Twitter / MENASocial · Digital & Tech
#FeminineArabic.
Twitter added a Feminine Arabic language setting, so women using the platform in Arabic are addressed in the feminine form instead of the default masculine.
- Brand
- Agency
- VMLY&R Commerce Dubai
- Market
- MENA
- Region
- MENA
The challenge
Twitter estimated that nearly 60% of its MENA users are women, yet Arabic interfaces and brands addressed them in the masculine. It also wanted to deepen ties with regional brand partners.
The idea
With VMLY&R Commerce, Twitter built a one-switch Feminine Arabic setting, first on desktop and then mobile, after months of development with its global teams. The #FeminineArabic launch campaign invited brands to address women correctly, backed by inclusivity workshops and debates with regional brands. Hill+Knowlton Strategies also worked on the launch.
Results
- According to the agency's case study, the campaign drew 20K+ mentions and 18M impressions worldwide.
- VML's case study says 140+ regional brands pledged to join and the campaign trended in Saudi Arabia, Egypt and the UAE.
- LBB's write-up reports brand partnerships with Twitter rose 23% during the campaign.
Case study source: LBB Online Source ↗
Awards
- Cannes Lions 2022Social & Influencer – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYSilver
Credits
- Creative agency
- VMLY&R Commerce Dubai
- PR
- Hill+Knowlton Strategies
