Nexworld , Office of IT consulting , launches its new recruitment campaign... The real hero of these print advertising is the consultant. " We thought , said Marc Muller, what defines a hero in every story and we found that the same narrative invariants are found in the course of a business . The story of a hero is a journey that transforms the character. It's a classic story that can be found around the world . "...
Women’s abuse is a real taboo subject in Saudi Arabia, and is constantly brushed under the carpet. There are no concrete figures as to how many women are abused in the Kingdom as no studies have ever been allowed, but many put the numbers at 92% of married women are abused, mainly by their husbands. This rang true closer to home, when a member of the agency confirmed this had happened to someone close to them which concerned us and wanted to help. So how do we create awareness, change and cut-through in a country that is very conservative and culturally sensitive, and give women the protection they need, as there is no current law to protect them.
We initiated a proactive campaign that was both controversial, but also paid homage to the culture that exists in Saudi Arabia. A campaign that could only have come from the Kingdom, was a first and herald as groundbreaking.. We approached the King Khalid Foundation, a non profit organisation in KSA who gave their total backing to the campaign.
In just seven months our fan base grew by 75%, culminating with a total of 61,255 member gained overall. 545 participants engaged with the “Dove Friends App,” and the buzz around it boosted our fan base by an astoWithin 2 days of the first insertion it went viral globally across social channels, with many of the international news channels immediately picking it up. CNN and Reuters conducted interviews with HRH and the Riyadh office.
Until July it was the most shared ad globally with over 8 million media impressions. On the 26th August 2013, Saudi Arabia passed a new law protecting women against domestic abuse that is punishable by law. Again international news channels have picked it up, citing the campaign as one one the key drivers.
Advertising Agency: Cheil, India Creative Directors: Elvis Sequeira, Vedobroto Roy, Ayon Sarkar Art Director: Niharika Copywriter: Elvis Sequeira, Vedobroto Roy Photographer: Mukul Raut Digital Retouch: Rajesh Bishwas Published: April 2011
For The Guardian News' launch in the US, we created a series of two-sided posters on hot topic American issues. People are encouraged to Instagram the orientation they believe in and hashtag #VoiceYourView. These were put up all over New York, Chicago and on mobile billboards in LA and San Francisco. A microsite aggregated all the votes and collected even more online votes. We worked with the brilliant Noma Bar to create these awesome graphic images. - Devon Hong
Photo report's insight:
Advertising Agency: BBH New York, USA Chief Creative Officer: John Patroulis Creative Director: Caprice Yu Art Director: Devon Hong Copywriter: Matt Clark Art Buyer: Deb Spokony Print Production: Lauren Fertitta Head of Strategy: Sarah Watson Strategy Director: Colleen Leddy Strategists: Sam Jesse, Angela Sun Account Director: Rossa Hsieh Account Coordinator: Marshall Kerns Mechanical Artist: John Connolly
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