STRICTLY CONFIDENTIAL - Eastline Marketing

STRICTLY CONFIDENTIALNote: This presentation is confidential and intended solely to the recipient. It may contain privileged and confidential information. If you are not the intendedrecipient, you should not copy, distribute or take any action based on it. If you have received this file by error, please delete it without reading it.

VALUEPROPOSITIONWe are helping brands connect to consumersusing a full array of digital marketing servicessupported by a proprietary technologyplatform and a unique market intelligencedatabase focused on the Arab region.3

5CUSTOMER BENEFITSBy using ELM’s 3-tier model (Services, Technology, Intelligence),our clients can:• Increase brand equity, exposure and affinity.• Have more cost-effective marketing campaigns.• Create and build communities.• Listen to consumers feedback.• Generate quality leads.• Increase sales.• Gain market insights and competitive benchmark.DIGITAL MARKETING SERVICESTECHNOLOGY PLATFORMMARKET INTELLIGENCEEastline is riding the emergence of social media marketing in the Arab world.The state of digital marketing in the Arab region now, is similar to what it was in the late 90s in the US.The growth potential is massive. Eastline is building the first consumer behavior database in the Arab region." … we won each other's partnership, trust, shared knowledge, and one of the best team plays I took part in. We now knowhow we can collaborate more together in the best efficient manner. Thank you for thinking the purple way & inducingMindshare's strategic framework in your thinking. Personally & in the team's POV we beat all odds and we did a marvelousjob. Cheers! "Rasha Rteil - Digital Strategy Levant- Senior Exchange Manager

6CLIENT SELECTIONREGIONAL CLIENTSINTERNATIONAL CLIENTS

7SERVICES• Social Marketing: We help brands take part inmeaningful conversations that create engagement andhelp build relationships with their fans. Our servicesinclude: Social media strategy, community management,content development, bloggers outreach & seeding.• Search Marketing: We ensure brands are discoverableand present wherever consumers are searching, throughan extensive history in search marketing. Our servicesinclude: Search Engine Optimization & Paid SearchMarketing.• Consumer Insights: We offer brands withcomprehensive sets of data & insights to help thembetter understand their customers likes & interests. Ourservices include: Social listening, brand & competitiveassessment, sentiment analysis.• Creative & Technology: Our Creative & Technologyteam provides the appropriate input to ensure yourstrategy is properly implemented.• Measurements & Analytics: We provide brands withaccurate & proper analysis, both quantitative andqualitative in order to better pinpoint the opportunitiesthat lay ahead. Our services include: Attribution, mediamix modeling, business intelligence & forecasting.• Media Planning & Buying: We approach mediaplanning and buying through a scientific point of view,using technology to accurately forecast your mediacampaigns, putting you in the right place at the righttime.• Mobile Marketing: We offer brands with mobilemarketing solutions, aimed at leveraging this increasinglyconnected environment through accurate consumertargeting. Our services include: Mobile strategy,application & website development, mobile advertising,mobile SEO, mobile reporting & analytics.• Strategy: With a consumer behavior mindset, wedevelop objective-driven strategies that help brandsachieve their goals. Our Services include: Brand strategy& planning, content strategy, digital architecturedevelopment, brand voice development, social strategy,search strategy (SEO & SEM), and mobile strategy.• Digital Education & Training: We provide workshopsand training to aid brands in understanding the latestdigital advancements and how they can impact theirmarket and brand.

8TECHNOLOGY PLATFORMEastline’s proprietary technology platform allows rapid execution of our services. From strategic planning to appdevelopment to performance analysis, we focus on centralizing all our activities within the realm of this platform. Themajority of the platform’s components are private and used exclusively by Eastline. However we recently launched apublic and limited version of the platform (SWEEPZ). This version allows any Internet user to create draw orsweepstakes promotions for their Facebook pages.This is where all promotions aremanaged by Eastline’s team.Parts of the platform, mainlycampaign statistics, areaccessible by the client.

