2022 – Christmas Season

Digital Scanning Report

Digital Performance
 • REPORT OBJECTIVES

• MV CONTENT REVIEW

■ Overview

Agenda ■ Main Christmas Events

■ Digital Performance

• MV VS COMPETITION SUMMARY

• COMPETITION CONTENT REVIEW

Objectives

1. Understand MV’s Christmas digital communication strategy &

performance

2. Scan competition’s Christmas digital communication across digital

platforms
So…
Let us deep dive
into MV’s
Christmas
 DIGITAL REPORT

11
Reels
70 Stories
A Total of

16
posts
5
Static
In a span of 3 weeks –
average of one post every day 1
Photo Album
Communication Timeline Summary
 Communication Timeline Summary
Our posting strategy was an “Always on” strategy to keep the hype and introduce each event clearly

MV Christmas
Celebrations
Communication
Started

Happiness Happiness Happiness MV MV MV Christmas Happiness MV Happiness New Year’s

Square Square Square World World World greeting Square World Train Greeting
Christmas Performance Summary
 DIGITAL REPORT

Total Reach
Below graph represents the total page reach during the Christmas Campaign.

• MV had a total of
3,046,305 Facebook reach with an
a percentage increase of 624.1%
during the Christmas season

Appendix:

• Reach: How many people viewed your ad.

 DIGITAL REPORT

Total Impressions
Below graph represents the total page Impressions during the Christmas Campaign.

• MV had a total of
5,041,224 impressions Facebook
reach with an a percentage increase of
770.57% during the Christmas
season.

Appendix:

• Impressions: The number of times your ad. Was displayed.

 DIGITAL REPORT

Average Reach Growth

Below graph represents the Average Reach growth during the Christmas Campaign.

• MV had a increase in the average reach

growth with a percentage of
1,145.4% during the Christmas
season.

Appendix:

• Average Reach growth: Our reach growth in December, Comparison

before & after the campaign started.
 DIGITAL REPORT

Total Engagement
Below graph represents the total engagement during the Christmas Campaign.

• MV had 579,322 total engagement with a 39% increase in the avg. engagement rate growth.

Engagements Per Day

 DIGITAL REPORT

New Page Likes

• MV encountered a total of 863 new

Facebook page likes with an increase
of 49.1% during the Christmas
season.
DIGITAL REPORT

Total Reach
Below graph represents the total page reach during the Christmas Campaign.

• MV had a total of 3,384,135

Instagram reach with an a percentage
increase of 854% during the
Christmas season.

Appendix:

• Reach: How many people viewed your ad.

 DIGITAL REPORT

Total New Followers

• MV encountered a total of 3,671

new Instagram followers with an
increase of 419.2% during the
Christmas season.
Christmas Content Breakdown
Mountain View | Content Breakdown

• Date of communication : 12

December.

• Introduced Christmas Master

visual
Mountain View | Content Breakdown (Cont.)

Through the Master visual we

introduced the season’s tagline:

MV Christmas

Celebrations
Activities Overview |Two Main Events

1) Happiness Square 2) Christmas Festival

East West
&

3) Decorations across all our Compounds

Happiness Square
East
Overview

• Announcement post:
13 th of December

• Countdown (Teaser) Stories:

two days prior to event 13 th & 14 th of
December. To ensure look alikes.

• Event Date:
15 th of December
Content Breakdown
Announcement video
• 359,928 People reached
• Posts: • 27,440 Engagements Live Stories
• Announcement
• Live stories (on the day)

• Full separate highlight for the

Square on Instagram.

• Hashtags used:
#MVChristmasCelebrations
Full 360 Experience Video

Full experience video Full experience video

• 1,198,369 People reached
• 816,625 People reached
27,440 Engagements
27,493 Engagements
MV World
West
Phase 1: Teasing | Influencer Marketing
Started our communication for MV World with teasing stories using influencers which created a buzz

throughout our digital platforms.

DIGITAL REPORT

Teasing phase | Invites & Gift Unboxing

 DIGITAL REPORT

Teasing phase | Performance

between December 17 : December 23

We gained a total of 1,750 followers and had a total of 313 tags during our Influencer marketing campaign

Total Total followers

Mentions/Tags Gained

313 1,750
Announcement phase | Content Breakdown

• Introduced MV world with master visual grid.

