Fatafeat’s bespoke content approach yields impressive returns
Posted on 2021 Jun,30

Fatafeat, the home of Arabic cooking, announced positive H1 campaign results across its social media platforms, following a bespoke approach to content creation for prominent brand partners in the lead up to, as well as during, the Holy month.

Ahead of Ramadan, Fatafeat inked an exclusive food content partnership with Facebook MENA, which saw Fatafeat delivering over 2,000 long-form content pieces, including Ramadan tailored content, available to access via Facebook Watch – the platform’s in-build video-on-demand service.

Fatafeat’s H1 commercial partners included Nestlé, Puck, Pinar, Nutella, California Gardens, Australian Meat, Friesland Campina Middle East, Philips and Fiat, with each reaping impressive results which surpassed KPI’s, thanks to bespoke creative campaign executions which intrinsically resonated with audiences across the GCC. Showcasing real value to commercial partners, Fatafeat delivered over one hundred sponsored pieces of content, all of which were filmed and delivered on time, despite staff limitations due to covid-19 restrictions.

Overall, Fatafeat’s peak H1 period was during Ramadan, which alone saw an 88 percent month-on-month (MoM) increase in engagement on Facebook, with over 29.7M video views throughout the month. Instagram followers saw a 63 percent MoM increase in reach, with audiences on both platforms primarily residing in Saudi Arabia, followed by UAE and Oman. YouTube-specific content achieved a total 2.49M views, with 73 percent of viewers residing in Saudi Arabia, yielding 20,000 additional new subscribers.

Layla Tamim, Commercial Manager at Discovery – the parent company of Fatafeat, commented: “Fatafeat has seen impressive results year-on-year, with H1 2021 being a standout for the brand. Ramadan 2020 was naturally difficult year in the midst of lockdowns, but we managed to deliver for our clients and exceed expectations with some quick and creative thinking. For Ramadan 2021, we wanted to build on this success and further amplify results for our clients, rounding out a strong H1.”

“Fatafeat’s results across Saudi Arabia have been standout so far this year. As a brand, we pride ourselves on being innately in tune with our audiences, and there is a clear appetite for Fatafeat’s creative recipes and content in the Kingdom. We have grown and developed with our fans across the Middle East, and those in Saudi Arabia, in particular, continue to demonstrate their passion for the brand with peaking engagement, a clear indicator that the content we produce truly resonates with them,” continued Layla.

In addition to commercial partners, Fatafeat also joined forces with the United Nations World Food Program (WFP) to shed light on food wastage, helping people around the region do their part to minimize their household wastage. Using a dedicated hashtag #StoptheWaste, the brand shared tips, tricks, short-form videos, as well as innovative leftover recipes, utilising the queen of Arabic kitchen and WFP ambassador, Chef Manal Al Alem, to further raise awareness.

The Fatafeat App also saw more than a quarter of a million downloads in H1, highlighting the region’s appetite for user-friendly, and easily accessible content.

Overall, Fatafeat ended H1 with an increase in subscribers across all social channels, with content engagement at an all-time high across owned and partner content, with 8.5M, 1.4M and 1.14M on Facebook, Instagram and YouTube, respectively.

In addition to the brand’s strong social offering, Fatafeat fans have also been able to enjoy access to their favourite shows, thanks to a deal with Intigral during H1 2021, which saw Fatafeat’s linear channel added to their Jawwy TV service. This addition accompanies on-demand access to discovery+ in a branded environment via Jawwy TV, regarded as one of the region’s leading and largest OTT platforms.

A brand borne from the region, Fatafeat produces innovative and out-of-the-box content that intrinsically resonates with its audiences, created in-house from Fatafeat’s own studio facility in Production City, Dubai. This distinctive style and agility in content creation saw Fatafeat securing three times the number of commercial clients against its competitors.