Market Intelligence At the core of ELM’s offering is a unique proprietarydatabase of market insights spanning customersegments across different geographies and industriesand focused on the ARAB region. One of the oldest and largest region-specificdatabases among its peers in the region. Data types: Behavioral (Non-pii, cookie-based data),demographic (Opt-in Pii Consumer data) and SocialGraph (Data collected using Facebook API). This database is used extensively in strategicplanning, benchmarking and evaluation.10

11KEY TEAM PROFILES (MANAGEMENT)MARC DFOUNICEO / MANAGING PARTNER17 YEARS OF ONLINE MARKETING EXPERIENCEMarc Dfouni holds a Bachelor and a Masters degree in Management Information Systems and KnowledgeManagement from Concordia University. Marc has worked in various fields including Business Process Coordinator,Inventory Coordinator, as well as Y2K Consultant at Microcell Solutions, Canada. After one year as a Project Managerat BlueSponge Inc, a leading Canadian interactive solutions company, Marc was promoted to General Manager andChief of Operations. Amongst his biggest accomplishments at BlueSponge, Marc has created an online marketingdepartment in which he formed and trained a team.He has also managed high scale projects that have won numerous awards including South by South‐West,Canadian New Media Awards, Vidfest, Webby Awards, Gemini Awards, New York Festivals, Boomerangs, BIMA(British interactive media awards), Bell Fund 10 year anniversary award, Moebius United Nations Designaward, Digital Marketing award, Prix Media and the most prestigious Cannes Lion d'Or. He has been recentlyselected as an Endeavor High Impact entrepreneur as well as received the British Council Young Creative EntrepreneurAward.In 2006, Marc co-founded Eastline Marketing of which he is currently the CEO. He's also GM and Co-founder ofEastline Holding, the mother holding of the Eastline Marketing group of companies.“We have been working with Eastline Marketing since 2008 and they’ve been handling our online marketing activities,including building and maintaining our website, doing our online buying , developing social media activities and othertasks on a need basis… They regularly monitor our online performance and provide us with detailed reports whichinclude strategic recommendations to ensure that our online presence is always optimized. The team is young anddynamic and has proven to be both efficient and professional.”Mark Daher – Managing partner and member of the board – FXCM MENA

12KEY TEAM PROFILES (MANAGEMENT)NEMR NICOLAS BADINEMANAGING PARTNER17 YEARS OF ONLINE MARKETING EXPERIENCENemr Nicolas Badine holds an Electrical Engineering degree from Concordia University with a specialization incomputer systems. During his 10 years of research and development experience first at Nortel Networks (NASDAQ:NRTLQ) then at LSI Industries (NASDAQ: LYTS), Nemr gained extensive engineering knowledge and in-depthexpertise in the software, hardware, web development and computer networking fields. Nemr designed multimediasystems that were deployed in high-profile live performance and entertainment projects for bands and artists like U2,Paul McCartney, Madonna, Janet Jackson, Celine Dion, Bon Jovi and Robbie Williams, as well as sports, advertising,architectural and financial venues such as the NASDAQ square, the New-York Yankees Stadium and the Clear Channeladvertising network. He has been recently selected as an Endeavor High Impact entrepreneur.In 2006, Nemr co-founded Eastline Marketing. He currently heads the business and product development activities ofthe company. He's also CEO and Co-founder of Eastline Holding, the mother holding of the Eastline Marketing group ofcompanies.“We have been working with Eastline Marketing’s team for the past two years on twoleading online marketing projects – Kotex and Huggies – and it has proven to be a veryprofessional and satisfying experience. Their knowledge of the industry enables them toprovide innovative ideas coupled with their online marketing expertise that is equallyrelevant for both strategic as well as tactical initiatives. Our latest campaign was the launchof Huggies Lebanon online activation which success has proven to be the highlight of ourQ4 plan.”Isabelle Aoun – Product Group Manager Kimberly Clark – OCP

13TEAM MEMBERS AWARDS & ACHIEVEMENTSHISTORYAt Eastline Marketing, our intellectual property is the most valuable asset. Our team’s dedication to passionatelyprovide the most professional service to our partner agencies or clients is reflected through our corporate’s corevalues: dedication, professionalism, over achievement, leadership, transparency and innovation.Combined, Eastline Marketing’s team members have earned the following awards and achievements during theircareers in addition to hundreds of other nominations:• First place at the mobileDevAppLB 48h hackathon byTouch Cloud 2013• Awarded Top 20 Entrepreneurs2012 by Executive Magazine• 3 Cannes Lion d'Or• 2 Cannes Lion Silver• South by South‐West (SXSW)• Endeavor High Impactentrepreneurs since 2011• BIMA (British interactive mediaawards)• British Council Young CreativeEntrepreneur Award• Canadian New Media Awards• Vidfest• Webby Awards• Gemini Awards• New York Festivals• Boomerangs• Bell Fund 10 year anniversaryaward• Moebius United Nations Designaward• Digital Marketing awards• Prix Media and the mostprestigious• Gemini• Grafika• Canadian New Media Awards

