ADNOC Distribution has enhanced its social media portfolio with the launch of its Instagram and YouTube channels and the upgrade of LinkedIn. The visually-driven Instagram and YouTube will focus on brand positioning and affinity, while the company’s fully-fledged LinkedIn presence will aim to position ADNOC Distribution as a thought leader within the energy industry. ADNOC Distribution started its social media presence in October last year with the launch of its Facebook and Twitter pages – both with a strong consumer focus, and targeting the UAE’s motorists and residents.
“There are 400 million active Instagram accounts in the world and 25 million of these are in the MENA region. YouTube is currently the world’s third most visited site, and the growth in watch time on YouTube is up over 80% year on year,” said Saeed Mubarak Al Rashedi, Acting Chief Executive Officer, ADNOC Distribution.
“We understand the massive marketing value of all of these channels, and we are now ready to step up our presence among our community.”
For the YouTube launch, ADNOC Distribution has produced a series of ‘social-first’ videos on the theme of ‘empowering lives’, portrayed through the story of two Emirati brothers. The videos invite viewers to join brothers Mansour and Ahmed on a journey across the UAE, showcasing the country’s richness and its inherent beauty. ADNOC Distribution powers the two brothers on their ride through the country’s seven Emirates: they leave their home in Abu Dhabi at sunrise and spend the whole day exploring the country, before arriving at their chosen destination in Fujairah to enjoy surfing – an environmentally friendly sport, with increased popularity among the community. It’s a journey of initiation for the young brother, with the older brother passing on his knowledge, while also having a fun day out together. Throughout their ride, the two brothers bond together while discovering the beauty of the UAE’s cities, the desert, the mountains and the sea.
“Our YouTube strategy focuses on story-telling to maintain engagement,” said Khalid Hadi, Vice President, Marketing & Corporate Communications, ADNOC Distribution. Our ‘hero video’ follows the two brothers’ journey and is supported by a mini-series of short videos showcasing a number of products and features found at ADNOC Distribution service stations across the UAE. All videos will be hosted on the official ADNOC Distribution YouTube channel, but will be released across different social media platforms over the coming months, such as Facebook, Twitter and the newly-launched Instagram channel,” Hadi added.
Through Instagram, the company aims to increase its brand awareness through mix of visually-driven content and images taken by our customers. With content pillars divided into ‘Getaway’, ‘Motion’ and ‘Real life’, the platform will be sharing moments that happen at the company’s locations, post videoclips optimised for Instagram, and promote the ideas of escaping and relaxation, powered by ADNOC Distribution.
“We know that Instagram has the power to move people — inspiring them to see a business differently or take action. Audiences are looking to be inspired, and we are ready to do so,” said Hadi.
“The fact that we are now across all major social media platforms reinforces ADNOC Distribution’s vision to be a consumer-focused company, reaching its customers through the channels they mostly use. In the short time our channels have been live, we have already seen a significant interest within our community – with over 100,000 likes on Facebook and 20,000 followers on Twitter, We are looking forward to more engagement with our customers,” he added.
ADNOC Distribution is also upgrading its LinkedIn presence, with targeted ‘Home’ and ‘Careers’ tabs and a content strategy that will see a mix of industry-driven posts and insights from the company’s staff. ADNOC Distribution will be using the platform to further connect with business members within the GCC and internationally and to enhance its role as an opinion leader within the industry.
