Twitter / الشرق الأوسط وشمال أفريقياالتواصل الاجتماعي · الرقمي والتقنية

⁨#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.⁩

العلامة التجارية: Twitter
الوكالة: VMLY&R Commerce Dubai
السوق: الشرق الأوسط وشمال أفريقيا
المنطقة: الشرق الأوسط وشمال أفريقيا

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

⁨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.⁩

مصدر دراسة الحالة: LBB Online المصدر ↖