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On the 17th of June 2022, Dubai-based Hanging Gardens Agency was awarded a bronze for its creative content output for the #NationsFarm Foundation campaign, which was featured across Al Rawabi’s social media channels.
The #NationsFarm campaign was shot directly at the Al Rawabi farm in Al Khawaneej with live interaction and connection with the cows' herd and the team looking behind their nutrition, health, and behavior. The purpose was to show the farm as it is, without faking or creating scenarios. The objective was to give people a raw access to the behind the scenes of the Al Rawabi's products production, and how the term “Fresh from the Farm” is real in action coming from a brand who is transmitting authenticity to its loyal audience.
“Due to Covid-19, the Al Rawabi Farm was closed for a while to the public and all activities had to come to a halt. The Hanging Gardens Agency came up with the foundation campaign to allow all of Al Rawabi’s followers to access the behind the scenes of the farm through all available digital channels as an act of ethical marketing being the fundamental drive of the agency. Winning this MENA Digital Award is the proof that with a proper strategy and ideation, engagement and virality can be achieved across all social media platforms through creative content and storytelling,” commented Roger Halaby, CEO of the Hanging Gardens Agency.
The campaign was executed over a one-day shoot, following all of the Covid-19 related measures with a professional digital production team specialized in content production including drone engineers. The shots were not staged, as the main objective was to reflect reality.
The campaign was not supported with paid media, as the challenge was to leverage the platforms organically, to show the real act behind the brand/products people are consuming and that the audience on social media reacts positively to authentic content.
The campaign generated high levels of organic interactions and engagement on various social media platforms, with results exceeding expectations. The organic content went viral across several platforms, including LinkedIn where some of the posts got almost 100,000 impressions and more than 30,000 views organically.
The strategized split across all relevant social platforms from TikTok to LinkedIn helped increase awareness through an engaging campaign, while activating communities with content that was both educational and informational, but most importantly relevant to them.
