We observed interesting trends on YouTube video consumption during Holy month of Ramadan. First, compared to the rest of the year, the average view duration throughout the month increased by 11% and there’s a 57% increase in commenting rates. Meaning that people were watching longer videos an engaging more than any other time in the year. Second, food-related videos watch time increased by 35%, which is ironic since Muslims are fasting in this period.

So, we created the longest and sweetest torture.For every day on the last week of Ramadan, we live-streamed a coffee brewing of Dolce Gusto coffee in slow-motion from Suhoor (the last meal before the beginning of fasting) to Iftar (the first meal of the day) to at the end.

Thanks to that the first sip of Dolce Gusto became the most anticipated moment of the day, and it tasted heavenly.

1. Every day on the last week of Ramadan, we live-streamed a coffee brewing in slow-motion from Suhoor to Iftar 15 hours, in the end, celebrate with a glorious first sip.

2. The video featured Aziz Bader - influencer with over 1.4 million followers on Instagram.

3. Since the main pieces of content were going to be launched in the last week of Ramadan, during the previous weeks we released teaser videos of the machine, the coffee

brewing in slow-motion and content featuring the talent.

4. The objective was to increase sales as well, so each content was redirected to and from the microsite to the e-commerce platform.

1. Business:

a) 82% increase in overall sales vs Ramadan and post-Ramadan 2016, from the 50% objective set.

b) 2348 transactions for a total of AED 835289 on the e-commerce platform, 424% more sales than previous campaign featuring Will.I.am.

c) Only last week of Ramadan, total sales of AED 238132, which was 115% more than last year Ramadan

2. Perceptual:

a) 7’564,000 impressions, 51% more than the objective set, an increase that mostly came from organic impressions.

b) 44.4K landing page visits.

c) 1’747,000 views of video content across channels excl, LP

d) 5328 hours watch time.

e) 1826 online registrations

3) Attitudinal:

a) 9.5% engagement, 4x the engagement rate of other campaigns and more than double the objective set (4%).

b) Overall positive sentiment was 57%, 2.7x previous positive sentiment on Will.i.am campaign.

c) The Instagram growth of 21.7%, 7x higher than industry benchmark and double the objective set.