created by HGA Team • August 1st, 2022

On the 17th of June 2022, the Hanging Gardens Agency was awarded the prize for its creative content output for the #NationsFarm Foundation Campaign which was featured across Al Rawabi’s social media channels.

The #NationsFarm campaign was shot directly at the Al Rawabi farm in Al Khawaneej with live interaction and connection with the cows’ herd and the team looking behind their nutrition, health, and behavior. The purpose was to show the farm as it is, without faking or creating scenarios. The objective was to give people a raw access to the behind the scenes of the Al Rawabi’s products production, and how the term “Fresh from the Farm” is real in action coming from a brand who is transmitting authenticity to its loyal audience.

“Due to Covid-19, the Al Rawabi Farm was closed for a while to the public and all activities had to come to a halt. The Hanging Gardens Agency came up with the foundation campaign to allow all of Al Rawabi’s followers to access the behind the scenes of the farm through all available digital channels as an act of ethical marketing being the fundamental drive of the agency. Winning this MENA Digital Award is the proof that with a proper strategy and ideation, engagement and virality can be achieved across all social media platforms through creative content and storytelling” comments Roger Halaby, CEO of the Hanging Gardens Agency.

The campaign was executed over a one-day shoot, following all of the Covid-19 related measures with a professional digital production team specialized in content production including drone engineers. The whole production crew was tested negative to Covid-19 with supporting PCR tests, the shots were not staged as the purpose was to show the content as raw as possible. The campaign was not supported with paid media as the objective was to leverage the platforms organically as the audience on social media reacts positively to authentic content and for showing the real act behind the brand/products they are consuming.

The campaign generated high levels of organic interactions and engagement on the social media platforms, with results exceeding expectations. The organic content went viral across several platforms, including LinkedIn where some of the posts got almost 100,000 impressions and more than 30,000 views organically.

The strategized split across all relevant social platforms from TikTok to LinkedIn helped increase awareness through an engaging campaign while activating communities with content that was both educational and informational, but most importantly relevant to them.

This award comes as a result of hard work of team members at the agency and stakeholders. Throughout all the market clutter and competition, the Hanging Gardens Agency remains solid in practicing correct communication throughout all brief that goes into its pipeline.

About the MENA Digital Awards
The MENA Digital Awards is a bespoke awards show whose purpose is promote digital innovation and media in the MENA region. It is the first awards show to honor digital efforts in the region. The MENA Digital Awards offers the ideal platform to recognize excellence in the use of digital technologies and media and honor the people and brands behind this progress that takes the communication industry to the future. The 2020-2021 MENA Digital Awards Ceremony was held on June 17th at The Westin Dubai Mina Seyahi Beach Resort and Marina.

About the Hanging Gardens Agency
Originally launched in 2019, the Hanging Gardens Agency is a communication boutique concept built on the understanding that today’s most consumed currency is cost-effective creative content, along with brand experience and social media interaction, as it’s never been more important for a brand, a business, or an individual to stand out from the digital crowd. The agency follows a customer-focused, boutique business model, that offers personalized communication solutions, in-depth study of clients’ budgets versus desired return on investment. To know more, visit https://hanginggardens.agency