Content Breakdown

• Created a full separate

Live Stories
highlight for
MV World

• Hashtags used:

#MVWorld
#ExperienceHappiness
Content Breakdown (Cont.)

• 299,070 People reached • 143,950 People reached • 89,708 People reached

• 48,510 Video Views • 40,470 Engagements • 8,147 Engagements
• Photo album

• 3 reels

• Live stories
Content Breakdown (Cont.)

Anticipation Reel Teaser Video

• 247,368 People reached • 409,503 People reached

• 32,040 Engagements • 200,690 Engagements

• Anticipation reels

• Teaser video
Full 360 Experience Video

• Full Experience Video • Full Experience Video

2, 043,753 People reached 293,056 People reached
19,387 Video Views • 51,100 Engagements
DIGITAL REPORT

User Generated Content

DIGITAL REPORT

User Generated Content (Cont.)

Happiness Train
Content Breakdown

• Posted an animated video for

MV Happiness train.

322,427 People reached 753,563 People reached

105,118 Engagements 106,1324 Video Views
Competition Scan
 Competition Scan

*Developers with the most prominent Christmas activities

Comparison Pillars

1| Date of 2| Tagline
Communication

3| Locations 4| Events

5| Content review
MV vs Competition Summary
 MV vs Competition Content Summary
Developers Communication Tagline Locations Events Content Communication
Start Date Review End Date
Mountain View 1) Happiness Square 15 posts + Story
12/12 MV Christmas Celebrations East & West 2) MV World Coverage 31/12

Sodic Santa’s Factory 10 posts+ Story

1) East Town Coverage
4/12 Sodic Festive Season East & West 2) Westown Hub 10/1

Emaar Misr East 1) Magical Christmas Avenue

Uptown New Cairo 5 posts+ Story 25/12
11/12 _ 2) Christmas by the lake Coverage
Mivida
Hyde Park East Christmas Town
13/12 Christmas Town II HydeOut 13 posts + Story Till 21/1
Coverage
Misr Italia Winter Garden
11/12 Winter Garden East Garden 8 14 posts + Story 5/1
Coverage
Palm Hills 1) Christmas Festival Street 88
30/11 _ West 2) Christmas Festival 4 posts + Story 7/1
Palm Hills Club Coverage

1) The Wonderful Worlds

The Wonderful Worlds The Drive 7 posts+ Story 22/12
The Waterway 11/12 East 2) The Wonderful Worlds Coverage

5A by the Waterway

XMAS Street Walk

Walk of Cairo 5/12 XMAS Street Walk West 12 posts + Story 27/12
Walk of Cairo Coverage

Zed Winter Festival

Ora 5/12 Winter Town West 34 posts + Story Till February
Zed Park Coverage
Overview on activity on Social Media platforms

Developers Activity on
Social Media
Mountain View
Sodic High Activity

EMAAR Misr
Hyde Park Medium Activity

Misr Italia
Low Activity
Palm Hills
The Waterway
Walk of Cairo
Ora
DIGITAL REPORT

Performance Summary
Audience Growth during Xmas Dimmed Competitors had no Christmas activity

• MV gained the highest number in

audience growth with a total of
4,932 new followers
DIGITAL REPORT

Performance Summary
Engagement during Xmas Dimmed Competitors had no Christmas activity

• MV encountered the highest

number in engagement with a
339.3% increase
Competition Scan Breakdown
EMAAR MISR
Content Overview

1) Date of communication | 11 th of December

2) Tagline | No tagline

3) Events | Two Main Events

• Magical Christmas Avenue | Uptown Cairo

• Christmas by the lake | Mivida New Cairo

4) Locations | East
Magical Christmas Avenue

• Announcement Date: 11th of December

• Event’s Date: 16th of December

• Target Audience: Residents & Non

Residents
Magical Christmas Avenue (cont.)

Content Review
Emaar Misr did a full coverage for their
event with a total of 3 Reels & story posts.

