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Case Study

Twitter

#FeminineArabic

  • ServiceStrategic Communications
  • SectorTechnology
  • OfficeH&K METIA, H&K Global
  • Capability

    Media Relations, Content & Publishing Strategy, Diversity Equity & Inclusion

  • Awards

    Silver Lion, 2022 Cannes Lions International Festival of Creativity. Grand Prix, Dubai Lynx 2022.

To reshape how Twitter engages with Arabic-speaking women, H&K supported the platform with the launch of its Arabic (Feminine) language setting, making Twitter the first social media platform to offer “Arabic (feminine)” to women around the world.

Launching the landmark language setting

Leveraging #FeminineArabic (أتحدث_بالمؤنث#) H&K helped launch the campaign to a combined audience of 3.8 million followers on Twitter’s own account and partnered with 11 brands to engage with the campaign. This generated more than 3.5K retweets, 16.6K video likes and 36.3 million views.

Tier one and regional media in the Middle East endorsed Twitter’s actions as a great step forward that would prompt other companies to do the same.

The campaign won a Silver Lion in the Social & Influencer category at the 2022 Cannes Lions International Festival of Creativity and the overall Grand Prix at the Dubai Lynx 2022 in the Digital Category.

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    Views

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    Likes

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    Retweets

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