CREATIVE CAPABILITIESEastline Marketing works with two of the most renowned creative directors covering the MENA and USA/Canada regionwho have stacked over 30 international awards in addition to hundreds of nominations. For each project, they set thecreative direction and manage the creative team throughout the execution of the designs, as well as any third partycreative production entity when needed.Refer to above case studies for creative examples.TECHNOLOGY & BUILD CAPABILITIESOur technical team is composed of experienced and senior web and mobile developers with the following capabilities:• Web development and languages: HTML, XHTML, HTML5, Javascript, AJAX, CSS, PHP, Oracle Web server, XML,ASP, J2EE Web applications, jQUERY, Flash Actionscript and more.• Databases: mySQL, Oracle, Microsoft Access, Paradox, MS SQL Server.• Platforms: Windows, Linux.• Facebook application development using Facebook’s Graph API, social plugins, PHP SDK/Javascript SDK/Flash• Mobile Development:• iPhone/iPad (Objective C - Native Development using XCode).• Android (Java - Native Development - Android SDK).• Blackberry (Java - Native Development - Blackberry SDK).• Windows (C# - Native Development - Visual Studio).• Game Development - Unity 3D expertise.“Gabriel Bocti s.a.l started the digital experience with Eastline Marketing team. You were the pioneer in the digital in Lebanon and at thepath and dynamic you are going I am sure there will be even more successes. Stoli Brand, one of the brands that you handled guyshave surely benefited a lot from your expertize and got a great exposure on the net… all the best.”Jeanine Ghosn - Managing Director – Gabriel Bocti SAL14

15AFFILIATIONS TO OTHER AGENCY NETWORKOR MEDIA SUPPLIERAlthough Eastline Marketing has no legal affiliations with any other agency network, below is a list of some agencieswith whom we regularly cooperate on various levels.“I had the occasion to work withEastline Marketing. After the firstassignment, I started to considerthem as a trusted partner. Theydeliver high quality material, withtight deadlines and they give theextra mile always wellappreciated”.Roy Farhat - CIO & Chief DigitalOfficer - Grey group Middle East &North Africa

16TEAM MEMBERS TASKSROLEACCOUNT DIRECTORSTRATEGIC PLANNERSOCIAL MEDIA MANAGERSOCIAL MEDIA SPECIALISTTECHNICAL / CREATIVETASKS & RESPONSIBILITIES• Point of contact with Client Leadership Director.• Manage all approvals and content required from the client.• Constantly update client on digital activities.• Listen to feedback from the client and share them with the rest of the team.• Follow through with client requests and make sure they are attended for in a timely manner.• Optimize the online marketing strategy with client.• Align with internal team on the correct execution of the strategy.• Review results and optimize the strategy going forward.• Responsible of the correct execution of the social media strategic plan.• In constant contact with the account director and the social media specialist.• Conduct, gather and analyze market research.• Identify threats and opportunities in user generated content.• Coordinate with media buying units (if need be).• Crisis Management Control.• Analyze existing and potential media activities.• Be present at Brand’s sponsored events.• Ensure that a consistent communication message is delivered.• Manage presence in social networking sites.• Become an advocate of your client’s in social media spaces.• Consistent reporting based on a daily basis, a monthly basis and activation basis.• Respond to community questions and comments based on the communication plan.• Flag problematic community members.• Redirect high level support questions to client’s support department.• Follow up with community members on pending issues and make sure they are resolved.• Generate daily reports and share them with the community and account manager.• In charge of adapting the visuals to the social networks (Profile setups and branding, implementingpage tab visuals, animating visuals for the social networks, setting up social tracking URLs).• Technical intervention and problem solving (what other non-technical team members cannot solve).• The programmer handles all smaller tasks that do not require a separate production costing.

LOCATION OF OUR TEAMSEastline Marketing’s team is present in three countries for the time being: Lebanon, KSA, and Canada. Although ourteam can travel easily, we also have the connections needed to rapidly deploy the required resources around theregion."Eastline was among the first companies in Lebanon to talk a different language, the language of social media. One canconsider the team as pioneers in this field. A young, fresh team with innovative ideas and full of potential. Ourpartnership on many projects was a successful one."Naji Boulos – Managing Director – Memac Ogilvy17

SELECTEDCASE STUDIES“I have closely worked with Eastline Marketing for over a year now. EM hasbeen managing Waterfront City’s social media platform and are verysuccessful digital communication partners. Engaging with our communityhas been very positive due to EM’s strength and experience in the field.”Selim Yasmine – Marketing Manager - Majid Al Futaim18

