Getting the users to engage with the humanized concept of the brand. With Ghani Ya Sokar Campaign, T-Sugars was not only facing a highly fragmented Egyptian market but was also perceived as a niche and expensive product due to its premium packaging against other local sugar products. With little consumer awareness and fiercely competitive market, they wanted to integrate more in the local market, develop more brand awareness, and more buzz.
Creating a series of posts with the tagline غني يا سكر, asking the users to engage with what song Sukar is singing. The visuals were inspired by real singers, who had songs with the word Sukkar –Sugar in Arabic. The moderation replied to the users using famous verses of songs, to complete the whole picture. The engagement rate was outstanding and the fans enjoyed the whole campaign.