Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
The Trade Desk, a global advertising technology firm, has announced the success of a programmatic DOOH campaign with L’Oréal in the Middle East – a first for both brands in the area.
The campaign, which intended to raise awareness of L’Oréal’s new Yves Saint Laurent Libre Intense perfume, was advertised on digital screens strategically positioned in Dubai’s trendiest locations such as DIFC Gate Village and Sheikh Zayed Road.
It is the first time in the Middle East that L’Oréal has initiated a DOOH campaign using advertising inventory purchased programmatically through The Trade Desk.
The campaign successfully reached 1.4 million individuals and had a bid win percentage of 95%. L’Oréal was able to target audience groups by geography using The Trade Desk’s platform, based on where programmatic DOOH was accessible.
Universal Media (UM), a worldwide media and advertising firm, and Matterkind, an activation intelligence business, were instrumental in making the campaign a reality.
James Patterson, VP of Client Services, EMEA, at The Trade Desk, said –
“The results of our latest campaign in MENA with L’Oréal precede an exciting shift in the world of adtech – DOOH is coming back to centre stage as the world gets back on its feet. We’re thrilled to be able to support our clients with smart, user-friendly technology.”
Patterson also added this campaign is a significant step forward for the region in terms of programmatic DOOH, and that they look forward to assisting their clients in reaping the benefits of this new channel in the near future.
Bishr Hamwi, online brand manager (YSL) at L’Oréal, said that the Gulf area is ecstatic to be able to get DOOH placements via programmatic – YSL has been monitoring its efficiency and effect for brands in the UK and US and they thought it would perform well in the Gulf as well.
He said that their team was overjoyed when YSL became the first brand in the GCC area to trial it for their hero launch, LIBRE EDP INTENSE!
Hamwi added –
“Thanks to UM and The Trade Desk, the campaign exceeded our expectations and we are looking forward to accessing more programmatic DOOH inventory available in the coming months.”
It is important to note that while this is the first campaign for a DSP in the region, it will not be the last. Why?
Because The Trade Desk intends to strengthen its relationships with local partners in order to increase the presence and reach of brands utilizing the platform in the region.
Morgane Desessard, UM media supervisor said the fast-paced test-and-learn methodology of L’Oréal Luxury division to planning and buying DOOH inventory programmatically was an intriguing potential that they wanted to explore to support their digital media advertising mix.
Deseddard also added that with the help of its sister business, Matterkind, they were able to launch their first DOOH campaign through The Trade Desk. This allowed them to take advantage of benefits such as flexibility in terms of area and time, as well as access to real-time data.
Gosia Wajchert, Head of Matterkind, part of IPG Mediabrands, commented –
“Matterkind and The Trade Desk have been working on programmatic innovations and FIRST IN MENA products for a year now and I am really pleased to see the continued results that come out of our partnership.”
Implemented in association with Broadsign Reach SSP and local publishers Backlite Media and Elevision, the campaign ran for a period of two months during Spring 2021.
TikTok Helped UNICEF Gather Funds of $200,000 for the Welfare of Children –
Key Insights:
- The global leader in short mobile videos inspired its community to raise awareness and funds for UNICEF in the latest challenge #JoyOfGiving.
- According to UNICEF analysis, 99% of children and young people under 18 are vulnerable and support disproportionately.
- The challenge was run during the holy month of Ramadan and received an overwhelming response with over 2.3 million views and achieving the donation goal of $200,000.
- TikTok hosted a number of celebrities and regional content creators in 17 thought-provoking live sessions.
- The funds will be utilized by UNICEF to deliver crucial resources and relief to children across the MENA region.
In recent times, TikTok has partnered with UNICEF MENA (the Middle East and North Africa) to help the community gather information about COVID-19 and its preventive measures.
Background
UNICEF is on frontlines worldwide with responders in this pandemic and provides them information and resources to keep children healthy and safe from sickness and violence. TikTok, a pioneer in short mobile videos with its latest challenge #JoyOfGiving is raising awareness and funds for UNICEF’s mission.
Be Smart: According to UNICEF analysis, the children and young people are vulnerable to coronavirus and urgent action can ensure that children don’t feel the impact of the COVID-19 crisis in the decades to come.
Details: The challenge #JoyOfGiving ran during Ramadan, the month of giving, invited TikTok’s community of content creators to help in the donation drive by participating in 17 thought-provoking Live sessions.
The campaign received an overwhelming response with over 2.3 million views, easily achieving the donation goal of raising $200,000. UNICEF will utilize these funds to deliver relief and resources to the children and affected communities across the MENA region.
The intrigue: TikTok hosted several celebrities and regional content creators like Yara (@yara), Balqees Fathi (@balqeesfathi), Khalid, and Salama Al Ameri (@khalidandsalama), Carmen Soliman (@carmensoliman), and Raya Abirached (@rayaofficial) for interactive sessions.
The session focused on UNICEF initiatives to provide essential supplies to children and personal experiences during COVID-19.
Image Credit: Campaign ME
UNICEF Mena hosted live sessions on its TikTok page featuring renowned musician and composer Jad Rahbani and senior nutrition advisor Vilma Taylor.
The bottom line: The #JoyOfGiving challenge is an initiative by TikTok for the MENA region to spread positivity in adverse times and raise awareness of the critical issues.
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