Marketing Campaigns Shine: Insights from Chama Moumile

Chama Moumile, Regional Director of Communications at talabat, shared her thoughts on several marketing campaigns in her recent Private View article. One campaign that stood out to her was Annahar's innovative approach to reporting on displacement. By breaking its own structure, the newspaper made readers experience a small version of that disruption, making the message more visceral and memorable.

Moumile also praised DORCO's campaign, which moves beyond selling razors to build cultural relevance around confidence, identity, and self-expression. She noted that DJ Bliss was a smart choice for endorsement due to his genuine UAE credibility. While the results were encouraging, she would have liked to see how this translated into brand awareness and sales.

Moumile found McDonald's campaign to be a strong example of cultural marketing done properly. The company didn't just put Jujutsu Kaisen characters on packaging; it built an entire experience around the fandom's behavior, from collectibles to creators. She praised the focus on anime-native creators and the impressive numbers, including 100M+ completed video views and 26M reach.

In addition to these campaigns, Moumile highlighted Orange Egypt's cautious optimism campaign as a smart example of starting with real cultural insights rather than forcing generic narratives onto the audience. She appreciated how the campaign gave fans a simple, repeatable line that they could adopt themselves.