We wanted to create product awareness with emotional content that would glorify the role of the housewife and reach Saudi women with a low budget. This was a challenge as during Ramadan, with all FMCG brands vying for her attention, the cost of reaching the Saudi woman is at its highest.
5 Million views in 2 weeks.
10% Sales increase for ramadan 2015.
Our content highlighted the roles of a housewife/mom and the little things that she does with “her hands” that makes every day a better day. But the content was only targeted at men, who then (as expected) shared the content with their wives and mothers via social channels.This allowed us to reach women organically - earning thousands of dollars in PR value – while spending less.We also highlighted towards the end of the video thatRamadan would not taste the same without her. The idea was to motivate men to appreciate this & tell their wives“Bless Your Hands”.