Rounding up the fieriest stories
Following an action-packed first month of the year, February surely did keep up the intensity with lots of trending stories, events and controversies to remember. Join us as we look back at some of them in our signature social media roundup.
TWITTER >> HOST-LESS #OSCARS2019 CEREMONY UNFOLDS LIVE ON TWITTER
Held on February 24 at Hollywood’s famous Dolby Theatre, the host-less 91st Academy Awards ceremony honored the biggest films of 2018, jumping 12 percent in terms of viewership for the first time in 5 years. Out of the 24 total competition categories, Queen frontman biopic Bohemian Rhapsody won the most statuettes [4] including Best Actor for Rami Malek’s portrayal of Freddie Mercury, followed by biographical comedy-drama Green Book, which earned the coveted Best Picture award in addition to two others, a tie with fellow nominees Roma and Black Panther, also snatching three awards each. Just like every year, the Oscars were the talk of Twitter before, during and after the ceremony, prompting the corresponding hashtag #Oscars2019 to the top as movie fans all over the world took to the platform to tweet their predictions, opinions and live impressions of the event. And while many had high hopes for Lebanese filmmaker Nadine Labaki’s Capernaum in the Best Foreign Language Film category given the international attention it received [leading to a parallel resurgence for the #Capernaum hashtag], it was predictably Alfonso Cuarón’s Roma that took home the award. But the most commented on moment of the night hands down was Lady Gaga and Bradley Cooper’s passionate live performance of their Shallow duet from A Star Is Born after it won Best Original Song.
>> LEBANESE JOURNALISTS FACE LAWSUIT OVER #KHAMENEI CARICATURE
Four Lebanese media practitioners including news anchor Dima Sadek, political satirist Nadim Koteich, journalist Omar Harkous and photographer Wael Ladki were sued for sharing an image of a controversial caricature from weekly French newspaper Courrier International representing Iranian Supreme Leader Ali Khamenei that was censored by Lebanese authorities through a sticker placed over it in all locally distributed issues. And while it was initially feared that the drawing would trigger politico-religious sensitivities among Hezbollah/iran supporters in Lebanon, the General Security’s action was viewed as a stark breach to freedom of speech by a large majority of the online community that went on to post/retweet pictures of it in defiance of the censorship act, resulting in a heated Twitter dilemma between both ends of the spectrum. The lawsuit was by filed in Nabatieh by Fadi Hodroj, a lawyer who is said to be closely tied to Hezbollah, on the premise that the caricature in question insulted a prominent religious figure venerated by a significant chunk of the Lebanese population. Meanwhile, fellow media figures and activists jumped to the defense of their colleagues, championing freedom of speech in Lebanon and opposing all forms of political censorship by authorities in.
>> #NOTBEFORE18: PROTESTING CHILD MARRIAGE IN LEBANON
Following in the footsteps of its award-winning #Notbefore18 campaign launched in 2017, the Lebanese Women Democratic Gathering (RDFL) organized a public protest against child marriage on March 4. Eager to make their voice heard and push towards passing a law increasing the minimum age of marriage to 18, hundreds of participants braved the heavy rain to march from their meeting spot in Adlieh towards the Lebanese Parliament building in downtown. The manifestation was supported online through trending hashtag #Notbefore18 in both its English and Arabic versions. A number of MPS such as Paula Yaacoubian and Elias Hankach joined the protest to showcase their support for the cause, brought to light again after the appointment of new Interior Minister Raya El Hassan who expressed interest in reinitiating the civil marriage debate in Lebanon.
>> LEBANON SUPPORTS NATIONAL BASKETBALL TEAM IN THE FIBA WORLD CUP QUALIFIERS UNDER #THISISMYHOUSE
In order to secure a chance of participating in this year’s FIBA World Cup, the Lebanese national basketball team had to face New Zealand and Korea on February 22 and 24 respectively at Zouk Mikael’s Nouhad Nawfal Sports Complex in the FIBA World Cup 2019 Asian qualifiers. Fans shared their support for the team under the hashtag #Thisismyhouse ahead of both games, prompting it to the top trending hashtags in Lebanon for the entire weekend. Unfortunately, after losing against New Zealand at the last minute 69-67, Lebanon wasn’t able to beat Korea in the following match, losing its chance of qualifying for its fourth world cup after 2002, 2006 and 2010.
