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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Froneri’s Karim Samaha: Entries, Effectiveness & Effies

Effie Mena Awards

Froneri’s Karim Samaha: Entries, Effectiveness & Effies

Karim Samaha, country marketing manager at Froneri Ice Cream Egypt, and MENA Effie Awards 2018 jury member shares his tips for case studies and talks about the importance of the MENA Effie Awards and what it represents: marketing effectiveness.

3 must-haves in a winning Effie case study:

  1. Clear and measurable objectives.
  2. The relation between the results and objectives, and the case to be more of causality and less of correlation.
  3. The impact – if not sizable, then at least, scalable or sustainable.

3 mistakes to avoid in an Effie case study:

  1. Evaluating a case study on a single snapshot in time but rather look at the longer/sustainable effect of the campaign.
  2. Using or evaluating vague or irrelevant metrics that do not point out to the actual value being created.
  3. Overcrowding the case with variables without any explanation of which variable is assumed to have the desired impact on the outcome such as, launching a viral campaign with giveaways and a price reduction.

Why are the Effies important for the industry? 

The MENA Effie Awards ensure that top business managers are rewarded for value creation and not only for creativity, which is a perfect vehicle if it takes you to the right destination.

What is ‘marketing effectiveness’ to you? 

Delivering maximum value to the consumer, and this includes efficient spending across the value chain to ensure that the consumer/shopper/customer is receiving the full value of the product and service and not paying for any of the marketeers inefficiencies.

An example of a campaign that truly celebrates marketing effectiveness?

Qahwet Al Taleb Al Masry “The Egyptian Students’ Coffee” from Nescafé Egypt. In the first phase, the brand changed the packaging to make it more relatable to university students’ real tensions based on strong insights and made effective investments, which created awareness – especially in a tea-drinking country. In the second phase, Nescafé spent in Ramadan during the prime time, which was rewarded with exceptional distribution and sales.

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