by Hagar Mahmoud, Account Director at Socialeyez
The world of social media management and digital content creation is hugely competitive and ever-evolving, and building positive customer relationships is fundamental to business success.
The role of the Account Manager – with all its associated challenges and responsibilities – is critical here, with the focus being on not just maintaining loyalty but identifying client goals and translating these into strategic content that helps grow their businesses, widens opportunities, and talks to consumers in relevant, rewarding ways.
The Account Manager is often tasked with doing this for multiple accounts at the same time, meaning that solid management know-how is a prerequisite for ensuring efficient workflow and delivering noteworthy results.
Here is what it took to oversee the highly prestigious 'Reimagine Energy' campaign for ENOC Group (the official integrated energy partner of Expo 2020 Dubai) at the World’s Greatest Show.
Responding to the brief
As always with an account like this, our first step was to identify client goals, values, and visions of success for the campaign. We then considered our audience in detail, identifying how Expo attendees were eager to learn, connect, feel, and immerse themselves in the multisensory, state-of-the-art 'Reimagine Energy' pavilion experience. Based on these insights, we devised a unique, multi-faceted and highly detailed strategic approach that we felt would best meet – and ideally exceed – expectations.
Key to doing so was assembling a team of specialists with proven expertise and the ability to produce high-quality content on a large scale and at pace. The results speak for themselves: over a six-month period, we created 30 reels and seven longer-form videos that showcased the true potential of ENOC's 'Reimagine Energy' platform.
Executing our strategy
In a highly saturated, digital-first world, we know that traditional one-way marketing tactics no longer deliver the best results. Consumers value authenticity more than ever before and, instead of being talked at, they want to feel part of the evolving conversation.
For that reason, smart storytelling is a crucial marketing tool, allowing brands to directly engage with their target audience and form lasting relationships. With that in mind, we prioritized producing captivating, easy-to-digest content that cut through the jargon and directly appealed to consumers by developing an emotional narrative around ENOC's 'Reimagine Energy' experience. In doing so, we deliberately highlighted just how pivotal a role energy plays in our everyday lives, from fuelling vehicles to generating electricity and allowing us to communicate and connect with each other.
When it comes to delivering attention-grabbing digital content in 2022, influencer marketing is one of the most efficient ways to do so. For this campaign, we leveraged our relationships with relevant, authentic influencers and content creators – both macro and micro, global and regional – who had a proven track record for success. An excellent example of this is our collaboration with Karen Wazen, a Dubai-based Lebanese digital influencer who worked closely with our video production team to bring together a consolidated marketing plan that ultimately surpassed expectations.
With our creative collateral and strategy in place, the campaign was implemented in carefully considered phases, beginning with a teaser intended to pique interest and build anticipation around the ‘Reimagine Energy’ journey and quickly followed by a ticketing drive encouraging people to “join the making of a new world.” Well-timed revelations around the innovatively designed Service Station of the Future and a collaboration with the much-loved Emirati-Yemeni music star Balqees Fathi on the UAE 50th National Day Song kept the momentum going in impressive fashion and our work with the likes of calligraphy artists Wissam Shawkat and Elseed, TV host and producer Diala Ali, Ahmed Al Abdullah, and Ahmed Al Mestirih ensured that content remained exciting, engaging, and interesting for the duration of the project and beyond.
Challenges faced and how we overcame them
Any large-scale campaign such as this one naturally presents certain challenges and with Expo 2020 being the first UAE-hosted major global event post-pandemic, this was truer than ever.
From managing a large group working remotely from locations around the world (often with different time zones) to producing premium content at speed, ensuring that clear communication lines were established at all times and all deadlines were met, the Socialeyez team truly thrived, showcasing the agency’s ability to turning potential obstacles into opportunities.
As well as being a hugely rewarding experience for all involved, the 'Reimagine Energy' campaign garnered impressive qualitative and quantitative results. It not only played a highly effective role in ‘Connecting Minds’ and ‘Creating the Future’ at Expo 2020 itself, but reached 90 million users around the world and recorded 20.6 million social media engagements.
The entire Socialeyez agency now looks forward to further success and achievements powered by innovation and teamwork.