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Daawat Arabia

Services: Social Media Management, Digital Marketing & Content Creation

The Brief

Daawat faced challenges in establishing its brand awareness and preference among its target audience in the competitive UAE market. With stiff competition from established players and a shifting consumer purchasing behavior online, Daawat needed a Social media strategy to differentiate itself and drive brand legitimacy while creating interest and reasons for consumers to try its Basmati Rice.

Challenge

The primary challenge was the low to nil brand awareness among the target audience, hindering Daawat’s penetration and growth in the UAE market. Additionally, intense competition from established brands posed a threat, making it crucial for Daawat to stand out. Shelf space occupancy and short-term digital campaigns alone couldn’t achieve the desired brand equity and revenue. The shift in consumer purchasing behavior towards online platforms emphasized the need for a strong digital presence and a compelling reason for consumers to choose Daawat over competitors.

The Result

Implementing a disruptive marketing approach, Daawat focused on making noise in the digital space while staying true to its brand identity. By adopting a unified digital marketing strategy emphasizing omnichannel experiences, paid media, social media, relevant content, and local influencer outreach, Daawat successfully increased brand awareness and preference among the target audience. This resulted in significant progress towards the marketing objectives of generating trials and creating a preference for Daawat Basmati Rice. Ultimately, the strategy laid the foundation for sustained growth and market leadership in the premium Basmati Rice segment in the UAE markets.