"We worked on many projects with EastlineMarketing & it was a success story every time.Online the guys are talented, offline they're apassionate team and a pleasure to work with!"Sara Assaf – General Manager –IntermarketsSELECTED FACEBOOK APPSDEMOS (click to open)Facebook Application - Stoli Gold - Coupon & JackpotFacebook Application - Al Wadi Al Akhdar - Mom Sweet MomFacebook Application - Al Wadi Al Akhdar - Guess the DishFacebook Application - Al Wadi Al Akhdar - Kitchen Follies QuizFacebook Application - Salsa MENA - Guess Your FriendsFacebook Application - Pepe Jeans London - Find Pepe!Facebook Application - Decathlon - Guess the PriceFacebook Application - Bershka MENA - The Fashion ReflexFacebook Application - Magrabi Optical - The Virtual Fashion Station19

20BERSHKA MENA102,300 LIKES (REGIONAL)88,000 PLAYSCLICK FOR DEMO:

21BERSHKA MENA*WHAT WERE THE OBJECTIVES? Create awareness about Bershka in the MENA region. Immerse Bershka MENA online. Reach the target audience in 7 countries. Promote the products.HOW DID WE DO IT? Create Advanced and Optimized Facebook page. Launch ongoing Facebook campaign. Create engaging content and moderate the page. Create an addictive game hosted on Facebook:“The Fashion Reflex”. Integrate viral features to the game. Launch burst campaigns on Facebook, Google, Yahoo andMSN. Influence fans based on their interests gathered throughintelligence.WHAT DID WE ACHIEVE? Period of time: September 2011 - present. Recruited 102,000 fans on Bershka MENA Facebookpage. Increased engagement on the page. 4,309 players (2,731 in English and 1,308 in Arabic). 88,710 game plays.“Fashion Reflex”During the game, fans come across various Bershkaproducts and need to guess whether they are Boys orGirls items.To keep the game upbeat and challenging for the user,traps are incorporated into the game as follows: The bomb Trap makes fans lose in the game. The freeze Trap makes fans lose time. The reverse Trap reverses the game controls for aperiod of time.In addition to the product items displayed, fans alsoreceived photos of friends to specify their gender (Girlor Boy).The highest scorers wins a $200 Bershka voucherevery week.The winners are determined by the fans that are thequickest in guessing correctly the maximum amount ofitems within a 3 minute timeframe.* More details available in the appendix

22SALSA MENA51,200 LIKES (REGIONAL)46,000 PLAYSCLICK FOR DEMO:

23SALSA MENA*WHAT WERE THE OBJECTIVES? Increase awareness and visibility of Salsa in the MENAregion. Create a direct channel of communication withconsumers and engage them. Promote the Spring/Summer collection of Salsa for bothMen and Women. Localize the global strategy.HOW DID WE DO IT? Revamp the existing Salsa MENA Facebook page. Launch ongoing and burst Facebook campaigns. Create engaging content and moderate the page. Create an addictive memory based game hosted onFacebook: “Guess Your Friend”. Integrate viral features to the game. Influence fans based on their interests gathered throughintelligence.WHAT DID WE ACHIEVE? Period of time: May 2012 - present. Recruited 51,200 fans on Salsa Mena’s page. 5,577 players. 45,928 game plays.“Guess Your Friends”During the game (memory style), users find a set ofclosed pictures from Salsa’s latest collection. Eachpicture contains an identical copy in the set. Users needto find the identical pictures in order to reveal the hiddenFriend.When users discover matching pictures they areremoved from the dock to reveal the hidden friend’spicture. The more they discover matches, the easier itgets to guess which friend hides behind the picture.The faster they guess, the higher the score.The winners are determined by the fans that are thequickest in guessing correctly the maximum amount oftheir friends.* More details available in the appendix

24DECATHLON31,000 LIKES (Lebanon)13,500 LIKES (Kuwait)23,500 PLAYSCLICK FOR DEMO:(LEBANON)CLICK FOR DEMO(KUWAIT):

25DECATHLON*WHAT WERE THE OBJECTIVES? Create awareness about decathlon and their BlueProducts both in Lebanon and Kuwait. Increase visibility of decathlon’s stores openings. Reach the target audience, emphasizing on the tagline“one store, 70+ sports”.HOW DID WE DO IT? Create Advanced and Optimized Facebook pages forLebanon and Kuwait. Launch Facebook ads, Koora and Google Placements. Create engaging content and moderate the pages. Create an addictive game hosted on Facebook: “Guess ThePrice”. Integrate viral features to the game. Launch burst campaigns on Facebook and Google. Influence fans based on their interests gathered throughintelligence.WHAT DID WE ACHIEVE? Period of time: September 2012 - present. Recruit 13,500 fans for Kuwait and 31,000 fans forLebanon. Increase engagement on both pages. 2000 players. 23,500 game plays.“Guess the Price”During the game, fans come across variousDecathlon products and need to guess the price foreach of these items.Once fans enter the price, they get a price accuracyindication, TOO HIGH or TOO LOW.Once the fan guesses the price correctly, they receiveTHE PRICE IS RIGHT indication and the next imageis shown.The highest scorers win a $30 Decathlon voucherdaily.The winners are determined by the fans that are thequickest in guessing correctly the maximum amountof items within a 60 sec timeframe.* More details available in the appendix

