Launching during Eid created a new set of challenges with many partners and influencers travelling for the holiday weekend. Shortlisting viable influencers for the campaign required extensive research and deliberation but after a proactive search, we were able to secure six strong profiles with creators able to develop strong creative content for the launch, driving the store’s key messages whilst tagging @nike and using the hashtag #NikeRiseDoha and location sticker ‘Doha Festival City‘. Content was posted across Instagram and TikTok reaching an aggregated reach of 937,000 and 175,000 unique users with an average engagement rate of 12.8% on Instagram and 2.4% on TikTok.
For Digital, programmatic push notifications were launched around surrounding areas of the store location, targeting local audiences and driving them to the pin location through Google Maps. Creatives were kept simple with a clear call-to-action, generating well above the average CTR industry benchmark and over 11,000 clicks. To also encourage footfall, we partnered with Waze to deploy cross-format campaigns including Pins, Promoted Search, Arrows and Brand Takeovers, exceeding benchmarks by 84% and delivering 1.9k navigations to the store.
To maximise brand reach, we also partnered with Time Out Doha to activate across their digital channels throughout July 2022. Media delivery included an online published article with an average dwell time of 2.39 minutes, social posts with over 15,000 engagements, e-blast to 10,000 subscribers, and display banners achieving over 40,000 impressions. The editorial team was also present on launch day to capture content that was posted live and reserved for later in the month. The campaign was a huge success, generating Time Out Doha’s most successful campaign of the last quarter.