand awareness and promote engagement.

DIGITAL MARKETING

Amplify’s aim was to use video content to reach consumers during the COVID-19 lockdown and introduce the Wonderful Iberia products as a healthy snack alternative, keeping the brand top of mind for consumers.

Based on the budget allocated, Amplify created one YouTube campaign from 5 different perspectives based on the audience personas (sports, films, technology, baking and gaming). We used Custom Affinity Audience targeting to reach people based on a holistic picture of their lifestyles, passions, and habits during the lockdown.

With no localised website, Amplify created a Spanish landing page to offer relevant, useful and original content about the brand, products and availability to purchase, promoting transparency and fostering trustworthiness. The landing page allowed us to direct YouTube traffic and increase the brand’s Ad Rank. We installed Google Tag’s to track and measure the website traffic and visitors behaviours.

GAMIFICATION

The game was developed to reward customers who purchased the Wonderful Pistachios product. The more the consumer purchased the more lives they got and a greater chance of winning prizes and topping the weekly leaderboard. The project called ‘Munch Run’ can be downloaded from Apple or Android stores. 

The game was promoted across the Wonderful Arabia Facebook, Instagram and Twitter channels. We increased awareness of the game with Google Ads across the Google Display Network.

THE RESULTS

In 2019 alone, the Wonderful Arabia Facebook page has reached over 3.5 million people. We discovered that video content is successful with Wonderful Arabia’s target audience, with over 1,100,000 people watching the brands videos on Facebook so far in 2019. Our main goal when working with brands social media platforms is not only to boost brand awareness but also ensure the content we create and promote is engaging. In 2019, over 80,000 people have liked/shared/commented on Wonderful Arabia’s social media posts – which is a big thumbs up from us! As a result of the huge success of Wonderful Arabia, Amplify has now been commissioned to manage Wonderful Iberia, Wonderful France, Wonderful Italy and Wonderful Iraq social media platforms.
Based on Wonderful’s targeting, settings, total campaign budget and bid, Amplify estimated generating 1.4M – 2.2M impressions with an average CPM of AED5.88 – AED9.18.

Over 4,000 people have played the game so far in KSA after the first week. Sales have increased as well as social engagement. The game is now rolling out to other countries. 

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