FACEBOOK STORIES AND ACTIVATIONS THAT CAUGHT OUR ATTENTION Bank Audi Takes on Creative Storytelling with Café El Hay
Bank Audi posted the sixth and final episode of its web series Café El Hay on February 26, marking the end of a compelling campaign to promote its digital solutions using a creative storytelling approach. The series was initially launched on January 16 through a heavily promoted trailer showcasing all the different characters and the first full episode was released on January 22, followed by five others that were posted on a weekly basis. The Lebanese-tinted storyline is simple and relatable: a group of ambitious youth brave a number of struggles to save their neighborhood’s café with the help of Bank Audi’s digital solutions, which contributed to the overall success of the project, setting a great example for the industry at a time when most Lebanese banks are still afraid to venture into more creative/experimental online advertising tools to promote their services. A second season could be in the works according to a post shared to Bank Audi’s Facebook page after the end of the series asking fans whether they’d like to see another season of the web series.
Father Sets Himself On Fire in Front of Daughter’s School, Leaving Lebanese Community in Outrage
The Lebanese community was outraged on February 9 after a father set himself on fire in front of his daughter’s school at the town of Bkeftin in Koura after struggling to settle her tuition. The tragic incident unfolded after Zreik went to the school to ask the administration to provide him with a transcript that would allow him to enroll her in a more affordable public school, but when his request was denied, he threatened to set himself ablaze, which he proceeded to do. Everyone expressed outrage at the tragedy, using it as a stark example of Lebanon’s dramatically deteriorating socio-economic situation and grueling living standards across countless social media posts that morphed into a nationwide online discussion. In the wake of the incident and resulting public outrage, Education Minister Akram Chehayeb ordered an in-depth investigation and announced in an official statement that the ministry will cover all the educational expenses of Zreik’s children.
INSTAGRAM INSTASNAPS OF THE MONTH BEIRUT MARATHON DRAWS UPON INFLUENCER CAMPAIGN TO PROMOTE ANNUAL WOMEN’S RACE
In order to promote its annual Women’s Race set to take place on March 31 at the Port of Beirut in its 6th edition to date, the Beirut Marathon Association embarked on an influencer campaign capitalizing on this year’s headline: draw your path. Simply put, the activation consisted of public figures and influencers posting a black and white picture of them with a unified pink dash symbolizing the message behind the race added upon their cheek while using the Lebanese hashtag #Anamaaki which translates into #Isupportyou. The message was meant to be “a call to action for all women in Lebanon to keep moving forward, and to rise to the challenges of every day no matter how big or small” as mentioned in one of the social media posts promoting registration for the race. Simple and focused, the widespread campaign marked the Lebanese Instagram community throughout the month of February.
NATIONAL GEOGRAPHIC BECOMES FIRST BRAND TO EVER HIT 1 MILLION FOLLOWERS ON INSTAGRAM
February 19 marked a major milestone for National Geographic, which became the first ever brand to hit 100 million Instagram followers, a bar that was previously reserved for major celebrities and pop stars. In celebration of this oneoff Instachievement, Nat Geo launched a photo contest on its Instagram page under the hashtag #natgeo100contest. “To enter simply post your most Nat Geoinspired photo to your Instagram account using the hashtag #natgeo100contest. Ten winning photos will be posted to the @natgeo feed, and one grand-prize winner will win a Nat Geo photo safari trip to Tanzania. Good luck!” the caption read. Talking numbers, the publisher garnered over 42 billion Instagram impressions in 2018 [both organic and paid] and its revenue from social advertising was up by 80 percent last year compared to 2017. Congratulations!