Content Breakdown
I. 1 Reel on the day of the event |16 th Dec.
II. 1 Reel | 17 th Dec.
III. 1 Recap Reel | 23 rd Dec.
Christmas by the lake

• Announcement Date: 12th of December

• Event’s Date: 17th of December

• Announcement duration: 5 days pre-event

• Target Audience: Residents & Non

Residents
Christmas by the lake (cont.)

• Content Review
Emaar Misr did a full coverage for their
event with a total of 2 Reels & story
posts.

Breakdown
I. 1 Reel on the day of the event | 17 th
Dec.
II. 1 Recap Reel | 21 st Dec.
SODIC
Overview

1) Date of communication | 4 th of December

2) Tagline | SODIC FESTIVE SEASON

3) Events | Santa’s Factory

• Santa’s Factory | East Town – New Cairo
• Santa’s Factory | Westown Hub – Sodic
West
(December 9 th – January 7 th)

4) Locations | East & West

Santa’s Factory East Town

• Announcement date: No announcement

• Target Audience: (Residents only)

• Event dates:
i. 3 rd of December
ii. 10 th of December
iii. 16 th of December
Santa’s Factory East Town (cont.)

Content review
Sodic did a full coverage for their event
with a total of 3 Reels & story posts.

Content Breakdown
I. 1 Reel | The day after the event | 4 th
Dec.
II. 1 Reel | 17 th Dec.
III. 1 Recap Reel | 23 rd Dec.
Santa’s Factory Westown Hub

• Event dates:
I. December 9 th & 10 th
II. December 16 th & 17 th
III. December 23 rd & 24 th
IV. December 30 th & 31 st

• Announcement dates:
I. 4 th of December
II. 14 th of December
III. 21 st of December
IV. 26 th of December
Santa’s Factory Westown Hub (cont.)

Content Review
Sodic did a full coverage for their event with a
total of 7 Reels & story posts.

Content Breakdown
I. 4 announcement reels for each weekend’s
festivities
II. 2 recap reels for the 9 th & 23 rd events
III. 1 Wrap up reel for the whole month’s
festivities
THE WATERWAY
Overview

1) Date of communication | 11 th of December

2) Tagline | The Wonderful Worlds of Waterway

3) Events | No Main Event

Had activations going on across Waterway

• The Wonderful Worlds | The Drive

• The Wonderful Worlds | 5A by the Waterway

4) Locations | East
The Drive | The Wonderful Worlds

• Announcement Dates:
I. 11 th of December | General
Announcement
II. 13 th of December | Calendar of
every Weekend’s festivities.

• Event Dates:
I. 16 th of December
II. 23 rd of December
III. 30 th of December
The Drive | The Wonderful Worlds (cont.)

Content review
The Drive by The Waterway did a full
coverage for their event with a total of 3
Reels & story posts.

Content Breakdown
I. 1 announcement reel | 11 th Dec.
II. 1 Static (Calendar) | 13 th Dec.
III. 1 Pre-event reel |15 th Dec.
IV. 1 recap reel | 20 th Dec
5A by The Waterway | The Wonderful Worlds

Announcement Date: 11th of December

• General announcement for the festivities by the
Waterway

Event’s Date: No specified dates announced

• General announcement for the festivities by
Waterway

• Target Audience: All Publics

5A by The Waterway | The Wonderful Worlds (cont.)

Content Review
5A by The Waterway did a full coverage for their
Christmas activations with a total of 3 Reels & story
posts.

Content Breakdown
I. 2 general announcement Reels | 11 th & 13 th Dec
II. 1 Weekend Celebration Recap Reel | 22 nd Dec.
WALK OF CAIRO
Overview

1) Date of communication | 5 th of December

2) Tagline | XMAS Street Walks

3) Event | XMAS Street Walk

Started on the 1 st of December
• Christmas Celebrations every weekend

4) Location | West
XMAS Street Walks

• Announcement Date:
I. 5 th of December | General Announcement &
Recap for the 1 st weekend festivities

• Event Dates:
I. 2 nd & 3 rd of December
II. 9 th & 10 th of December
III. 16 th & 17 th of December
IV. 23 rd & 24 th of December
V. 30 th & 31 st of December

• Target Audience: All Publics

XMAS Street Walks (cont.)

