Following COVID-19 health had drawn into the consciousness of consumers across the GCC – especially when it came to food preparation. With health consciousness on the rise, there was an opportunity to engage with the audience. Between January and June, there was a rise of nearly 350% of healthy food conversations on Sila.

The world’s largest organic dairy, Arla has a unique position in being able to easily prove claims. It has a large and extensive organic portfolio, and produces the largest amount of organic milk in the world.

Our job was to have people consider the benefits of organic – a concept that is difficult to educate.

The biggest challenge was to reach nutrition focused moms to get them to trade up – as this niche would be our early adopter for future campaigns.

The key was simple, highly the benefit of trading up to organic milk from competitors in the ‘fresh’ category, which are often treated with hormones, to a clean, pure milk.

Focusing on the consumption moments of milk enabled us to better to tell a story than a pure product placement. This allowed us to weave storytelling into the benefit message.

Given the situation it then became about education, resonating with the target audience with controlled content that drove a specific message home.

We had extraordinary engagement through targeting, by ensuring the content is hyper-relevant to the audience.

Our Sila Arabic-dialect sentiment model has also a net approval rating of 88.4%, the largest of any content campaign ever undertaken by Sila.

This is measured by custom sentiment models.