Client Overview

Upswell Team, a startup focused on addressing life-saving and global issues, operates primarily within the social media sector to capture attention on critical problems.

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Mission

The goal was to launch a targeted social media campaign promoting a survey about the impact of the COVID-19 pandemic on people’s lives in the Gaza Strip, the West Bank, and Iraq.

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Challenge

The main challenge was encouraging participation without providing too many details about the survey and the pandemic. This was because people were exhausted by pandemic-related content and had grown disinterested. Additionally, social media platforms were reducing the reach of pandemic-related content due to decreased user engagement. The client had previously encountered this issue during a similar West Asian campaign.

 

Strategy and Execution

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Initial Approach: The client suggested incorporating family-oriented themes in the campaign designs, given the cultural importance of family values in the Gaza Strip, the West Bank, and Iraq.

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Outcome: This approach did not yield the desired results.

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Revised Approach: We pivoted to a strategy focused on empowering people to share their opinions. This approach leveraged the intrinsic motivation of individuals to voice their thoughts and experiences.

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Results

The revised campaign strategy was highly successful. By shifting the focus to "sharing your opinion," we saw a significant increase in survey participation and engagement. This approach resonated well with the target audience, leading to a more impactful and effective campaign.

 

Conclusion

This case study highlights the importance of understanding cultural nuances and adapting strategies to meet the unique preferences of different audiences. The successful outcome of the Upswell Team’s campaign demonstrates our ability to pivot and innovate, ensuring that our clients achieve their goals even in challenging circumstances.