26PEPE JEANS1,500,000 LIKES (GLOBAL)24,500 PLAYSCLICK FOR DEMO:

27PEPE JEANS*WHAT WERE THE OBJECTIVES? Awareness about Pepe Jeans London. Turn Pepe into a playful yet cool and mysteriouscharacter. Build brand equity.HOW DID WE DO IT? Create an addictive game hosted on Facebook: “Where isPepe?”. Integrate viral features to the game. Launch burst campaign on Facebook.WHAT DID WE ACHIEVE? Period of time: May 2012 - present. Recruit 26,234 fans. Increase engagement on the page. 1,226 players (382 in English and 844 in Arabic). 24,424 game plays.“Find Pepe”During the game, fans are shown a series of photosfrom Pepe Jeans collection where Pepe Jeans logo ishidden and the fan has to find the logo by clicking onit.Once the logo is found the next photo is displayed.The highest scorers win a $200 voucher every week.The winners are determined by the fans that are thequickest in guessing correctly the maximum amountof photos.* More details available in the appendix

28"Working with Eastline has been a dream. The team isvery efficient, always available to discuss any issues.No idea for them is too big to implement. Keep up thegreat work."Raya Mamarbachi Malhame - Regional DigitalCommunications Director – Mac Mena Group | MESELECTED WEBSITE DEVELOPMENT“Eastline Marketing has done a tremendous work for The Famous Grouse Whisky and Jim Beam Bourbon from initiation,development, maintenance and with their hard work, dedication, creativity they managed to achieve the targets andobjectives that were planned. I enjoyed working with each member of the family and yes family not team, it was one of themain reason I am their client.”Ramzi Nohra – Marketing Manager – Ets. Antoine Massoud SAL

LOVE LETTERS TO THE FUTURELove Letters to the Future was launched in November 2009 as a platform for the general worldwide public to raise theirawareness about climate change, allow the submission of love letters to their grandchildren and play an ARG‐likelocative game. This project has earned Eastline Marketing two webby awards, a gemini award, and was nominated atthe Lions d’Or.29

MADEINMTLMadeinMTL.com is both an environment as well as an exploration tool. Its user navigation seamlessly exhibitsmultiple windows where users select, search and view urban itineraries in an organic environment that reflects not onlythe essence of the city but also that of its creators and collaborators and involves a fast growing community ofmerchants and public places throughout the city. MadeinMTL has won over 25 international awards.30

AL WADI AL AKHDARAl Wadi Al Akhdar is Lebanon’s favorite brand for the highest quality food products. The website lets users discover excellence andpassion in every single new product it launches. A dedicated blog is scheduled to go live soon. The site has won the Pan Arab WebAward 2012.31

INKRIPTThe Inkript Group fuses a tradition of excellence in the high security printing field with innovation in smart card-based solutions.As a result of the vibrant growth of their founders, Itani Printing & Trading (IPT), in three decades they have grown from adominant player on the local market to a global business. Today, they serve a portfolio of customers in over 25 countries.32

33“On top of what they do, every hour of the day, every day of theweek, it's a pleasure and relief to collaborate with like-mindedpeople who believe in what they offer: top-notch understanding ofthe online marketing realm.”Nathalie Fallaha – General Manager, Design Principal – Vit-eSELECTED BANNERS PRODUCTION“Eastline Marketing has a professional setup and pioneers in the online marketing field. They are doing a fantastic job onour Movie project “Ghadi” following on an hourly basis our social presence, and suggesting new ideas. The result has beenexceptional so far.”Gabriel Chamoun – Owner - The Talkies – Beirut – Cairo – Dubai

SELECTED BANNERS PRODUCTIONPlease follow this link for a banner showcase: https://www.youtube.com/watch?v=JNphtP2cmUk34

OUR ADDEDVALUE"We have been working with Eastline Marketing for over a year now. They have providedus with yearly strategic online marketing solutions, including social media applicationsideation and development, social media training for our staff member, online advertising,website development and search engine optimization. Eastline Marketing employs aresponsive and professional team, with great & innovational ideas, always on top ofthings! We highly recommend them to any brand that wishes to perform well online.”Gay Mandour - Marketing Manager - Al Wadi Al Akhdar S.A.L35

