Abed Hassouna

Did you know that 76% of holiday shoppers spend more during this period? This makes it the prime time for campaigns to shine. But with this increased purchasing power, marketers also face the challenge of standing out in a crowded space especially in the UAE. (Business setup ads have spiked by 24% and real estate ads by 30%) As a marketer myself, I know just what you're going through! With competition at an all-time high, campaigns can get a little unpredictable. I see a lot of fellow marketers make mistakes here. Buy I've got you covered with five strategies to help your ads stand out! 1 🎯 Expand with Lookalike Audiences Reach new potential customers who share traits with your top-performing audiences. 2 🎯 Have Multiple Creatives Ready This way, you can keep content fresh and engaging without missing a beat. 3 🎯 Target Wisely Experiment early with various targeting options, then narrow down to the top performers to maximize impact. 4 🎯 Think Quality over CPL Cost Per Lead (CPL) is just one metric; lead quality drives real conversions. 5 ⏱️Be Patient for the First 2 Weeks Give your campaigns time to optimize; some of our best results emerged after a slow first week! At The Virmani Group, we're consistently generating high-quality results for real estate and business setups, and our conversion rates speak for themselves. Cheers to a season of high-quality leads and real results! With the right moves, your campaigns can rise above the holiday noise and deliver impact that counts. DM me if you want to make this festive season your most successful yet! #realestate #businesssetup #marketing #dubai #uae ♻ Repost to share with your network.

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Are Brands Quitting Social Media? Ok, not necessarily - but many brands are doing a 360 by focusing on building their online communities offline too. (Discovered MENA included). They’re using social media as a connector to grow communities both online and in the real world. Offline communities are where customers usually become more familiar with a brand. Think in-person events, breakfast meet-ups, round tables, running clubs or even mall walking groups. A modern twist on an old-fashioned approach; recognizing that while a strong online community is great, the vast majority of word-of-mouth still happens offline. And positive word-of-mouth (WOM) remains one of the most powerful strategies for boosting loyalty and enhancing your brand’s reputation. Take Gymshark, for example. While they have an incredibly strong online presence, they also bring people together in person, through fitness and support. Gymshark hosts pop-up stores worldwide, featuring live classes, athlete appearances and demonstrations. They also celebrate themed months like ‘Women’s Month,’ creating a sense of exclusivity and belonging within their community. We’re also seeing influencers in the fitness and lifestyle space inviting their communities to group adventure holidays and in-person events, further blurring the lines between online and offline engagement. So my takeaway from this is that: ➡️ Always be on the lookout for new opportunities to spread the word and grow your offline community. ➡️ And never underestimate the power of word-of-mouth. It's still one of the most effective ways to build loyalty and strengthen your brand. How are you building your offline community? P.S. Has anyone been to Canggu, Bali? - I came back from there last week and WOW! What a cool place to work remotely from! 🤩 #disruptingthefuture #community #marketing #brand

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Dear BRITA Group and Clorox Abudawood SJV, First of all, thank you for recognizing that I am Indian and making customized ads to serve me. They are not just AI magic or translation, but you took efforts to have actors looking like me and tried to add cultural contexts. I truly appreciate it. But as I watched those ads as a consumer and a marketer, I couldn't stop myself from analyzing them and asking "What could have been better?". Brita, while showing barat (wedding procession) may seem like making it authentically Indian, it seems a little distant from the reality. First of all, the Brita pitchers (even though I love them) are impractical for carrying around. The reasons are many but just a few of them are - they are big in size, oddly shaped for carrying around and most importantly aren't leak proof. The ad could have been way more effective with the Brita water bottles. They are made for carrying around and are leak proof. A groom riding a horse carrying a Brita pitcher makes it look unreal. Same thing goes for the mom at the ice rink. Why would they carry a pitcher around when they have the bottles with the same features from their beloved brand available? Clorox, I admire you adding the touch of cricket. You caught that cultural nuance well. But knowing the next generation growing outside India, they are not as crazy about cricket as their parents who grew up in India and followed the Cricket religion, well...religiously (pun intended). The ad could be so much more effective if father of those kids had hit that ball, knocking the vase down and both kids pointing to him when their mother wasn't happy about it.   I still admire the brands who are making an effort to understand me as a consumer and relate to me with these custom ads and cultural nuances so I will give you both 'A+' for your efforts. I am sure you have at least one Indian team member adding their viewpoints and cultural expertise to these ads. I guess taking more views wouldn't hurt. Have you been served an ad that recognizes your ethnicity and speaks your language? What brands were they? What did you think about those ads? Eager to know your viewpoints.

