It’s not often that the first (and most popular) comment on a YouTube video is a request for ISIS to blow up a company’s headquarters. However, as I have learned time and time again, anything is possible when you combine the Gulf’s nationals with social media and an issue they’re passionate about.
To cut a long story short, a video for Nestle ’s Nido brand has been trending in Saudi Arabia. The video tells the story of an initiative by Nestle and the company’s consumers on the occasion of the powdered milk brand’s 70th anniversary, to provide 14 million cups of milk to 40,000 children for six months. The activation is a cause-related marketing exercise which involves the region’s shoppers. And you’d think everyone would love it; who doesn’t like seeing kids being fed and a corporation giving away its products to a good cause?
Well, here’s the issue. Someone behind the video/brand thought it’d be a good idea to boost the number of videos through paid media. For the space of many days beginning from the March 3, this video was everywhere, to the extent that it’s been watched over ten million times. That's great, if you like big viewer numbers. However, people don’t like to be forced to do anything online, especially being forced to watch the same video over and over and over again.
The statistics sum it all up – 419 likes versus 9,663 dislikes. But it’s the venom in the comments, the hatred of how someone (please stand up) who has decided to spend a load of cash to promote the video has ruined the viewing experience of tens of thousands of Saudis who have had to sit through this content. Saudis complained en mass, even going so far as to tweet @nidoarabia and @nestle to ask them to stop promoting the video as well as reporting the video as spam. Peeved that their own content is being pushed to one side and having to deal with disgruntled YouTubers, Saudi content creators have apologized endlessly. And there’s even been calls for a boycott. Now, that’s how you change beliefs and habits while also inspiring action Nestle!
The comments, many of which are hilarious, range from pure hatred of the brand’s blanket to many admitting they’re now beginning to hate drinking milk ... and children.
"Notice: We, the producers of meaningful ad on YouTube, have nothing at all to do with the Nido ads that are being circulated. Comment on our videos of the milk!"
"Imagine that I woke up in the morning, and I wanted to listen to a Quranic Sura by Sheikh Ali Jaber, may he rest in peace, and as I anticipate its start on YouTube, I get the Nido ad."
"I think the entire population saw the Nido ad. It's a nice idea.. but the ad's management was annoying and bad."
There were some Saudis even reminiscing for Marwan Taloudi, the man who spammed Saudis with his YouTube get-rich-quick ads.
"We miss Marwan Talodi."
YouTube is still a business after all, but if you’re going to get people to like what you do, then don’t shove it down their throats for days on end.
And just cause I love you all, and I love Nido even more, I’d like to share the video with you. I hope you enjoy watching the most hated video in Saudi Arabia right now.
A big thanks to Osama Natto for the story and the content.
Enjoy our installment from Alex of Arabia, a blog featuring commentary on the media and marketing industry in the Middle East. Read older posts here .