F6orak Rabea

  • Client: Rabea Tea
  • Project: F6orak Rabea
  • Date: September 2014
  • Service: Social Media Management, Social Media Design & Development, Social Media Campaign
  • Brief: Younger generations perceived Rabea Tea, a successful Saudi heritage brand, to be an old and un-hip brand. The Social Clinic was commissioned to change this negative perception and appeal to a younger customer base. Our objective was to re-position Rabea Tea as a cool addition to breakfast.
  • Delivery: Since September is “National Better Breakfast Month”, we decided to raise awareness on the importance of having a healthy breakfast before starting a busy day, and what better companion is there to a healthy breakfast than tea? Based on this rationale, we approached the brief by proposing a 2-part idea that will associate Rabea Tea with F6or Faris, the coolest breakfast joint in town!
  • Part 1: Engagement was generated through encouraging Rabea followers to participate in a competition by beginning their day with a nutritious breakfast, featuring Rabea Tea and posting photos of their breakfast on social media, similar to what Faris AlTurky did on Twitter prior to opening his restaurant. The most creative and mouthwatering photos had the chance to win 1 out of 12 vouchers for 3 at F6or Faris.
  • Part 2: To intensify the hype around the campaign, Faris Alturky was asked to act as an influencer for Rabea Tea by appearing in promotional videos for the competition as well as by sharing Rabea’s competition posts on both his personal and the F6or Faris social media accounts.
  • We created the conceptual idea for 4 promotional videos, wrote the script and produced each of them. The videos were meant to raise awareness on the importance of a healthy breakfast, reaffirm Rabea Tea as the tea of choice and encourage competition participation. Thus the 4 promotional videos revolved around the following topics: “Why a healthy breakfast is important?”, “Why choose Rabea?”, “Providing competition details & encourage participation” and “A tour of F6or Faris”.
  • The Fa6orak Rabea Campaign proved to be a great success resulting with a 27% additional increase in engagement across Rabea Tea’s social media channels, especially Facebook & Instagram.