A STORY TO TELL …We have been serving the local and regional markets formore than 7 years and have gathered considerableknowledge and experience. This allows us to confidentlystate that online marketing is still an ambiguous field in theregion.It’s understandable that agencies are finding it difficult tojustify their digital budget expenditure vs. results to clients.The willingness to invest in online marketing is clearly therebut the medium’s ROI, specifically social media marketing,is still unclear to them.Moreover, we have noticed a common trend in some of ourclients: Initially, they are excited to invest in onlinemarketing and test the medium. However, whenever weprovide them with our results, they are not quite sure whatto make of them. Their lack of experience and knowledge inthe business renders them unable to make any kind ofassessment, be it positive or negative. This eventuallyleads them to discontinue their online marketing initiative.We realized that what we knew to be great performingcampaigns didn't seem as great to those clients and thatput us in a difficult position.Faced with this conundrum, we wanted to show our clientsthe medium’s value and tried to explain the importance ofinvesting in online marketing.However, there was just not enough data in the regionthat allowed us to benchmark against external criteria andpresent them with a comprehensive competitive analysis.Even the biggest companies specialized in digitalanalytics such as ComScore were unable to provide uswith substantial data.Consequently, we decided two years ago to rethink ourbusiness model and shift our efforts towards investing inthe development of a unique platform. This would allow usto build a regional marketing database and GATHERMARKET INTELLIGENCE.By analyzing our acquired market intelligence, we arenow able to provide our clients with a hands-oncompetitive analysis and justify cost and ROI.We are a team with a vision. We believe that what sets usapart from the competition are our digital strategies, whichare backed up by local/regional market intelligence andhands-on experience. In terms of added value, we canprovide you with agency insights from our database andregional market data that no one else has.36

37ADDED VALUE SERVICESFurthermore, we are lucky and proud to have such amazing people working at Eastline. All employees at Eastline are in astate of mind where they are building a career and not just have a job and therefore, over the years they have workedtirelessly to become the best at what they do.In order to provide our client with unequal service, we had to look into the best tools, solutions and certification out there.Therefore, each department and its respective members had to undergo specific certifications and training.SOCIAL MEDIA DEPARTMENT Social Bakers Analytics Pro. Engagor Social Media Management & Analysis. Sweepz Platform. Facebook Studio Training Sessions.MEDIA DEPARTMENT Google Adwords & Analytics certification. OpenX and DFP Ad server platforms.SEO DEPARTMENT http://www.seomoz.org/beginners-guide-to-seo http://www.quicksprout.com/2013/01/24/the-advanced-guide-to-seo/PROJECT MANAGEMENT PMP CertificationTECHNICAL DEPARTMENT Our technical department follows closely new technological developments (social, web, and mobile).

APPENDICES“I have had the great pleasure of working with Eastline Marketing’s team on three different projects; two in Lebanon and on in UAE during2011. In line with the Stolichnaya brand strategy to focus on digital engagement, we wanted a strong partner with expertise in the field.Eastline Marketing team developed the media plan, managed the daily conversation on the Facebook page, developed Facebook application,supplied timely feedback, promptly supplied recommendations and even sent part of the team to the events to enhance the engagement withthe consumer on the site…. Finally and due to above combined to the passion I witnessed with the team , I am sure that our businessrelationship is just at its beginning.”Elias Fayad - Regional Director Africa Middle East - S.P.I Spirits (Cyprus) Ltd.38

DECATHLON LEBANONDECATHLON KUWAIT39

DECATHLON - BRAND AWARENESSWHAT ARE THE OBJECTIVES?• Create awareness about Decathlon in Lebanon andKuwait.• Increase visibility of Decathlon’s stores openings.• Reach the target audience, emphasizing on the tagline“One Store, 70+ Sports”.HOW TO REACH THEM?• Create Advanced and Optimized Facebook pagesfor Lebanon and Kuwait.• Launch Facebook ads, Koora and Google Placements.• Create engaging content and moderate the pages.WHAT DID WE ACHIEVE?• Period of time: September-Mid December 2012.• Recruit 10,160 fans for Kuwait and 20,704 fansfor Lebanon.• Increase engagement on both pages.40

DECATHLON - ACTIVATIONWHAT ARE THE OBJECTIVES?• Create awareness about Decathlon Blue Products inLebanon and Kuwait.• Emphasize on low prices at Decathlon.• Localize the global strategy which is price focus.HOW TO REACH THEM?• Create an addictive game hosted on Facebook:“Guess The Price”.• Integrate viral features to the game.• Launch burst campaigns on Facebook and Google.WHAT DID WE ACHIEVE?• Period of time: 19 December 2012-15 January 2013.• Recruit 2,878 fans for Kuwait and 8,403 fansfor Lebanon.• Increase engagement on both pages.• Amass 333 players in Kuwait and 1,550 in Lebanon.• Collect 6,133 game trials in Kuwait and 17,391 inLebanon.41

