An Educational Marketing Campaign for Fawry Retailers “Fawry Introduces Monqez El-khadmat we Halal El-Azmat with UMAMI”.
Client Overview
Fawry is Egypt’s first unicorn with a $1B market cap and a leading digital transformation and e-payments platform.
With over 194,000 service points, Fawry connects consumers and businesses by offering a range of financial services like bill payments, donations, education fees, and even car license renewals, aiming to be “the nearest solution to your home.”
The Challenge
As a pioneer in e-payments, Fawry continuously introduces new services. However, the following challenges hindered their goals:
- Cash Loss: Retailers were declining customer requests due to unfamiliarity with the POS device functions for specific services.
- Massive Scale: Training over 166,000 retailers from diverse backgrounds across Egypt posed a logistical nightmare.
- High Costs: Offline training demanded significant time, money, and resources.
Fawry’s slogan, مع فوري أنت سابق غيرك (With Fawry, you’re ahead of others), motivated them to embrace innovative solutions. This led to a partnership with UMAMI to digitize retailer training.
The Solution
UMAMI introduced an “Educational Marketing” approach, producing 25 microlearning animated videos (each under one minute). Those videos are a combination of educational content presented in a marketing context through social media or internal communication channels.
Here is UMAMI Secret Recipe:
1- Real life situations: Using a storytelling approach, we started each video with a real situation that happens to retails daily from different customers. The objective was helping our retailer linking between this type of customers who request this service and the service itself.
2- Motivation: We believe that Fawry retailers are heroes. They are the client’s first contact. We gave them a title that represents their role and motivated them to promote the company services in order to gain their clients’ trust and accordingly gain more money.
RESULTS
- 25 Animated videos produced
- 166K+ Retailers trained
- 275K+ Organic reach on Fawry’s Retailer Facebook page
- 20K+ Engagement across all videos
The campaign launched in October 2020, with videos strategically published during each service’s peak demand season, running until June 2021.
The campaign leveraged social media and internal communication channels to maximize reach and engagement.
“Had the pleasure working with the professional UMAMI team on executing one of the biggest communication projects for Fawry Retailers.”
— Ganna Osama, Marketing Communication Team, Fawry
Just like we did for Fawry, UMAMI can help you create impactful e-learning experiences with our comprehensive services, including Content Design, Script Writing & Editing, Animation, Fully Customized Animated Videos, and Voice Over Narration.
UMAMI is proud to support Fawry in making e-payments accessible for everyone.
