2. MENA Digital Awards 2020-2021

01 — Context

“Back to Beauty” campaign was designed to re-engage consumers and restore category relevance at a time of significant market disruption, the post - COVID period.

The campaign was built to drive strong alignment between objectives, execution, and measurable business impact, with a focus on delivering high engagement, digital virality, and commercial effectiveness.

02 — What I did

I worked on refining the campaign assets, messaging frameworks, and customer journey touchpoints to highlight innovation in digital execution, with a strong emphasis on seamless integration across all platforms including website, social media, SEO, email marketing, and other key digital channels.

A central component of this approach was activating the “Friends of the Brand” programme—leveraging Kaya’s loyal influencer community to amplify message consistency and extend authentic reach across digital touchpoints.

I worked closely with our digital agency partner to extract and interpret key insights, including shifts in audience behaviour, engagement patterns, and conversion drivers, and continuously adapted the campaign in response to these learnings to ensure optimal reach to the right audiences and improved conversion performance.

03 — Results

Despite the lowered budget, we managed to achieve a solid improvement in conversion in the same month.