Every mom seeks to provide a wholesome meal for her children, more so one that is nutritious and delicious.
Puck, a brand known and favoured in the region for its distinctive cream cheese variants, identified the daily challenge moms face in providing their kids with a nutritious and wholesome breakfast, which is also easy for them to prepare in the morning rush.
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During the Covid-19 pandemic, Arab mothers found themselves juggling more responsibilities and taking on more roles within their households (homeschooling, and keeping kids entertained). With less time on their hands, moms actively sought out fun and easy recipes which the whole family could enjoy.
The solution was for Puck to own the breakfast space and provide readers with quick, and healthy recipes, which resulted in greater relevance and made the campaign resonate with their target audience.
Puck partnered with Mawdoo3 (The Largest Arabic online encyclopedia) and Nawa3em (An online platform dedicated to the Arab woman’s passion and interests) to help mothers overcome their daily challenges and provide a helping hand.
DMS created a series of tailored native articles that focused on innovative breakfast recipes utilizing Puck, along with practical tips for mothers on how to prepare quick and easy breakfast recipes without losing their personal touch.
Puck understood the benefits of using a brand-safe publisher-led approach, which gave them a trusted editorial voice, content diversity and the ability to target contextually, which resulted in greater relevancy and made the campaign resonate with their target audience.
The Results – Per Publisher
Mawdoo3:
- 6 articles generated 60,278 page views (agreed KPIs 30,000 PV)
- 7’35” Average time spent on the article pages (Mawdoo3 benchmark 5’)
- 2,323 social interactions on Mawdoo3’s Facebook and Instagram
Nawa3em:
- 6 articles achieved 18,827 page views (agreed KPIs 9,275 PV)
- 2’03” average time spent on the article pages (Nawa3em benchmark 1’)
- 3,363 social media interactions on Nawa3em’s Facebook and Instagram
Overall results across both publishers
- 12 tailored native articles
- 80,000 Page Views in the GCC
- 4’49” Average Time Spent
- 5,600+ Social Media Interactions on Facebook & Instagram
So, as a take-away, partnering with the right platform improves results. Readers interact and show interest with content that answers their needs and resonates with them.
Suzy Fahim
Senior Category Manager, MENA, Arla Foods amba
“Due to COVID-19 restrictions, mom had to embrace the role of teacher, entertainer, cook, cleaner, confidant, friend, counsellor… many of which were in addition to her ongoing responsibilities. Puck, a brand that strives on being mom’s ally, took a proactive approach by providing her with a bouquet of convenient meal recipes, motivational and educational resources for her and her family. The material focused on nutrition but also general inspiration to help mom get through these difficult times”
Christelle AbouAnny
Product Manager, Native Advertising, DMS
“Our aim was to help Puck cut through the digital noise through contextually relevant content that forms part of the target audience’s longer-term recall and favorability. Accordingly, powered by industry insights and leveraging the unique tone of voice of our premium publishers, we created magnetic content that proved to be highly relevant – making readers feel as if it was specifically written for them. The results speak volumes, as we exceeded all the predetermined KPIs and industry benchmarks.
Georges El Hani
Industry Senior Manager – FMCG, DMS
‘’Context is key, making the mental connection is our most crucial learning tool. Our Core strategy when planning for this project was to understand users’ online journey, consumption trends and based on that create content that answered this trend from one end while targeting efficiently users that are in the right reading mindset and context’’.
