Cinnabon AFCON | ” لفنها كورة مع سينابون “

  • Cinnabon’s Empowering AFCON 2019 Campaign: Elevating Women’s Soccer Enthusiasm and Knowledge ” لفنها كورة مع سينابون “Introduction:
    Cinnabon’s groundbreaking campaign during the Africa Cup of Nations (AFCON) 2019 showcased a deep understanding of women’s passion and support for their national teams during crucial soccer matches. Recognizing that women may have varying levels of soccer knowledge compared to men, the campaign aimed to empower female fans to cheer confidently and passionately for their teams despite any potential knowledge gaps. By highlighting the unique perspective and unwavering dedication of female soccer enthusiasts, Cinnabon sought to bridge the divide in soccer knowledge and celebrate the invaluable contributions of women to the AFCON tournament.Campaign Strategy:
    At the core of Cinnabon’s AFCON 2019 campaign was a strategic focus on empowering women as fervent soccer supporters, acknowledging their pivotal role in amplifying the excitement surrounding significant matches. Acknowledging the potential challenges faced by women with limited soccer knowledge, Cinnabon set out to offer educational resources, engaging content, and interactive experiences to enhance their understanding and enjoyment of the sport. By tapping into the emotional connection that women have with their national teams and the AFCON tournament, the campaign aimed to foster inclusivity, camaraderie, and empowerment among female soccer fans.

    Execution and Engagement:
    Cinnabon executed a comprehensive and engaging campaign that involved a multi-faceted approach to educate and empower women during AFCON 2019. Through a combination of social media initiatives, informative blog posts, and interactive quizzes, Cinnabon provided a platform for women to delve deeper into the world of soccer—covering rules, key players, historical moments, and more. Through curated content tailored to diverse audiences with varying levels of soccer knowledge, Cinnabon encouraged women to actively participate in discussions, debates, and celebrations surrounding the AFCON tournament. Collaborating with female soccer influencers, analysts, and enthusiasts further amplified the voices and perspectives of women in the soccer community, enriching the overall engagement and experience.

    Outcome and Impact:
    Cinnabon’s AFCON 2019 campaign yielded exceptional outcomes in empowering and engaging women as integral contributors to the soccer fanbase. By addressing the disparities in soccer knowledge and offering educational support, the campaign enabled women to cheer for their national teams with newfound confidence and enthusiasm. The inclusive and supportive environment fostered by Cinnabon created a sense of solidarity and camaraderie among female soccer fans, enhancing their overall AFCON experience. Through strategic partnerships, interactive content, and meaningful conversations, Cinnabon successfully celebrated and elevated the passion and dedication that women bring to soccer matches, highlighting their essential role in the vibrant tapestry of sports fandom.

    Conclusion:
    Cinnabon’s AFCON 2019 campaign exemplifies a forward-thinking and inclusive approach to engaging female fans in the realm of soccer. By recognizing and addressing the unique challenges and opportunities for women with varying soccer knowledge levels, Cinnabon effectively empowered female fans to participate actively and confidently in supporting their national teams during the AFCON tournament. Through educational initiatives, collaborative partnerships, and a supportive digital community, Cinnabon not only bridged the soccer knowledge gap for women but also highlighted their indispensable contributions to the excitement and fervor of soccer matches. The campaign serves as a testament to Cinnabon’s dedication to diversity, inclusivity, and empowerment, setting a groundbreaking precedent for fostering gender equality and appreciation in the sports landscape.

Cinnabon

2019-07-15

https://www.cinnabon.com/

THE OBJECTIVES

Reposition Women's image from the amateur to the expert cheerer and associate Cinnabon with watching Football Matches at home.

THE AUDIENCE

Higher/middle class ladies, Gen Z females

THE SERVICES

activation Digital Copy Social Media TV & Production

We created a catchy tagline " لفنها كورة مع سينابون " to reflect how woman's is a good known with football like men's so we make a 3 copies mainly to target women from different age brackets ( Teenagers, adults, millennials)

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Game Play

This copy mainly focuses on adult women and their expertise in tactical plan in soccer while watching Egypt’s match on the TV with their essentials on the table and the hero is Cinnabon’s cheering box.

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Stadium

The copy mainly focuses on teenagers girls, On their way to the stadium and that they are ready to cheer for Egypt filled with energy and excitement with their Cinnabon’s “ready to go products”.

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Offside

The copy focuses on gen z girls and their assurance and confidence of explaining to a group of friend the actual meaning of off-side with showing the offside movements with Cinnabon products to be clearly explained with simple examples.

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Pack Design

Cheering BonBites Box Front & Back Packaging Design

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Reposition women’s image from the amateur to the expert cheerer

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RESULTS

Curegame is a transmedia device at the heart of which is a mobile application downloadable for free on smartphone and tablet. It offers an interactive route in the streets of Cureghem to discover its people and its history. The application is complemented by a documentary and a destination guide teachers.

Assessing the impact of the campaign on product sales and conversions, particularly among the target demographic, can indicate the campaign's success in driving consumer action and brand loyalty.

Sales Performance

Gathering feedback from participants through surveys, polls, and direct customer testimonials can offer qualitative insights into the perceptions, satisfaction, and impact of the campaign on women's engagement in soccer-related activities.

Survey Feedback and Customer Testimonials

Tracking the increase in followers, impressions, reach, and mentions on social media platforms before, during, and after the campaign can demonstrate the campaign's effectiveness in enhancing brand visibility and engagement.

Social Media Reach +10 Million

Analyzing metrics such as likes, shares, comments, and overall engagement on social media platforms and campaign-related content can provide insights into how well the campaign resonated with the target audience

Engagement Metrics 20+ Million

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NEXT PROJECT

Cinnabon Digital Campaign