Giving
The Challenge
Zakat is one of the pillars of Islam that is commonly performed by individuals on their own terms. Money that goes out is not always landing in safe hands or to the right beneficiaries.
The Opportunity
Capitalize on the arrival of the month of Ramadan, being a season of giving and generosity.
Solution
A video was created, motivating people to perform Zakat, engaging the community with the role of GAZT, raising awareness on where Zakat goes, and showing ease of access and usage via tech solutions. The video was accompanied by a Twitter engagement campaign with the hashtag: #زكاتك_تصل_لأهلها
Twitter engagement was great, recoding hundreds of retweets, thousands of likes and millions of views.
Phase 2
Two films were created: an explainer video inviting people to download ZAKATY app, followed by another film, and a Twitter engagement campaign that recorded great turnout.
The campaign was adapted to OOH, Social, Digital and Direct Mail.
Campaign results were quite impressive!
· Content performance was spectacular both on Online & Offline Touchpoints.
· Growth was substantial compared to last performance prior to running the campaign.
