January 5th, 2023, Kineree Shah
Furniture giant IKEA Family saw the largest growth this month in terms of Ad Awareness in the UAE, followed by laundry detergent brand Persil at number two and telecom company Etisalat (by e&) in third place. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during December, making them our top three Advertisers of the Month in the UAE.
The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs lowest) for the month determines our Advertisers of the Month.
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IKEA Family launched a new campaign in association with the medical charity Médecins Sans Frontières/Doctors without Borders (MSF) called The Giving Room. A hospital room was set up at IKEA’s Dubai Festival City store for consumers to experience and understand the lack of medical resources in conflict zones and turn awareness into donations by scanning QR codes on items. YouGov BrandIndex shows IKEA Family’s Ad Awareness metric rose by eight percentage points from 15.2% on November 27 to 23.2% on December 23.
Laundry detergent retailer, Persil, worked with social media influencers to create short-form video content about “stainable moments” that Persil can wash away. A recent post has garnered more than 19,000 likes on Instagram. Persil saw a rise of 7.5 percentage points in its Ad Awareness score from 15.3% on November 30 to 22.8% on December 23.
Ranking third on our list is Etisalat (by &e) which had an increase of 7.3 percentage points in Ad Awareness from 29.8% on December 1 to 37.1% on December 23. Etisalat (by e&), in collaboration with Nokia, demonstrated the fastest passive optical network (PON) speed in the Middle East. It achieved speeds of up to 100 gigabits per second (Gb/s) on a single wavelength – four times faster than the most advanced networks available today. The company also held the third edition of the ‘Hello Business Pitch’ competition, where aspiring start-ups participate in raising capital.
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Methodology
YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in the UAE from 26 November to 25 December 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.
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