EMIRATES NBD
Emirates NBD increased ad recall by 6.4 points by adding Instagram Reels ads as part of its Mother’s Day campaign in the UAE.
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Emirates NBD is Dubai's government-owned bank and one of the largest banking groups in the Middle East by assets. It was formed in 2007 by the merger of National Bank of Dubai and Emirates Bank International.
lift in ad recall by adding Reels ads, compared to usual ad placements
lift in ad recall for 34-44 age group by adding Reels ads, compared to usual ad placements
lift in campaign awareness by adding Reels ads, compared to usual ad placements
Emirates NBD wanted to raise awareness of its special offers and discounts on and around Mother’s Day in UAE on March 21, and to engage with mums in a new way.
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THE SOLUTION
Mum’s the word
Emirates NBD’s Mother’s Day campaign was designed to showcase ads in the Reels placement. Reels ads are full screen and vertical, similar to ads in Stories, and can appear in between individual Reels. As with regular Reels content, these ads loop and can last up to 30 seconds. People can comment, like, view, save and share Reels ads.
The Reels ads featured Instagram’s trending “Teleportation” transition (in which people click their fingers and then “magically” reappear in a different place), showing a mother being plucked from her environment and dropped into a luxury experience at one of Emirates NBD’s partner hotels. The Reels ads were part of a competition to win the perfect Mother’s Day gift, encouraging people to join in with their own teleportation videos starring their own mums.
Emirates NBD added the Reels ads placement to its usual selection of ad placements, and then measured the results with a brand lift study. The Reels ads were engaging and entertaining, and proved effective across all age groups. Between March 16–29, 2022, the campaign achieved:
- 6.4-point lift in ad recall by adding Reels ads, compared to usual ad placements
- 7.5-point lift in ad recall for 34–44 age group by adding Reels ads, compared to usual ad placements
- 4.6-point lift in campaign awareness by adding Reels ads, compared to usual ad placements