Almarai / السعودية / 2016الأفلام · التواصل الاجتماعي · حملات العلاقات العامة

⁨The Best Milk Cannot Be Bought⁩.

⁨In the middle of an online boycott over price rises, Saudi Arabia's biggest dairy brand ran a film telling new mothers that the best milk for their baby is the one it can't sell them: breast milk.⁩

العلامة التجارية: Almarai
الوكالة: Leo Burnett KSA
السوق: السعودية
المنطقة: السعودية
السنة: 2016

التحدي

⁨A price increase on Almarai's dairy products set off an online boycott, and the brand needed to turn a hostile conversation around.⁩

الفكرة

⁨Leo Burnett KSA made an online film about a new mother's emotions and hopes for her baby, carrying the message that the best milk for a baby cannot be bought. Launched in February 2016, it took on breastfeeding, a sensitive subject, as a national public-health message rather than a product ad.⁩

النتائج

⁨According to Arabian Marketer, the film was the world's second most-shared video within a week, with nearly 1.3 million shares.⁩
⁨The same report credits the campaign with over 45 million social views and says Almarai's Facebook page added more than 39,000 fans a day.⁩

مصدر دراسة الحالة: Arabian Marketer المصدر ↖