#STCCLOSINGITSSTORES, A BOLD MOVE FROM THE TELCO COMPANY
As you know, 2018 was a transformative year for Saudi Arabia, but what you might not know is how 19 December in particular, was a game-changer. That was the day, Saudi Telecom Company (STC), encouraged its clients to totally forget its stores existed. It closed all 220 branches across 118 cities in the Kingdom’s 2.1 million square kilometers of territory.
No warning. No prior notice. How did the company justify such a bold move? STC had been offering digital alternatives for a while, yet clients still chose to complete their transactions in the traditional way at a branch. By suddenly closing its stores, people had no choice but to adapt. And overnight, behaviour shifted. According to a press statement, sales rose by 500% on the MYSTC app; sales rose by 86% on digital channel; MYSTC’S store sign-up increased by 13%; digital transactions increased by 12%. In 24 hours, #Stcclosingitsstores generated 20 million social impressions and was Saudi Arabia’s number one trending topic on Twitter, and second in the world; Google Play data recorded a 14% increase in weekly active users of MYSTC app which was sustained well after the activation; Google search data demonstrated "My STC" keyword grew by 24% in the 3 weeks following the store closures. By redirecting people to its suite of digital self-service channels, the telco demonstrated its pivotal role in spearheading the digital revolution in Saudi Arabia and moving the country into the future.
YOU TUBE 5 ARAB YOUTUBERS TO KEEP AN EYE ON
With the rise of video content in recent years, many people from the Arab World have found in Youtube an outlet for both self-expression and engagement with the community. In this issue, we look at some of Arab Youtubers who have succeeded in building their niche and attracting a loyal fanbase along the way.
Ibn Hattuta, Jordan | 116k subscribers
With over 116k subscribers, this young man is your reference when it comes to budget travel and interesting cultural discoveries. “We travel to rekindle the hope we lost, the hope in people, after being brought apart by policies, governments and media outlets, we travel to be closer to the populations, closer to truth, closer to happiness, closer to who we are,” he wrote on the premise behind his channel.
Maha Jaafar, UAE | 420k subscribers
Originally a Doctor of Dental surgery, this subtle comedian/content-creator from Sudanese-iraqi origins is on a mission to bring cultures closer all while introducing her own culture to the world. Known for her ability to mimic different Arabic accents, the vlogger successfully juggles her busy dentist career with her comedy pursuits and her videos appeal to young people who find the issues she raises about growing up in the Middle East to be relatable.
Ebrahim Ramzat, UAE | 61k subscribers
Known to be an ambassador of veganism to the Arab World, Ramzat focuses on providing practical insights to vegans or anyone who’s looking to change their eating habits and adopt a healthy lifestyle, after undertaking his own personal transformation around 10 years ago. But it doesn’t stop here as he also capitalizes on book reviews and travel experiences, which leaves room for more variety.
Rawad Habib, Lebanon | 11k subscribers
A trusted creative director by day, Rawad Habib is one of the rare people who create quality content that is specifically meant for Youtube in Lebanon, where Instagram is much bigger of a trend. His channel is essentially built around personality-based experiences [inspired from the approach of American Youtubers such as Tyler Oakly or Connor Franta] and always features a winning mix of entertainment and practical tips. Marked by meticulous aesthetics, Habib’s content is above all a reflection of his personal growth, evolution and inspiration.
Fly With Haifa, UAE | 667k subscribers
A passionate traveler and people lover by nature, Dubai-raised Palestinian Youtuber Haifa Beseisso launched her own Youtube channel ‘Fly With Haifa’ shortly after graduating from the American University of Dubai's digital production and storytelling program. Featuring both guides, vlogs and casual social experiments, the channel aims to celebrate cultural exchange, discover new parts of the world in a personal way and encourage people to follow their dreams. Her fresh and consistent style has attracted a number of brand endorsements along the way from the likes of Canon, Dove, Lipton and Pandora to name a few, resulting in 85 percent of her income originating from campaigns. Her last video gathered over a million view.