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Success is something you attract by the person you become.🚀 It's not just about achieving goals or reaching milestones; it's about growth, learning, and evolving into the best version of yourself. Also, success looks different for everyone. ☝️ For some, it's about climbing the corporate ladder. For others, it's about work-life balance, making a difference in their community, or simply finding joy in everyday moments. A reminder that everyone has a unique perception of the world, and therefore, of success! What’s your definition of success? Please share it in the comments and let's start the conversation!🙌 For some inspiring thoughts, I like this TED Talk by Alain de Botton: A kinder, gentler philosophy of success. #PersonalGrowth #SelfImprovement #Leadership #ProfessionalDevelopment #SuccessMindset

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Dreaming of brand management success? Tired of paddling in the kiddie pool while the big fish swim by? 🐠 I've got something based on my 15+ years experience in Fortune 500 FMCG that'll make you the biggest shark in the tank. 🦈 Brace yourself; it's time to disrupt the game and shatter the status quo! 💥 So, buckle up because I'm about to drop some truth bombs. Real advice, no fluff. I'll be sharing the 5 game-changing strategies that propelled my career and can do the same for yours. Let's do this together. Got any burning questions or a success story to share? Hit that comment section! Remember to like and share – we're all in this boat together! #BrandMarketing #DigitalMarketing #Leadership #Productivity #eCommerce #FMCG #Transformation #Dubai

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How Carrefour leveraged influencers to enhance brand engagement Carrefour, the leading retail chain, aimed to boost brand awareness and drive traffic to their stores through an influencer marketing campaign. With a focus on engaging a wider audience and showcasing their diverse product offerings, Carrefour sought to collaborate with influencers across various niches. The objective was to leverage the influencers’ reach and credibility to promote Carrefour’s brand message and encourage consumer engagement. To achieve these objectives, a comprehensive influencer marketing strategy was advised: Influencer Selection: A thorough selection process was undertaken to identify 15 influencers with diverse audiences and high engagement rates. Influencers from lifestyle, food, parenting, beauty, and fitness niches were chosen to ensure broad coverage and relevance to Carrefour’s target demographic. Campaign Concept: The campaign centered around the theme of ‘Everyday Convenience at Carrefour’. Influencers were tasked with creating engaging content showcasing their shopping experiences at Carrefour stores, highlighting the convenience, variety, and quality of products available. Content Creation: Influencers had creative freedom to develop content that resonated with their audience while incorporating key messaging about Carrefour’s value proposition. This included in-store vlogs, recipe tutorials featuring Carrefour products, hauls, and lifestyle shots in everyday scenarios. Engagement Activation: To drive audience engagement and participation, influencers encouraged their followers to interact with Carrefour’s social media channels, participate in contests, and share their own Carrefour shopping experiences using campaign-specific hashtags. The Carrefour influencer marketing campaign yielded impressive results: Total Views: The collective content generated by the 15 influencers was a total of 4,548,175 views across various platforms. Increased Brand Awareness: The campaign succeeded in raising awareness of Carrefour’s brand and offerings among the target audience, resulting in increased foot traffic to stores. Positive Brand Perception: Influencer-generated content portrayed Carrefour as a convenient and trusted shopping destination, fostering positive brand perception among consumers. Community Engagement: The campaign encouraged active participation from consumers, who shared their own Carrefour experiences, recipes, and shopping hauls, further amplifying the campaign’s reach and impact. Overall, the influencer marketing campaign proved to be a highly effective strategy for Carrefour, driving both brand awareness and consumer engagement while showcasing the convenience and value offered by Carrefour stores.

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#MetaAI, an optional service, is now available on WhatsApp, adding productivity and enjoyment to your chats. 🌟 With Meta AI, you can: ✅ Ask questions ✅ Receive helpful recommendations ✅ Discuss shared interests Experience the power of AI-driven conversations and unlock new possibilities in your WhatsApp chats with Meta AI! 🌐🚀 #MetaAI #ArtificialIntelligence #Productivity #WhatsAppChats

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Good marketers from the luxury segment know how to create content. Great marketers from the luxury segment know how to distribute it. Big difference. --- Btw, I share exclusive insights on luxury marketing, sales, business, and data analytics. To stay at the forefront of this elite luxury space and receive curated updates, I invite you to follow me, Shaikh Sofiyan

