Bayara - Social Iftar

Role in the project

Concept creation | Creative direction | Copywriting | Project management

Campaign Overview

Objective

Ramadan is a vital time of the year for FMCG brands which is why there is a lot of clutter on social media. Every brand tries to make a mark and connect with its consumers.

 

The major challenge for Bayara was to cut through this noise and yet tap on one of the most important traditions of Ramadan – the iftar meal. 

Insight

The UAE is a melting pot of nationalities and communities. Each group brings unique Ramadan traditions from their home country.

 

Iftar is the one occasion that unites everyone during Ramadan.

Idea

We wanted to tap on this unity and diversity of the UAE with our idea - the Bayara Social Iftar- the region's first and only iftar buffet created by social media users.

 

How did it happen?

Stage 1

We created a stir on social media with a unique contest. We asked users to share a signature recipe (it could be an appetizer, main course, or dessert). The best and most unique entries got a chance to be a part of our social iftar.

Stage 2

For stage 2 of the campaign, we engaged with top food influencers from the UAE. They created their signature recipes using Bayara products and encouraged their followers to participate in the contest.

Stage 3

After receiving over 500 entries, we selected the 15 best recipes to showcase at our Grand Iftar buffet.

 

The world-class culinary team of The Oberoi Dubai prepared every dish on the buffet following the winning recipes.

 

A total of 75 people attended the invite-only iftar at The Oberoi Dubai.

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Results

Bayara's Social Media page fans grew by 20%, and engagement rates increased by 25% during the campaign.

 

The event also caught the eye of the media and was featured in leading publications.