Content Review

Walk of Cairo did a full coverage for their every weekend’s

festivities with a total of 5 Reels, 7 photo albums and story

posts.

Content Breakdown

I. 4 recap reels for previous weekend’s festivities &

Announcement for the upcoming weekend

II. 1 announcement reel for the Xmas activities that people

can enjoy at WOC

III. 1 Wrap up reel for the whole month’s festivities

IV. 3 recap photo albums for each weekend’s festivities

V. 3 announcement photo albums for upcoming weekends.

ORA
Overview
1) Date of communication | 4 th of November

2) Tagline | Winter Town

3) Events | Winter Town – Zed Winter Festival

4) Winter Festival Duration | November - February

5) Location | West

*Kindly note that Ora took this year’s Christmas season with the
perspective that this is a winter season with winter activations.
Winter Town

• Announcement Date: 4th of November

• Event’s Date: (18 th of November – February)

I. On going Christmas celebrations every
weekend.

• Duration: 14 days pre-event announcement

• Target Audience: Residents & Non Residents

Winter Town (cont.)
Content Review
Ora is doing full coverage on its Social platforms for
its 4 th season Winter Festival with a total of 24
videos, 12 photo albums & story posts.

Content Breakdown
I. 1 announcement video for the festival | 4 th of
November.
II. 23 recap videos for each week’s festivities
III. 5 recap photo albums for the festivities
IV. 7 announcement statics for each week’s
activations
HYDE PARK
Overview

1) Date of communication | 13 th of December

2) Tagline | Christmas Town II

3) Main Event | Christmas Town II at HydeOut New Cairo

(December 22 nd – January 21 st )

4) Location | East
Christmas Town II

• Announcement Date: 13 th of December

• Event Date: December 22 nd

• Duration: December 22 nd – January 21 st

• Target Audience: All Publics

Christmas Town II (cont.)
Content Review
Hyde Park did a full coverage for their event with a
total of 7 Reels, 6 Statics & story posts.

Content Breakdown
I. 2 announcement reels | 11 th Dec.
II. 5 Statics | Vendors Announcement
III. 1 Pre-Event reel | 21 st Dec.
IV. 4 recap reels for the on-going events

Campaign’s Edge
I. 1 Q&A reel | Audience Experience
MISR ITALIA
Overview

1) Date of communication | 11 th of December

2) Tagline | Winter Garden

3) Event | Winter Garden

• Celebrations every weekend

4) Locations | East
Winter Garden

• Announcement Date: 11th of December

• Event’s Date: started on the 16 th.

• Duration: (16 th Dec – 30 th Dec)

• Target Audience: Publics

Winter Garden (cont.)

Content Review
Misr Italia posted a total of 7 Reels, 7 Statics & story
posts.

Content Breakdown
I. 1 announcement Reel | 11 th Dec.
II. 5 countdown statics | 14 th - 15 th Dec.
III. 1 Pre-Event Reel | 15 th Dec.
IV. 1 Event’s launch Reel | 16 th Dec
V. 4 recap reels for the on-going events
VI. 1 wrap up reel for the month’s festivities
PALM HILLS
Overview

1) Date of communication | 30 th of November

2) Tagline | No Tagline

3) Events | Two Main Events

• Christmas Festival | Street 88

• Christmas Festival | Palm Hills Club

4) Location | West
Christmas Festival

• Announcement Date: 30th of November

• Event’s Date: 1 st of December

• A one merged announcement for the Christmas

festival at Street 88 & Palm Hills Club.
Street 88 | Christmas Festival

Content Review
Palm Hills posted a total of 1 video,
1 Static for the Christmas festival.

Breakdown
I. 1 announcement video | 30 th Nov.
II. 1 pre-event static | 1 st of Dec.
Palm Hills Club | Christmas Festival

Content Review
Palm Hills posted a total of 1 video, 3 statics &
story posts

Content Breakdown
I. 1 announcement video | 30 th Nov.
II. 3 pre-event calendar announcement statics
| 7 & 14 th Dec.
THANK YOU