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Hide & Seek Facebook Campagin

Client: HyperPanda
Sector: FMCG
Responsibility: Concept Development | Social Media Strategy 
Collaborators: Graphic Designers, Social Media Manager
Market: UAE
Collateral: Facebook cover photo, recruitment ad, posts
Language: Bilingual (English and Arabic)

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Brief

The client aimed to boost their Facebook fan base by adding 10,000 new fans. As one of the UAE's leading hypermarkets, with only 2,000 Facebook fans, they sought a standout campaign to amplify their social media presence and engagement. This initiative occurred during a time when Facebook dominated as the primary social media platform in the UAE.

Role

Led the strategic direction and execution of the campaign, focusing on social media platforms, especially HyperPanda. Utilised my deep knowledge of the customer base to drive engagement and participation. Additionally, I served as the lead for the bi-monthly leaflet featuring exclusive offers, leveraging my firsthand insights from store visits to inform the strategy and branding of the offer. This hands-on involvement ensured that every aspect of the campaign resonated with the HyperPanda audience, fostering a deeper connection and driving impactful results.

Creative Process

  1. Deep Customer Insight: Conducted thorough desk research to understand the HyperPanda audience's desires, particularly their affinity for deals and discounts.

  2. Concept Development: Crafted a unique campaign concept, leveraging the metaphor of an hourglass to create intrigue and engagement.

  3. Collaborative Innovation: Partnered with LiveMena to develop a dynamic fans timer feature, enhancing the campaign's interactive elements and visual appeal.

Campagin Mechanics

The Facebook cover photo initially featured the HyperPanda logo, gradually revealing an enticing offer with each milestone reached:

  1. 1,000 likes: Apples in the cover photo drop to reveal the Samsung logo.

  2. 5,000 likes: More apples fall, partially uncovering the Samsung TV.

  3. 10,000 likes: Remaining apples descend, fully revealing the TV and its discounted price.

  4. 12,000 likes: The new price is disclosed, followed by terms and conditions to redeem the offer.

Outcomes

The campaign successfully reached its goal of adding 10,000 new Facebook fans, significantly expanding the client's social media presence and engagement. Furthermore, it generated buzz and excitement among the audience, driving interest in HyperPanda's offerings.

Takeaways

  • Leveraging creative storytelling and interactive elements can captivate and engage audiences effectively.

  • Understanding audience desires and preferences is essential for crafting compelling campaigns.

  • Collaborative partnerships can enhance campaign innovation and execution, leading to impactful results.

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