She Knows Best.
A rap in the Saudi Najdi dialect for Treva that celebrates homemakers as the household's economists, the ones who know best.
- Brand
- Treva
- Agency
- LPS
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
LPS says Treva, 'a loved domestic brand in Saudi Arabia', wanted to reach its consumers, discerning homemakers, in a modern tone they would relate to, and that homemakers in the Kingdom 'are difficult to reach, let alone engage.'
The idea
LPS built the film on the insight that homemakers act as home economists, making economical choices when they shop, and celebrated that with a rap; with freestyle rap catching on in the Kingdom, the case film says, the agency composed a song in their honour. In the Saudi Najdi dialect, the film follows a mother, her son and the family through situations in which she proves she knows best, which is why she picks Treva for her recipes (Ads of the World), and it ends on the line 'She Knows Best!'. Youssef Gallab directed and wrote the song, and Omar Qany produced the music.
Results
- Sales up 138%, according to LPS's case page and its SMARTIES case film, neither of which gives a period
- 13 million views, a reach of 11.2 million, 28.5 million impressions and a 12.7% click-through rate, according to the case film
Case study source: LPS Source ↗
Awards
- MMA Smarties KSA 2025KSA - Short or Long Form VideoGold
Credits
- Director and songwriter
- Youssef Gallab
- Music producer
- Omar Qany
