My Ras Al Khaimah
RAKBANK | UM Dubai | Kiyany Media
My Ras Al Khaimah
Goals:
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Improve brand perception by 10%
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Raise quality perception by 20%
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Improve brand reputation and trust by 15%
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Generate buzz & talkability around Ras Al Khaimah through video views and shares on social media.
Approach:
We wanted to capture the altruistic nature of its people and Ras Al Khaimah’s rich heritage and history in a memorable documentary format.
But finding these ‘real’ people wasn’t easy. We went to the streets of RAK, met and interviewed people and finally discovered 3 cultural connoisseurs. A chef, Anwar Shamsuddin, who’s invented a hybrid Emirati-Indian cuisine and served generations. A musician, Mohammed Al Yakoobi, who still owns a cassette shop in an era of digital music. An arts curator, Najeeb Al Shamsi, who’s turned his home into a photo museum.
Our short documentary on them was inspired by the Emirate’s ubiquitous rustic texture and look and feel. Additionally, we created 3 smaller ‘snackable’ content pieces that were populated on major social platforms. To elevate the user experience, we created immersive 360 content to give people a taste of the Emirate’s picturesque landscape.
As the content became popular, we took it beyond social into the offline space. We struck a deal with a local cinema chain to air the content for the movie-going audience.
Results:
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On Facebook and Instagram
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Over 1.4 million video views overall
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Achieved 1.31 million+ video views
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10,881 engagements on the posts
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Achieved 1,434 shares on the 4 videos
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On Youtube
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Over 97K views
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Views delivered at 25% lower Cost per view over benchmarks
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Average view-through rate was also 27% above benchmarks.
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General Results:
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Buzz : +15%
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Bank Impression: +18%
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Quality perception of the bank: +35%
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Reputation: +26%
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Recommendation: +38%
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