DECATHLON - POST ACTIVATIONWHAT ARE THE OBJECTIVES?• Retain the fans on the pages.• Create awareness about existing products.HOW TO REACH THEM?• Create interesting and engaging content.• Engage with fans based on their interests.• Launch light Facebook ad campaign onLebanon’s page from 16-23 January 2013.WHAT DID WE ACHIEVE?• Period of time: 16 January-9 March 2013.• Recruit virally 182 fans for Kuwait and 1,442 fansfor Lebanon.• Increase engagement on both pages.42

BERSHKA MENA43

BERSHKA - BRAND AWARENESSWHAT ARE THE OBJECTIVES?• Create awareness about Bershka in the MENA region.• Immerse Bershka MENA online.• Reach the target audience in 7 countries.HOW TO REACH THEM?• Create Advanced and Optimized Facebook page.• Launch ongoing Facebook campaign.• Create engaging content and moderate the page.WHAT DID WE ACHIEVE?• Period of time: 12 September-7 October 2012.• Recruit 34,662 fans on Bershka MENA Facebook page.• Increase engagement on the page.44

BERSHKA - ACTIVATIONWHAT ARE THE OBJECTIVES?• Create awareness about the Men Section at Bershka.• Promote the products.HOW TO REACH THEM?• Create an addictive game hosted on Facebook:“The Fashion Reflex”.• Integrate viral features to the game.• Launch burst campaigns on Facebook, GoogleYahoo and MSN.WHAT DID WE ACHIEVE?• Period of time: 8 October-5 November 2012.• Recruit 47,880 fans.• Increase engagement on the page.• Amass 4,309 players (2,731 in Englishand 1,308 in Arabic).• Collect 88,710 game trials.45

BERSHKA - POST ACTIVATIONWHAT ARE THE OBJECTIVES?• Retain the fans on the pages.• Create awareness about old and new collections.HOW TO REACH THEM?• Create interesting and engaging content.• Engage with fans based on their interests.• Launch light Facebook ad campaignfrom 6 November-31 December 2012.WHAT DID WE ACHIEVE?• Period of time: 6 November 2012-9 March 2013.• Recruit virally 53,949 fans.• Increase engagement on the page.46

SALSA MENA47

SALSA - BRAND AWARENESSWHAT ARE THE OBJECTIVES?• Increase awareness and visibility of Salsa in the MENAregion.• Create a direct channel of communicationwith consumers and engage them in the brand.HOW TO REACH THEM?• Revamp the existing Salsa MENA Facebook page.• Launch ongoing Facebook campaign.• Create engaging content and moderate the page.WHAT DID WE ACHIEVE?• Period of time: 7-20 May 2012.• Recruit 27,007 fans on Salsa MENA Facebook page.• Increase engagement on the page.48

SALSA - ACTIVATIONWHAT ARE THE OBJECTIVES?• Create awareness about Salsa’s products categories.• Promote the Spring/Summer collection of Salsa for bothMen and Women.• Localize the global strategy which is colors focus.HOW TO REACH THEM?• Create an addictive memory based game hostedon Facebook: “Guess Your Friend”.• Integrate viral features to the game.• Launch burst campaign on Facebook.WHAT DID WE ACHIEVE?• Period of time: 21 May- 21 June 2012.• Recruit 26,234 fans.• Increase engagement on the page.• Amass 5,577 players.• Collect 45,928 visits.49

SALSA - POST ACTIVATIONWHAT ARE THE OBJECTIVES?• Retain the fans on the pages.• Create awareness about old and new collections.HOW TO REACH THEM?• Create interesting and engaging content.• Engage with fans based on their interests.WHAT DID WE ACHIEVE?• Period of time: 22 June 2012-9 March 2013.• Recruit virally 3,437 fans.• Increase engagement on the page.50

PEPE JEANS LONDON51

PEPE JEANS - ACTIVATION & BRAND AWARENESSWHAT ARE THE OBJECTIVES?• Create awareness about Pepe Jeans London.• Turn Pepe into a playful yet cool and mysterious character.• Build brand equity.HOW TO REACH THEM?• Create an addictive game hostedon Facebook: “Where is Pepe?”.• Integrate viral features to the game.• Launch burst campaign on Facebook.WHAT DID WE ACHIEVE?• Period of time: 21 May-21 June 2012.• Recruit 26,234 fans.• Increase engagement on the page.• Amass 1,226 players (382 in Englishand 844 in Arabic).• Collect 24,424 game trials.52

