01. Project Info
Guide to the NetArabia
Elqammari is an Emirati brand based in Abu Dhabi, specializing in oud and oud oil, with a recent expansion into perfumes.
What sets the brand apart is the expertise behind it. Dr. Hussein Al-Rifai studied oud trees academically, conducted research, and documented field trips in the field, ensuring product quality under his direct supervision.
Make Concept
Expert-Led Content Strategy
We positioned Dr. Hussein Al-Rifai as the face of the content, allowing his expertise and knowledge to build trust with the audience.
Prototyping & Design
Authentic Storytelling
We created content around the founder’s real expertise and personality rather than relying on conventional advertising approaches.
Social Media Strategy
Developing content tailored to Instagram and TikTok while working within the client’s creative preferences.
02. The Story
Guide to the NetArabia
The project came with several creative limitations. The client refused to hire models, declined to change the shooting location, and was against using conventional music.
Instead of letting these limitations restrict the creative direction, we adapted the strategy to the client’s preferences.
We opted for Islamic music without instruments and successfully convinced Dr. Hussein Al-Rifai to appear personally in the videos.
His presence became a key part of the strategy. Rather than being perceived simply as a business owner, he became a trusted expert whose knowledge and experience connected with the audience.
03. Our Process
Guide to the NetArabia
With a clear focus on authenticity and expertise, we developed a content strategy that worked within the brand’s values and creative limitations.
The approach positioned Dr. Hussein Al-Rifai as the trusted expert behind the brand while creating stronger connections with the audience.
Understanding the Brand
We identified the founder's academic and field expertise in oud as a key differentiator for the brand.
Expert-Led Content
We brought Dr. Hussein Al-Rifai into the videos, turning his knowledge and expertise into the core of the content.
Building Engagement
By creating authentic content aligned with the brand's values, we increased audience engagement across Instagram and TikTok.