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Egyptian telecommunications company WE sought to be relevant and stand out during the Ramadan period with a campaign that people could easily connect with. Using the opportunities of the platform and following the recommendations of YouTube for creatives, WE was able to reach the right audience and achieve the results of the campaign.
Objective
Increase brand awareness and engagement during Ramadan.
Platforms
YouTube
Strategies Used
Full-funnel video strategy, ABCD framework, audience targeting
Results
Exceeded 1 million views in 24 hours, surpassed 2021 Ramadan video completion rate by 204%, reached 79% of Egypt’s YouTube population.
Standing out in a crowded Ramadan advertising landscape.
Full-Funnel Approach
Utilized a combination of short and long-form video ads.
Creative Excellence
Adhered to YouTube’s ABCD framework for effective storytelling.
Audience Targeting
Leveraged YouTube’s targeting capabilities to reach the right audience.
Adopted a data-driven approach to campaign planning and execution.
Views in 24 hours
Increase in Egypt’s YouTube population.
WE effectively utilized YouTube’s channel to develop a memorable Ramadan campaign. Using interesting stories and the right ad formats, the company received high coverage and interaction, which proves the efficiency of video advertising in creating brand contacts.
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