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How Influencers in the UAE and MENA Region Are Making Millions Monthly! The influencer marketing landscape in the UAE and MENA region is thriving like never before. With a unique blend of diverse cultures, burgeoning digital adoption, and a high spending power, influencers here are turning their online presence into lucrative careers, making millions monthly. Here’s how they’re doing it: Strategic Brand Partnerships: Influencers are collaborating with global and local brands, creating authentic content that resonates with their audience. These partnerships often include long-term ambassadorships and exclusive deals that bring in significant revenue. Diversified Income Streams: Beyond brand deals, successful influencers are monetizing through various channels such as sponsored posts, affiliate marketing, product placements, and their own merchandise lines. This diversification ensures a steady income flow. Content Creation Mastery: High-quality, engaging content is key. Influencers invest in professional photography, videography, and editing to create visually appealing posts that attract and retain followers. Their ability to tell compelling stories drives higher engagement rates and, consequently, higher earnings. Leveraging Social Media Platforms: Platforms like Instagram, YouTube, and TikTok are immensely popular in the region. Influencers utilize these platforms to reach millions of users, leveraging features such as Reels, and Stories to keep their content fresh and engaging. Understanding and Engaging the Audience: Influencers in the MENA region have a deep understanding of their audience's preferences and cultural nuances. They engage regularly with their followers through Q&A sessions, live chats, and interactive content, building a loyal community that trusts their recommendations. Navigating Regulations and Compliance: As the industry grows, so do regulations. Influencers stay compliant with advertising standards and local laws, ensuring transparency and maintaining their audience’s trust. The rise of influencers in the UAE and MENA region highlights the dynamic nature of the digital economy. As brands continue to recognize the power of influencer marketing, the potential for growth and success in this industry is boundless. Are you ready to leverage the power of influencer marketing for your brand? Let's connect and explore the possibilities! #InfluencerMarketing #UAE #MENA #DigitalMarketing #SocialMedia #ContentCreation #BrandPartnerships #DigitalEconomy #MarketingStrategy #LinkedIn

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From Pharaohs to Pixels: How OOH & Digital Media Rule Every Day Outshine the pyramids! Let's delve into the world of Out-of-Home (OOH) media, the marketing veteran that's been captivating audiences since the days of ancient Egypt. While digital media dominates the landscape, OOH has consistently reinvented itself to stay relevant. Daily Dose of Influence: OOH and digital media, despite their differences, share a powerful common ground: daily consumption. Every single visual you encounter outside your home, from billboards to bus wraps, falls under OOH. It's a constant presence, subtly influencing us on our commutes, errands, and daily routines. In contrast, with TV and other traditional media, audiences have more control. We choose what and when to watch. However, digital media has become deeply ingrained in our daily lives. We're constantly bombarded with online content, making it a marketer's dream for reaching a broad audience. The Sweet Spot of Synergy: So, what does this daily dose of influence mean for brands? The key lies in recognizing the "sweet spot" of each medium. OOH acts as a one-to-many platform, reaching a vast audience with a broad message. Digital media, on the other hand, excels in personalized, one-to-one interactions. The beauty lies in their ability to complement each other. Think of it this way: Have you seen a standalone OOH placement lately that isn't amplified by a digital call to action, like a website address or social media hashtag? Most likely not. Successful campaigns often leverage the power of both OOH to grab attention and digital media to provide a deeper brand experience. The Power of Integration: By integrating OOH and digital media, brands can create a more unified and impactful customer journey. Imagine a captivating OOH ad that sparks curiosity and directs viewers to a specific website or social media page for further engagement. This seamless transition between offline and online channels keeps the brand message top-of-mind and fosters deeper audience interaction. What's Next? The possibilities are endless. As technology evolves, we can expect even more innovative ways to combine OOH and digital media. With this powerful duo at their disposal, brands can create truly impactful and memorable campaigns that resonate with their target audience.

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According to Gartner, it is expected that by 2026, 25% of 𝐩𝐞𝐨𝐩𝐥𝐞 𝐰𝐢𝐥𝐥 𝐬𝐩𝐞𝐧𝐝 𝐚𝐭 𝐥𝐞𝐚𝐬𝐭 𝐚𝐧 𝐡𝐨𝐮𝐫 𝐩𝐞𝐫 𝐝𝐚𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐌𝐞𝐭𝐚𝐯𝐞𝐫𝐬𝐞! The spike in interest in Metaverse rose sharply in 2021-22 when everyone was talking about it. 2023 saw a decline in interest, however, things look to be on a better track with 𝐫𝐢𝐬𝐢𝐧𝐠 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐰𝐢𝐭𝐡 𝐭𝐢𝐦𝐞. What can be done in the #Metaverse? Pretty much 𝐚𝐧𝐲𝐭𝐡𝐢𝐧𝐠! • Advertisements 🗣 Metaverse911™- XR: Research, Advisory, GoTo Market Leader & Metaverse Experience Center •Digital art and collectibles 🎭 Decentraland • Virtual office meetings 🏢 Euphoria XR • Virtual events and gatherings🎙 Roblox • Virtual real estate 🌆 The Sandbox • Immersive commerce 👗 VYUG • Virtual classrooms 👨‍🎓 edverse • Gaming 🎮 Axie Infinity • Dating 👫 MaAvatar $13 𝐭𝐫𝐢𝐥𝐥𝐢𝐨𝐧 🤯 could be Metaverse’s economy by 2030, according to Citi What are your thoughts on the Metaverse? 🤔 Is it a bubble? LMK! 👇

