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- More than 1.5 million people reached in the UAE
- 443,000 video views, 74% of them on Instagram
Abu Dhabi - Aletihad newspaper announced that its 'comment positively' campaign received over 28 million impressions on social media platforms. The latest statistics exceeded expectations, coming just two months after its launch.
Aletihad launched the community campaign last May with the aim of raising awareness about negative comments made by some social media and internet users, as well as encouraging constructive criticism.
The newspaper pointed out that the campaign has reached more than 1.5 million users in the UAE on social media platforms, exclusively on Facebook and Instagram. The campaign's videos totaled some 443,000 views, 74% of which came from Instagram. The campaign's webpage on Aletihad's website received 32,000 visits, with 70% of traffic arriving via Twitter.
Ten social media influencers participated in the campaign, acting as its ambassadors in order to promote the cause, encourage participation and boost traffic to the Aletihad website. They came from a range of fields, including arts, media and sports.
Emirati footballer Ismail Matar's video on Facebook gained 6.7 million impressions and 4.6 million views, making it the most viewed video posted for the campaign. Another post shared on Facebook by Arab sports media icon, Mostafa Al Agha, received the most impressions, totalling 8.7 million and reaching 326,000 users in the UAE.
The 'comment positively' Arabic hashtag gained traction with followers on a range of social networking platforms, who praised the campaign's objectives and its contribution to creating a respectful online environment. Users called for a reduction in harmful negative comments, whether intentionally or unintentionally.
H.E. Mohammed Ebraheem Al Mahmood, Chairman and Managing Director of Abu Dhabi Media, said: "The unprecedented success of the 'comment positively' campaign proves that there is awareness amongst the community of the need to respect others. The reactions on social media have further reflected the values and ethics of the community."
"At Abu Dhabi Media, we are proud to embrace such awareness-raising campaigns. These campaigns are part of our vision to spread a culture of social responsibility, in order to develop and strengthen relationships between community members," he added.
Mohamed Al Hammadi, Executive Director of Publishing and Editor-in-Chief of Aletihad Newspaper, said: "The role of community partnerships in civilized development and progress is significant; and we aim to educate all aspects of society about it. The success of the 'comment positively' campaign is part of Aletihad's vision for social responsibility."
Al Hammadi expressed his appreciation for social media users' participation in the campaign, which proved to be highly effective. This included not only well-known influencers, who have contributed to the promotion of the campaign, but also everyday users, who were attracted to the campaign and bolstered its credibility.
While the social media campaign was rolled out across Facebook, Twitter, YouTube and Instagram, the best performance and engagement rates were achieved on Instagram, which gained a total of 3.5 million impressions and reached 620,000 users in the UAE, with 351,000 interactions and 20,000 likes. Campaign videos shared on Instagram were viewed 330,000 times -- the highest figure across all social media platforms used during the campaign.
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© Press Release 2016
