MEC Wavemaker & The Maggi Diaries

Maggi Diaries
As agencies help more brands turn publishers, YouTube seeks to acknowledge their thought process and skill. The YouTube Brand Partner Program developed a YouTube Certification for advertising agencies. MEC is among the early adopters, and a success story to share already comes in ‘MAGGI Diaries’.

“The launch of the YouTube Brand Partner Program Certification is incredible timely and exciting for MEC. With MEC Wavemaker we have a different kind of content offer, one that helps our clients see exactly what role content and platforms play in their customers’ lives and how that will directly impact their brand’s performance,” said Alastair Aird, Global COO, MEC & Global Head, MEC Wavemaker.

To help connect with consumers in the Middle East, ‘MAGGI Diaries’ is designed as a cultural and culinary journey of four ordinary housewives around the Middle East. The mission was to inspire all women to unlock their potential and make a difference in their lives and the lives of people around them.

MAGGI Diaries was revealed to the audience through teaser promos across a custom made YouTube channel, Facebook and TV, showing them the captivating new journey our ambassadors were going to embark on with MAGGI. MEC enticed the audience with sneak peeks of side stories, recipes and personal revelations of the ambassadors on this culinary and cultural journey across the Middle East.

The campaign received an increase of 500 base points in KSA and 600 base points in UAE increasing market share by 7 percent and 6 percent respectively. MAGGI Diaries had almost 11 million views and gain 11,000 new subscribers.

The YouTube Brand Partner Program was created three years ago to provide inspiration, education and support to the marketers keen to act more like creators and less like advertisers on the channel. As a ‘global agency early adopter’, MEC’s new specialist content offer, MEC Wavemaker, has already enrolled nearly 200 employees into the programme from the UK, Singapore, India, Germany, Netherlands, Australia, UAE, Mexico, Poland, USA and Argentina, aiming to certify all its Wavemaker staff in the coming weeks.

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