e&
See how e& partnered with X to unveil new global brand positioning
1.9M
Impressions with Takeover+ campaign over 24 hours
622k+
24-hour reach with Takeover+ campaign (estimated)
~97%
Percentage of total hashtag clicks during Hashfetti event
e& is a global tech conglomerate founded in 1976 in Abu Dhabi, UAE. Initially a regional telecom provider, it has expanded into a diversified entity, offering mobile and fixed-line services, digital solutions, and investments across consumer, enterprise, and international markets. The #GoforMore campaign redefines e&'s identity, emphasizing its global tech leadership with icons like Shah Rukh Khan and Jason Statham. Through innovative digital strategies and storytelling, e&'s partnership with X highlights its commitment to empowering individuals and industries through cutting-edge technology and limitless possibilities.
Campaign objective
The primary goal of the #GoforMore campaign was to raise awareness and showcase e&'s transformation from a traditional telecom provider to a comprehensive technology group. This shift reflects the company’s commitment to delivering innovative and customer-centric digital solutions across sectors such as finance, entertainment, and digital services.
The solution
In its #GoforMore campaign, e& utilized X's branded features, such as Hashmojis and Hashfetti, to enhance user engagement and brand visibility. Custom Likes, which transformed the like button into a personalized ampersand, encouraged participation and fostered excitement. The media strategy focused on Video Ads with high-share-of-voice formats, driving Takeovers during key events, such as the release of the US election results, to engage users across key markets.
Products used:
The Results?
The Takeover+ campaign delivered exceptional results, generating 1.9M impressions within 24 hours and reaching over 662K users, according to estimated reach metrics. Notably, around 97% of total hashtag clicks occurred during the Hashfetti event, demonstrating the campaign's high engagement and audience interaction.
The e& #GoforMore campaign effectively cut through market clutter, delivered a compelling message, and captured users' attention, leaving little space for other brands or indirect competitors to dominate.