From melodramatic moms, to our obsession with plastic wrap, we encouraged people to #GiveThemAMentos when others don’t make sense. Inspired by this collective insight, we created a highly entertaining platform for Arab youth on Social Media, generating hilarious Facebook Memes and Tweets in both Arabic and English, inspired by everyday situations in our culture that could really use some fresh thinking. With thousands of New Facebook fans joining Mentos Arabia, it was clear that our audience found our content refreshing too. A significant growth in engagement levels compared to previous content.Īnd 8 weeks later, over 3.7 million unique people were reached with over 4.7 million social media impressions. In the first 2 weeks alone, Facebook Post likes on Mentos Arabia increased by 344%.įacebook Post Shares also jumped by a refreshing 938%. In the first days of our launch, #GiveThemAMentos was proving to be a success with our Memes and Tweets circulating the blogosphere and social media. With a social media campaign, we needed to enhance their presence on Facebook and Twitter by connecting with their fans and followers in an innovative and fresh way. Mentos needed to increase brand consideration and engagement among Arab youth in the Middle East.
We launched our campaign with a TV ad, drawing viewers to visit our campaign hashtag.Īnd with the help of Twitter – we even sent out packs of Mentos to those in serious need of fresh thinking, not only giving people a Mentos digitally, but in reality too. From melodramatic moms to our obsession with plastic, we encouraged people to #GiveThemAMentos when others don’t make sense. So we created an entertainment platform for Arab youth on Social Media, generating hilarious Facebook Memes and Tweets in Arabic and English, inspired by everyday situations in our culture that could really use fresh thinking. With social media as a massive channel of expression in the region among teens, and Memes trending among Arab youth, it was the perfect way for a refreshing brand like Mentos to tap into its youthful audience.
This unique insight inspired our campaign, where it is during these moments that Mentos is the ‘fresh thinking’ needed when people around us don’t make sense.
Call them idiosyncratic or plain bizarre we’ve all partaken in these behaviors. With this in mind, we discovered something that fit the brand perfectly.Īs Arabs, we often find ourselves doing things that don’t make sense, yet we do them anyway as part of culture. We also needed to increase brand engagement with Arab youth in a more relevant way. Mentos wanted to adapt their ‘fresh thinking’ global platform to produce their first-ever campaign for the region.