Objective
- The UAE Ministry of Economy wanted to attract Emirati youth to a newly launched platform offering resources and support for young entrepreneurs and job seekers.
- They needed a campaign that would resonate with younger audiences and simplify the platform’s onboarding process.
Approach
- Two-Part Video Campaign: Featured the Minister of Economy in the first video, personally introducing the initiative and inviting Emirati youth to join.
- Instructional Video: Provided a step-by-step guide to using the platform, ensuring clarity and ease of use.
Extended Reach: Collaborated with educational and youth-focused organizations to share the videos, and embedded the instructional video on the platform’s main page for quick reference.
Results
- 2+ Million Views across social media platforms.
- Signups Increased by 50% in the first two months following the campaign launch.
- User feedback praised the clear, accessible instructional video as a key driver for registration.