Mahbook Social Media Engagement Campaign (Uni Project) | DEC 2024
أحبكها و شيّرها
Full Project (Marketing, Research, Content Creation, Design, & Video Direction)

Introduction

About Mahbok

Executive Summary

Mahbok is a Saudi premium tea brand that offers a personalized tea experience under the slogan "الحبكة على كيفك" ("The blend your way"). It embodies quality, serenity, and cultural refinement, allowing customers to enjoy tea that suits their unique taste.

This project aims to boost the online presence and engagement of Mahbok, a Saudi premium tea brand
The strategy focuses on:

-Prioritizing Instagram & TikTok with creative, trend-inspired content
-Eliminating Facebook & de-prioritizing X to focus on high-impact platforms

This approach will strengthen Mahbok's digital presence, boost engagement, and position it as a leader in personalized tea experiences.

Social Media Analysis

Instagram (@mahbok.sa) – 10.1K Followers

Current Status: Instagram is Mahbok’s most prominent platform, but it lacks a managed content calendar. Posting is inconsistent, with gaps of several days followed by bursts of multiple posts in a single day. Content is basic and not engaging enough to maintain momentum.

Recommendations:

Implement a Content Calendar: Maintain a consistent posting schedule with 3-4 posts weekly,
including engaging formats like carousels, reels, and user-generated content.
Increase Engagement: Use polls, quizzes, Q&A, and giveaways in Instagram Stories to encourage interaction.
Visual Quality: Invest in high-quality visuals and more diverse content themes, such as behind-
the-scenes content, customer testimonials, and storytelling posts.
Media Buying.

TikTok (@mahbok.sa) – 244 Followers, 15 Posts, 3,416 Likes

Current Status: TikTok is underutilized, with only 15 posts. The content is uninspiring, relying on static images with no music, sounds, or creative storytelling. This goes against TikTok’s core principles of immersive, fast-paced, and trendy content.

Challenges: Lack of dynamic content, absence of trendy elements, minimal use of sounds, and poor use of TikTok's 9:16 full-screen format.

Recommendations:

Use Full-Screen (9:16) Videos: Videos that take up the entire screen have significantly higher
impressions. Use TikTok's creative tools to reformat existing content for this aspect ratio.
Leverage Lo-Fi Content: TikTok content doesn't require high production value. Mobile-shot videos with
authentic, natural visuals perform better than overly polished content.
Sound On!: TikTok is a sound-on platform, so add music, sound effects, or voiceovers to engage the audience.
Use TikTok’s built-in music library to stay relevant.
Follow Trends: Incorporate trending TikTok challenges, sounds, and hashtags to increase visibility.
Use tools like TikTok's Popular Trends tracker to stay updated on current trends.
Content Variety: Showcase tea preparation, aesthetic tea moments, influencer collaborations, or fun "a day in the life of a tea lover" videos. Include on-screen text and captions to make the content more engaging and accessible.

Threads (@mahbok.sa - 705 followers)

Facebook (mahbok.sa) – 2 Followers

Status: Gaining some traction but lacks strategic content.

Recommendation: Integrate with Instagram, post interactive content like polls and teasers.

X (@mahboksa - 17 followers)

Status: Limited activity and audience.

Recommendation: Deprioritize X, focus on Instagram and TikTok.

Current Status: Minimal following with no impact on brand

visibility.

Challenges: Facebook is not aligned with Mahbok’s target

audience of young professionals and Gen Z consumers.

Recommendations:

Discontinue Facebook Presence: The platform is irrelevant to
Mahbok’s target audience, and maintaining it wastes resources.
Focus on Instagram, and TikTok

Key Takeaways:

Prioritize Instagram and TikTok as core platforms for Mahbok’s target audience.

• Consistency is key: Maintain a posting schedule for Instagram, leveraging creative storytelling and visually appealing content.

• TikTok needs a complete overhaul: Use immersive, full-screen, and sound-on content with trend-driven videos.

• Eliminate Facebook and de-prioritize X: These platforms don’t align with the brand’s target audience or campaign goals.

Compitetors Social Media Analysis

1. Al Khader Al Nader

•Social Media Platforms: Instagram, Snapchat, TikTok.

•Content Overview:

Instagram: Unorganized, low-quality content with no defined brand identity.
Posts lack consistency and aesthetic appeal.
Mentions & Tags: Despite its weaknesses in content quality, Al Khader Al Nader is widely mentioned by users on social media. These mentions reflect a strong brand recall, primarily driven by customer experiences.