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Happy to complete the first workshop of our AI.M 2.5 (AI in Marketing) initiative! Our team gathered to explore the transformative opportunities of artificial intelligence on marketing. As marketers, adapting to and harnessing AI’s potential has never been optional—it’s the way forward. Together, we’re shaping the future of marketing! 🙌 #AIMarketing #Innovation #Teamwork #FutureOfMarketing #Beko #BrandManagement

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Working with brands to find their unique essence to ensure clarity and drive optimal performance is what we do, and we do it well #brandessence #clarity #optimalperformance #promisekept

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I just added another book to my favorite list, and it’s all about #Marketing! “Marketing for Tomorrow, Not Yesterday” by Zain Raj is a must-read for CMOs who feel lost with the huge data influx we are witnessing amidst the Insight Economy. Here are some top takeaways I got while enjoying every bit of each chapter: 1️⃣ Being a “Marketing Decathlete” is something to be commended for. 🧗🚵🏄‍♀️ Okay, as a multi-passionate person, I am happy to consider myself a Decathlete, for I have gained experience in several Marketing sub-areas. According to Raj, versatile expertise makes decathletes more resilient against more challenges, compared to professionals who only have had a one-dimensional career path while focusing solely on one field. 2️⃣ Stay Focused. 🧘🏻‍♀️Don’t get fooled by the deluge of data coming your way about EVERYTHING! If you do not have a clear idea of your business objectives or future, you will waste time trying to analyze huge amounts of irrelevant data. Worst-case scenario, you will end up focusing on peripheral issues without real tangible desired outcomes. 3️⃣ Beware of the Curse of More. 🚨You don’t necessarily need to serve more customer segments to generate more growth. Heads up, because if you do this, you might be already down a rabbit hole. Raj used Uber as an example, whereas they branched out to Uber Eats, Freight, and Courier, while not focusing on further developing its core service, i.e. transportation, resulting in its decline. 4️⃣ Think of your customers as your wife. 👰‍♀️ She can be sweet, nurturing, caring, and usually very demanding, but she is loyal. The point is to treat your customers with the respect, love, and care you’d show to your wife. 5️⃣ Don’t forget that we are human beings and will stay as such. 🫀This is very crucial, especially with the rise of AI, as it is easy to refer to customers as big clouds of data. You will always have to appeal to the softer side of your business. Put yourself in your customers’ shoes, and think of the pain points they have, and what their aspirations might be. This will be your guide to further growing your business. . . . What about you? Tell me about your favorite business read. #goodreads #reading #marketingtrends

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Enhance your brand with AI-driven content creation! Jasper and Writesonic are two powerful #AI tools that can help you create engaging posts, articles, and more all tailored to your unique style and audience. By #automating routine content creation, you can focus on strategic activities and personal interactions, ensuring your branding remains authentic while keeping up with content demands. Don't let content creation become a chore. Let AI-driven tools help you elevate your brand and stand out in today's competitive market. #marketing #branding #automation

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Be it academia (except for some core theoretical areas) or industry, in a capitalistic society everything we do, there is one goal in mind; the end product must sell to consumers. Sadly being in this world of consumerism, I have seen no brand talking about the epic loss their consumers have faced; hundreds of lives have been taken away, their whole consumer base has been turned upside down yet brands big or small remain silent. Forget talking about the people, no brand was seen helping out these people, these students, the protesters when they were fighting for their lives. No drinking water brand was seen providing them with water when they were exposed to tear shells. No food brand was seen delivering food to the children when they were hungry. In a country where we have so many homegrown pharmaceutical brands, none of them was seen providing them with free medicine. From transportation to mobile network, from healthcare to RMG, the list would go on if I continue... The role of the brands is supposed to be the guiding light, the YODA, to help reach their consumers reach their aspired status through their offerings. Hence, after so much going on and so much bloodshed, arises a couple of questions. - Who would the brands serve if there is no one left to serve? - What would people do with 'aspiration' if brands can't even be a part of their lives when they need them the most? I know what the answer from you is going to be, "Brands can't associate themselves with such risky matters that involves directly going against what the government wants". It deeply aches me that as a marketer I too don't know what too say after this. May their martyred soul rest in peace.

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I recently visited the Dubai Mall, and as a marketer, I learned some life-changing lessons. The mall isn’t just a place to shop—it’s an experience. It reminded me that creating unforgettable experiences for your target audience is key to standing out. It also showed the power of catering to diverse audiences while staying unique. And let’s not forget visuals—every corner is Instagram-worthy, inspiring people to share their unique and experiences and give feedback. But what struck me most? The constant innovation. The mall evolves to keep visitors excited and coming back. Are you doing the same with your marketing strategy? #MarketingLessons #DubaiMall #Marketing #CustomerExperience #Innovation

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