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7G Media Consultancies Citadel Tower,
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UAE has started development of its first-ever manned space mission, the ‘UAE Astronaut Programme’. 7G Media was hired for the social media management and marketing of this important programme. Its main objectives were to create awareness and motivate people to apply to join the Emirati Astronaut Programme. The challenge was two-fold: awareness needed to be generated in target audiences in Arab countries, the US and the UK, while reaching out specifically to Emiratis, to motivate their applications.
A comprehensive strategy was put together to create awareness with inspirational stories, informational posts, animated videos, GIFs and live videos shared from the International Space Station. For informational posts about the selection criterion and eligibility for the programme, a combination of creative and space footage was used to grab attention on Facebook, Twitter, Instagram and YouTube. More than 3000 applications were received in the first month of the website’s launch. Parallel to social media, a comprehensive paid advertising campaign was run on Google Ads, which significantly added to the overall result.
The overall social media strategy designed comprised of two main objectives: To create awareness and motivate Emiratis to apply for UAE Astronaut. From animated videos to animated posts, great graphics were put together to compliment the motivational, inspirational and informational messages. For each post, a clear call-to-action was added to ensure that most of the users are going to the website where they can fill in the application for UAE Astronaut.
The campaign managed to bring in more than 3000 applications in its first month of announcement. It also got the social media influencers talking about the programme and encouraging Emiratis to apply for it. This came as a result of the good content that was shared on the social media and also the specific campaign, which was implemented to reach out to the influencers – it all helped to spread the word!
Social media advertising was done on all social media platforms including Facebook, Twitter, Instagram; but ‘YouTube’ was used as the major platform. A video explaining the eligibility criterion for the programme along with a motivational feel was created, and it was advertised using in-stream and discovery ads to reach out to all the Emirati in UAE and the campaign recorded significant number of applicants signing up for the UAE Astronaut Programme.