The local culture gave us 2 challenges. The first is the small segment of caring men, which meant that all mass media would be a waste. The second is that we needed to catch them at the right time, when they are willing to listen, or watch. This meant that the communication had to be targeted and optional so that the right men watch it when they’re in the mood. We needed an intriguing video, but we didn’t want it shared at the wrong time, we wanted it advertised on websites conducive them wanting to watch and care.

The first indicator of success was the 2 million views. More importantly, the breakdown showing 70% of the views by men aged 25 to 44 in Saudi Arabia and the United Arab Emirates meant that we not only reached the exact target demographic, but also psychographic of men willing to view the video. This is due to 1.7 million views coming from ads on the websites we had identified. The $17,588 we spent generated $150,000 in earned media. This targeted spending helped us grow our penetration and our share by 130 basis points, proving that Arab Men do care.