Welcome to the third issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the Middle East and North Africa. In this issue, we will cover the following topics:
- This week’s brain teaser: a riddle to challenge your creativity and logic
- Term of the day: influencer marketing
- Three articles that showcase how influencer marketing is used in different marketing campaigns in the MENA region
- Three job opportunities for marketing managers and directors in the MENA region
This week’s brain teaser!
Can you solve this riddle?
I am a word that begins with I. I have nine letters and four syllables. I am related to marketing, but I am not a strategy or a tactic. I can be used to connect with and influence potential and existing customers through people and organizations who have a high level of knowledge or social influence in their field. What word am I?
Think hard and try to figure it out. The answer will be revealed at the end of this newsletter.
Term of the day: Influencer Marketing
Influencer marketing is a strategy that involves endorsements and product placements from influencers, people and organizations who have a high level of knowledge or social influence in their field. Influencer marketing can help marketers reach and persuade a large and engaged audience that trusts and follows the influencers’ opinions and recommendations. Influencer marketing can also help marketers create authentic and relatable content that showcases their products or services.
Influencer marketing is becoming more popular and effective in the MENA region, as consumers are increasingly relying on social media platforms such as Instagram, YouTube, TikTok and Snapchat to discover new products, services and brands. According to a report by YouGov, 85% of consumers in the MENA region follow influencers on social media, and 71% of consumers trust influencers’ recommendations more than traditional advertisements.
Influencer marketing can help marketers achieve various goals, such as increasing brand awareness, engagement, loyalty and conversions. Influencer marketing can also help marketers gain insights into their customers’ behavior, preferences and feedback.
However, influencer marketing is not without challenges and risks. Marketers need to have a clear vision, strategy and goals for their influencer campaigns, as well as the skills and resources to execute them effectively. Marketers also need to find and partner with the right influencers who match their brand identity, values and objectives. Marketers also need to ensure that their influencer campaigns are transparent, ethical and compliant with the laws and regulations of their markets.
To learn more about influencer marketing and how it is used in different marketing campaigns in the MENA region, check out the following articles:
Article 1: How Zomato used influencer marketing to promote its food delivery service in MENA
Zomato is one of the leading online food delivery platforms in the MENA region, operating in 10 countries and serving over 5 million customers. Zomato offers a wide range of cuisines, restaurants and offers to its customers.
To promote its food delivery service in the MENA region, Zomato used influencer marketing to create a fun and engaging campaign that involved local celebrities, influencers and customers. The campaign consisted of three steps:
- Step 1: Zomato invited local celebrities such as singers, actors and comedians to order food from Zomato and share their experience on social media using the hashtag #ZomatoStar. The celebrities also challenged other celebrities and influencers to do the same.
- Step 2: Zomato invited local influencers such as bloggers, vloggers and content creators to order food from Zomato and share their experience on social media using the hashtag #ZomatoStar. The influencers also challenged other influencers and customers to do the same.
- Step 3: Zomato invited its customers to order food from Zomato and share their experience on social media using the hashtag #ZomatoStar. The customers also had a chance to win prizes such as vouchers, discounts and free meals from Zomato.
The campaign was a success, as Zomato generated over 10 million impressions, 1 million engagements and 100,000 orders from its influencer campaign. Zomato also increased its brand awareness, loyalty and conversions.
The campaign showed how Zomato used influencer marketing to create a viral and interactive campaign that involved local celebrities, influencers and customers. Zomato also used influencer marketing to showcase its food delivery service and offers and encourage its customers to order from its platform.
Article 2: How Sephora used influencer marketing to launch its online store in MENA
Sephora is one of the world’s largest beauty retailers, offering a wide range of products such as makeup, skincare, fragrance and haircare. Sephora has over 100 stores in the MENA region, and in 2016, it launched its online store in the region.
To launch its online store in the MENA region, Sephora used influencer marketing to create a buzz and excitement among its target audience of beauty lovers, especially women and millennials. The campaign consisted of two phases:
- Phase 1: Sephora partnered with local influencers such as Huda Kattan, Noha Nabil and Fouz Al Fahad to create and share teaser videos on social media that hinted at the launch of something big and new from Sephora. The videos also directed the viewers to sign up on Sephora’s website to get early access to the online store.
- Phase 2: Sephora partnered with local influencers such as Dalal Al Doub, Maya Ahmad and Sondos Al Qattan to create and share reveal videos on social media that announced the launch of Sephora’s online store in the MENA region. The videos also showcased Sephora’s products, offers and features, such as free delivery, samples and loyalty program.
The campaign was a success, as Sephora generated over 15 million impressions, 2 million engagements and 500,000 sign-ups from its influencer campaign. Sephora also increased its online sales, traffic and conversions.
The campaign demonstrated how Sephora used influencer marketing to create a hype and anticipation for its online store launch in the MENA region. Sephora also used influencer marketing to reach and influence its target audience of beauty lovers and position itself as a leading online beauty destination in the region.
Article 3: How Emirates used influencer marketing to increase brand awareness and loyalty in MENA
Emirates is one of the world’s largest airlines, operating in over 150 destinations and serving over 50 million passengers. Emirates is known for its high-quality service, comfort and innovation.
To increase its brand awareness and loyalty in the MENA region, Emirates used influencer marketing to create a compelling and inspiring campaign that involved global influencers, celebrities and customers. The campaign consisted of three components:
- Component 1: Emirates partnered with global influencers such as Casey Neistat, Chiara Ferragni and Jerome Jarre to create and share videos on social media that showcased their experience flying with Emirates. The videos highlighted Emirates’ features and benefits, such as the first-class suite, the onboard lounge, the entertainment system and the cuisine.
- Component 2: Emirates partnered with global celebrities such as Jennifer Aniston, Cristiano Ronaldo and Pelé to create and share videos on social media that promoted Emirates’ brand values, such as excellence, diversity and passion. The videos also featured Emirates’ slogan “Fly Better” and invited the viewers to fly with Emirates.
- Component 3: Emirates invited its customers to create and share videos on social media that expressed their love for Emirates using the hashtag #ILoveEmirates. The customers also had a chance to win prizes such as free flights, upgrades and vouchers from Emirates.
The campaign was a success, as Emirates generated over 100 million impressions, 10 million engagements and 1 million user-generated videos from its influencer campaign. Emirates also increased its brand awareness, loyalty and advocacy in the MENA region.
The campaign illustrated how Emirates used influencer marketing to create a captivating and aspirational campaign that involved global influencers, celebrities and customers. Emirates also used influencer marketing to showcase its service, comfort and innovation and encourage its customers to fly better with Emirates.
Answer to the riddle
Did you figure out the answer to the riddle? Here it is:
I am a word that begins with I. I have nine letters and four syllables. I am related to marketing, but I am not a strategy or a tactic. I can be used to connect with and influence potential and existing customers through people and organizations who have a high level of knowledge or social influence in their field. What word am I?
The answer is influencer.
An influencer is a person or an organization who has a high level of knowledge or social influence in their field. An influencer can help marketers connect with and influence potential and existing customers through endorsements and product placements.
Did you get it right? Congratulations if you did! If not, don’t worry, there will be more riddles to challenge you in the next issues.
This concludes the third issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the MENA region. We hope you enjoyed reading it and found it useful for your marketing endeavours.
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Thank you for reading and stay tuned for our next issue! 😊