Youth Marketing

Create With Galaxy

Samsung was lacking in brand affinity with the youth; our one sided ads weren't cutting through. So instead of speaking at them, we invited them to co-create a campaign together. We created an original song that acted as a rally cry to all the creators. The song became a streaming hit. People heard us and actively participated, creating over 4500 pieces of unique content. Most importantly, purchase intent grew by 41% and market share increased by 7.87%, with Samsung surpassing its biggest competitor, Apple.

Brand: Galaxy Devices
Client: Samsung Gulf Electronics
Agency: Cheil MEA
Language: English

The Moshaya Family Animation

Juices category which was already losing relevance among kids further felt the heat as COVID19 crisis resulted in closure of schools and restrictions on movement for both adults and children meant that many families face enormous challenges as they try to navigate new ways of living together with limited avenues of entertainment. We collaborated with Moshaya Family, ranked as the biggest family content creator on YouTube in MENA to co-create their first ever-animated series which resulted in a gain of 3.2 pp of volume share.

Brand: Almarai Long-Life Juices
Client: Almarai Company
Agency: Spark Foundry (KSA)
Language: English

Beyond the Label – Belle Helpbot

Brand: National Council of Social Service
Client: National Council of Social Service
Agency: McCann Worldgroup Singapore / AiChat
Language: English