Question

1. Write about one of the most creative/successful social media marketing campaigns in Saudi Arabia. Give the reasons behind their success? 2. Provide an example of a social media marketing campaign in Saudi Arabia that failed. Why did the social media marketing campaign fail? And what can we learn from them?

Answer 1

Successful Campaign:

Adidas Campaign during Euro 2012 football tournament.

This campaign was successful since it was launched during the Euro 2012 and was accurately target to the youth of the middle east. Adidas launched its most innovative boots ever during this campaign and social media campaign was carried our through various social mediums.

this campaign helped adidas successfully promote its most innovative boots and helped create a wave of adidas ride during the tournament of euro 2012.

Failed Campaign:

Etisalat Challenge of a big telecom company in UAE was seen as a disaster.

The campaign actually backfired on Etisalat and was forced to take down. Many famous international celebrities were invited for the challenge which caused an unrest among the social media and suddenly the campaign backfired with users commenting on the use of international starts and reporting the issues they faced during their usage of Etisalat.

The major reason for backfiring of the campaign was the failure of Etisalat to focus on the needs of the customers and publishing the campaign which may not influence their customers to do more business with Etisalat.