VARIOUS ACTIVATIONS53

STOLI LEB – STOLICHNAYA GOLDOBJECTIVES:• Increase awareness and visibility ofStolichnaya Gold in Lebanon.• Create a direct channel of communication withconsumers and engage them in the brand.• Convert fans into actual consumers.SOLUTIONS:• Facebook Coupon code application.• Facebook Jackpot game.• Social media management.RESULTS:• Total number of Facebook page fans: 7,881• Total number of participants: 10,932• Total # of Active Codes entered: 4,430• Number of Access Counts: 10,701• Daily number of visits: 39,890PERIOD: 2 MonthsCLICK FOR DEMO:54

STOLI LEBANON/UAE – GCC CAMPAIGNOBJECTIVES:• Increase awareness and visibility of Stolichnaya Red inLebanon.• Synchronise global campaign to local communication.• Create a direct channel of communication withconsumers and engage them in the brand.SOLUTIONS:• Facebook competition application.• Social media management.RESULTS:• Total number of Facebook page fans: 17,444 (Leb),4,088 (UAE)• Total number of YouTube video views: 1,383 (Leb),5,592 (UAE)• Total number of Twitter followers: 513 (Leb), 334 (UAE)PERIOD: 2 Months55

AL WADI AL AKHDAR – KITCHEN FOLLIESOBJECTIVES:• Recruit a marketing database.• Engage with fans.• Highlight the Dessert products of Al Wadi Al Akhdar.SOLUTIONS:• Facebook app (concept, design, development)• Social Media Management.• Online Advertising.RESULTS:• Total number of new Facebook page fans: 5,202• Total number of participants: 746• Total number of invites: 977PERIOD: 1 MonthCLICK FOR DEMO:56

AL WADI AL AKHDAR – GUESS THE DISHOBJECTIVE:• Recruit a marketing database.• Create a direct communication channel.• Increase awareness of Al Wadi Al Akhdar productrange.SOLUTIONS:• Facebook app (concept, design, development)• Social Media Management.• Online Advertising.RESULTS:• Total number of new Facebook page fans: 5,841• Total number of participants: 1,258PERIOD: 6 WeeksCLICK FOR DEMO:57

MAGRABI OPTICAL – QUIZ GAMEOBJECTIVES:• Recruit a marketing database.• Create a direct communication channel.• Increase awareness and visibility of Magrabi opticalglobally.SOLUTIONS:• Facebook Sweepstakes.• Immerse Magrabi Optical in Social Networks.• Social Media Management.RESULTS:• Total number of new Facebook page fans: 32,818• Number of participants: 1,749• Number of unique invites: 2,474PERIOD: 1 MonthCLICK FOR DEMO:58

ZAATAR W ZEITOBJECTIVES:• Launch and familiarize new brand identity.• Increase positive reviews.• Ensure the online community felt involved with thebrand evolution.SOLUTIONS:• Develop a teaser/ revealer viral activation whichincluded blogger outreach.RESULTS:• Twitter Followers: 962• Zaatar W Zeit videos were viewed by 10,349 onYouTube• Fans increased by over 8,000.PERIOD: 1.5 MonthsCLICK FOR LINK:59

KOTEXOBJECTIVES:• Recruit a marketing database.• Create a direct communication channel.SOLUTIONS:• Develop a micro‐site to host the “Fashion citiescontest” that is socially integrated.• Immerse Kotex in Social Networks.• Social Media Management.RESULTS:• Recruited over 305 contestants with a total of430 photo upload.• Reached 6,259 Facebook Likers.• Total Users: 7,063PERIOD: 1.5 Months60

ALMAZAOBJECTIVES:• Create a local beer culture and associate beerdrinking with the notion of mateship.• Build hype and increase fan engagement .SOLUTIONS:• Re-trigger Almaza’s social presence.• Creation of a Greeting Card Facebook Application(TA3ABEER).• Creation of a Social Game (IHTIYAT).• Social Media Management.RESULTS:• Over 32,000 full database registrations to the Ihtiyatgame.• Increased Almaza’s page "likes" by 300%.PERIOD: 2 Months

VARIOUS WEBSITES62

SHAWARMANJI | WWW.SHAWARMANJI.COM63

FXCM MENA | WWW. FXCMMENA.COM64

BANQUE AUDI WEDDING ACCOUNT | WWW.OUR-WEDDING-ACCOUNT.COM65

AXA MIDDLE-EAST | WWW.AXA-MIDDLEEAST.COM66