1. Buyer Persona Development
- Deep dive into the audience: Arab families in the West seeking meaningful Arabic learning tools for their children.
- Identified their pain points, emotional drivers, and purchase motivations.
GoalOrganic Social Launch
Duration1 Month
LocationUntied States
ResultSuccessful launch with no paid ads
Client Overview
A brand starting from zero.
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Client
Kan Ya Makan Publications
Industry
Publishing / Children's Books
Location
United States 🇺🇸
Target Market
Arab parents living in the West, primarily the US
Service
Marketing Strategy & Organic Social Media Launch
Duration
1 month launch phase
Objective
Objective
The founder of Kan Ya Makan approached us with a powerful idea: to create children's books in the Shami dialect — the spoken Arabic of many Levantine families — rather than the traditional Fusha (Modern Standard Arabic), which isn't widely spoken in everyday life.
The goal was to:
- Launch the product successfully within a set budget.
- Establish an optimized Instagram presence from scratch.
- Drive organic awareness and engagement with Arab parents in the US.
Strategy Development
Strategy Development
Since the brand had no existing online presence, we built everything from the ground up, starting with a detailed marketing strategy. Key components included:
2. Objectives & KPIs
- Clear launch goals defined by engagement, reach, and brand awareness — all within a lean budget.
3. Competitive & Ad Analysis
- Benchmarked top competitors and studied their ad creative, messaging, and positioning.
- Identified gaps and inspiration points to differentiate Kan Ya Makan.
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4. Customer Journey Mapping
- Built a customer journey ladder to identify key questions parents might have at each stage — from discovering the brand to purchasing the books.
- Used this to shape content that speaks directly to different stages of the buyer’s journey.
5. Tone of Voice & Platform Strategy
- Defined a tone that’s playful, warm, and reassuring — appealing to both parents and children.
- Chose Instagram as the main platform for launch due to its visual nature and parent-heavy user base.
6. Content Pillars
- Developed pillars to guide all future content:
- Educational value
- Book highlights
- Language and culture relevance
- Emotional resonance
- Parent and child reactions
Execution
Execution: Social Media Presence & Launch Content
- Created the Instagram account from scratch, including:
- Bio optimization
- Story highlights with clear themes (e.g. About Us, Reviews, Characters)
- Aesthetic and tone aligned with the books’ visual identity
- Post-launch content included:
- Visually engaging posts that integrated book characters into the design
- Value-driven educational posts for parents
- Soft promotional content that sparked emotional connection
- AI-assisted illustrations and assets to enhance content variety
Results
Results
- Despite being a brand-new account with no paid ads:
- The launch campaign succeeded in generating strong organic engagement.
- Parents responded positively to the Shami dialect positioning, and several micro-influencers shared the books with their communities.
- Kids were visibly engaged with the books, and user-generated content (UGC) from happy customers reinforced the product's success.
- The founder received multiple enthusiastic reviews, both in video and text format — examples of which will be shown below on the page.
Client feedback
"Youssef's social media proposal was professional and clear, showing he had done thorough research on our competitors."
Omar
Founder of Kan Ya Makan
Customer reactions