Content & Creative
What is content marketing and why is it crucial for FMCG brands in the Middle East?
This article defines content marketing and explains its vital role for FMCG brands in the mobile-first, culturally rich MENA region. It compares traditional vs. content-led approaches and highlights strategic goals like trust-building, organic visibility, and customer retention. With real-world examples from brands like Switz, Unilever, and Maggi, it emphasizes using localized content—short-form videos, Arabic blogs, and influencer collaborations—to address marketing challenges, differentiate products, and connect emotionally with regional audiences.
Social Media Campaigns that Resonate with Middle Eastern Consumers
This article explores how FMCG brands can create culturally relevant and high-performing social media campaigns tailored to Middle Eastern audiences. It highlights the importance of local insight, tone, timing, and platform preferences across key markets such as the UAE, Saudi Arabia, and Egypt. The piece also analyzes audience behavior by demographic, emphasizing authentic storytelling, creator collaborations, and meaningful metrics over vanity numbers. Through case studies and Lamana’s own regional strategies, it offers a roadmap for building social campaigns that resonate deeply and deliver both engagement and ROI in the MENA region.
Creative Design That Boosts Sales in MENA: Built to Convert
This article explores how brands can leverage WhatsApp for conversational marketing and sales. It presents real-world success stories from major companies like Carrefour and JioMart, illustrating how WhatsApp Business enables automation, personalized communication, and seamless purchasing experiences. The piece breaks down the strategy into key components—setting up a WhatsApp Business API, using it for real-time support and re-engagement, and measuring ROI. WhatsApp proves to be more than just a messaging app—it’s a powerful sales channel.
The Psychology of Shareable Content in Arabic Markets
Explains the psychology behind shareable content in Arabic markets—identity, cultural fit, humor, pride, nostalgia, story-led formats, private sharing, and a checklist.
Content & Creative
Making work that moves product in MENA — content marketing, social campaigns, packaging and design for e-commerce, and why some creative travels in Arabic markets.