• Strengths:

Presence on multiple platforms gives them accessibility to a broad audience.

• Weaknesses:

Unprofessional and unstructured content reduces credibility.
Lack of clear branding diminishes consumer recognition and loyalty

2. Chai Fal

•Social Media Platforms: Instagram (2,210 followers) & TikTok.

•Content Overview:

Instagram: Consistently posts 3–4 times a week.
Diverse content includes product images, reels, and well-implemented brand identity.
It lacks engaging elements like polls or quizzes.
TikTok: Trend-driven and humorous content with effective use of hashtags and 16:9 format.

• Mentions: Frequently mentioned by customers sharing their experiences and by café and restaurant recommendation accounts encouraging visits.

• Link Management: Uses a Shor.by link for easy access to menus, branch locations, and social media platforms.

•Strengths:

Strong integration of brand identity in visuals.
Strategic and interactive TikTok content that appeals to younger audiences.
High visibility through customer mentions and recommendations.

•Weaknesses:

No infographics or audience engagement-focused content

Compitetors Social Media Analysis

Social Media Market Trends for the Tea Industry in Saudi Arabia

Rise Of User Generated Content

Consumers are increasingly sharing their experiences, and encouraging UGC on platforms like Instagram and TikTok helps brands build community and brand loyalty (Euromonitor, 2024; Grandview Research, 2024).

Instagram and TikTok Dominance

Instagram remains crucial for visual engagement, while TikTok's short video format provides an opportunity to reach younger audience and leverage trends to boost visibility (Grandview Research, 2024; Mordor Intelligence, 2022).

Influencer Marketing

Micro-influencers are highly effective in Saudi Arabia for reaching younger, engaged consumers, making collaborations a powerful tool for tea brands (Mordor Intelligence, 2022).

Engagement Campaign Design & Direction

Campaign Goal:

To increase brand visibility and engagement by encouraging users to tag and mention Mahbook in their social media posts, thereby expanding reach and fostering a deeper connection with the audience.

Campaign Objectives:

Boost User Interaction: Encourage users to tag and mention Mahbook in their posts, aiming for at least 500 mentions and tags over the course of the campaign.

Increase Social Media Engagement: Achieve a 20% increase in likes, comments, and shares through user-generated content and tagged posts.

Foster Community Engagement: Drive active participation by incentivizing users to engage with Mahbook’s posts through creative challenges, contests, and interactive content.

Campaign Title & Slogan

Campaign Key Messages

صورها، احبكها، وشاركها

كن جزءًا من مجتمع الي يحبكوها!م
احبكها، صورها، ومنشنا

Positioning
How Will The Campaign Position Mahbok with Compitetors?

The Go-To Tea Brand in Saudi Arabia

Through social media engagement and user-generated content (UGC), Mahbok will become the go-to tea brand in Saudi Arabia. By fostering community and encouraging followers to share their tea moments, Mahbok will create a strong emotional connection, leading to brand loyalty and ensuring it's the first choice for consumers.

The Most Engaged With Tea Brand

Mahbok will stand out as the most engaging tea brand by involving its followers in interactive campaigns and reposting UGC, which builds a loyal, active community.

Campaign Duration & Suggested Date

Campaign Duration

4 Weeks

Suggested Date:

Ramadan 1 – end of Ramadan

Ramadan is a culturally significant time in Saudi Arabia when people value tradition, family, and authentic experiences.

Why Ramadan?

•High Social Media Usage: Social mediaengagement increases by 17% duringRamadan, especially late at night (Hootsuite,2023)

.•Cultural Connection: Tea is a staple duringfamily gatherings and moments of reflection,aligning perfectly with Ramadan traditions.

•Increased ROI Potential: Online ad spendrises by 20-30% in the region, indicatingstrong audience receptivity (Statista, 2022).

Content Strategy

User-Generated Content

Encourage customers to capture and share their tea moments by tagging @mahbok.sa and using the hashtag # ﺎھرﯾﺷو_ﺎﮭﻛﺑﺣأ. Offer incentives like a chance to be featured on Mahbok’s page or be part of a “Tea Moment of the Week” spotlight. This strategy creates a sense of belonging and community while boosting brand visibility and engagement.

Interactive Stories

Use Instagram polls, Q&As, and stickers to create two-way engagement. Prompts like "What’s your perfect tea moment?" or "Which flavor should we feature next?"
encourage participation and increase Mahbok’s visibility and brand recall.
Design Customized Instagram sticker for Mahbok’s stories