MAGGI Diaries began its journey as an online journal for women’s culinary, and cultural experiences throughout the Middle East. Following the immense success from its first two seasons, MAGGI continues to search for new, and innovative methods to raise awareness for female empowerment. Taking this into account, we knew that MAGGI Diaries needed to evolve; not only to increase its scope of support, but enhance its already existing platform.

Our main goal was to drive category growth by growing brand affinity, using communication that transcends category conventions.

Objectives:

•Register 10% organic growth for MAGGI Bouillon in 2016

•Increase brand loyalty

•Increase agreement with key attribute statements:

-“Helps me contribute to a better life”

-“Helps me make a difference in my loved one’s lives through everyday cooking”

•Generate a 10% engagement rate on FB (category norm 4%), and a 15% view-through rate on YouTube (regional norm 14%)

Beginning as a purely YouTube driven series supported by social media, MAGGI Diaries now includes 20-minute segments on MBC - the Middle East’s top-rated morning show. While MAGGI’s current platforms focuses on amplifying relevant causes, MBC segments tell each woman’s story, and supports their messages with live interviews. Bespoke environments like MBC.net & Shahid.net act as online hubs for content, while TV and social media continually push more content.

In addition, we appointed three artists to illustrate the lives of three #WomenOfChange in the region, creating an original, limited edition #WomenOfChange Graphic Novel. Each story dramatized the real-life events of each woman, as they overcome extraordinary challenges, only to emerge as true women of change. Used to engage, encourage, and inspire all women from around the region to make a difference, the #WomenOfChange Graphic Novel helped MAGGI Diaries reignite the flame for female empowerment in the Middle East.