How to captivate your audience with social media

Despite high censorship the UAE has a very active social media user base. It tops the Arab states in e-readiness and the number of Facebook users. In our post earlier in the month looking at social media in the Arab states we found out that the total number of Facebook users in the Arab world stands at over 45 million (at the end of June), up from 37 million in Jan 2012. The total estimated number of Twitter users there exceeds two million.

So with such a captive audience marketers in the UAE need to be creative and make their communications stand out from the crowd. Here is a project we worked on recently for Close Up Arabia – we developed a rather cool Facebook app that has been going down a storm with their fan base.

Close Up

The Brief

Close Up is the original youth oral care brand of Unilever Arabia and Middle East. It is one of the first brands targeting youth in the oral care market globally, with an edgy and youthful image, which stays relevant and up to date.

Close Up has always endeavored to offer its consumers a platform to come closer and exhibit their own individual ‘fresh’ expression.

Music has always been at the heart of Close Up communication. It’s something that connects people across age-groups, sex, nationalities, cultures and has no boundaries … which links up very well with Close Up’s brand tonality.

Thus creating the Fresh Tunes Music Mixer app was a logical extension of our strategy, allowing the youth to create their own music track, without having any musical ability.

In the Digital world an idea is as good as its execution, Close Up turned to their agency Lowe Mena who partnered with Dreamtek Abu Dhabi to develop an app (FB & ios) that would enable them to take their brand engagement to distinctly higher levels amongst the target group.

The Response

Dreamtek responded to the brief by firstly gaining an understanding of what the client wanted to achieve and then we provided a storyboard of the project – to show the client potential designs and ideas to help them see the project come to life. The key elements of the project were to create:

Key Elements

The challenge was to create something that would stand out from the crowd and get Close and engage their young fan base. Our in house developers got straight to the task and we developed the DJ mixing desk App for iPad and Facebook. Usability and a stylish UX design were at the forefront of our minds so that the user experience was very high and people would engage and share the app.

Lowe MENA rolled out a launch campaign in Dubai covering billboard and bus advertising as well as on the ground activation campaigns in shopping malls.

Lowe MENA’s Interactive and Engagement Director Tej Desai said
“At Lowe MENA, we believe the brand is the experience. And while there will forever be a role for broadcast media, although soon that too will be 100% interactive. Experience requires engagement and engagement often requires technology … and thus we set out to offer our audience an experience they want to engage with over and over again, such as this Close Up Fresh Tunes app.

At the same time, consumers don’t think about whether this content or entertainment is analog, digital, mobile or physical… they just consume it. And thus we created on-ground activations to bring alive this engagement for our audience in their own space, in Malls, Universities across UAE.”

The Facebook app has been a huge success so far, gaining 40,000 likes the first day after being launched and is continuing to gain momentum with fans. The biggest advantage of utilizing a social media channel for the campaign is to get direct conversion rate of the audience. 100.000 people liking the page mean that every 10th Facebook user in Dubai knows the ‘Close Up Arabia’ page (considering 1 million people out of 1.8 million citizens are active on Facebook).

The app is so easy to use with a drag and drop functionality to blend melodies, effects and beats to create a DJ mix of your own, then record it and playback before submitting it to the Closeup competition entry and share with fellow Facebook users.

If you want to have a go yourself visit the Facebook and get mixing! and if you want a piece of the action then get in touch with us at to discuss how we can help you transform your digital communications.

Close Up

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About Neeley Casserly, Dreamtek.

Group Marketing Director Dreamtek UK & UAE and The Virtual Forge Connect with Neeley and Dreamtek on Google+

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