🧠 Client Overview

Client: Kan Ya Makan Publications
Industry: Publishing / Children’s Books
Location: United States 🇺🇸
Target Market: Arab parents living in the West (primarily the US)
Service Provided: Marketing Strategy & Organic Social Media Launch
Project Duration: 1 month (Launch Phase)

🎯 Objective

The founder of Kan Ya Makan approached us with a powerful idea: to create children’s books in the Shami dialect — the spoken Arabic of many Levantine families — rather than the traditional Fusha (Modern Standard Arabic), which isn’t widely spoken in everyday life.

The goal was to:

Launch the product successfully within a set budget.
Establish an optimized Instagram presence from scratch.
Drive organic awareness and engagement with Arab parents in the US.

🔍 Strategy Development

Since the brand had no existing online presence, we built everything from the ground up, starting with a detailed marketing strategy. Key components included:

1. Buyer Persona Development

Deep dive into the audience: Arab families in the West seeking meaningful Arabic learning tools for their children.
Identified their pain points, emotional drivers, and purchase motivations.

2. Objectives & KPIs

Clear launch goals defined by engagement, reach, and brand awareness — all within a lean budget.

3. Competitive & Ad Analysis

Benchmarked top competitors and studied their ad creative, messaging, and positioning.
Identified gaps and inspiration points to differentiate Kan Ya Makan.

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A post shared by Kan Ya Makan Publications (@kanyamakanbooks)

4. Customer Journey Mapping

Built a customer journey ladder to identify key questions parents might have at each stage — from discovering the brand to purchasing the books.
Used this to shape content that speaks directly to different stages of the buyer’s journey.

5. Tone of Voice & Platform Strategy

Defined a tone that’s playful, warm, and reassuring — appealing to both parents and children.
Chose Instagram as the main platform for launch due to its visual nature and parent-heavy user base.

6. Content Pillars

Developed pillars to guide all future content:
- Educational value
- Book highlights
- Language and culture relevance
- Emotional resonance
- Parent and child reactions

Youssef's social media proposal was professional and clear, showing he had done thorough research on our competitors. He presented a straightforward plan that was easy to understand and follow. His approach was well-organized, making it a solid choice for our needs.

Omar

Founder of Kan Ya Makan

📸 Execution: Social Media Presence & Launch Content

Created the Instagram account from scratch, including:
- Bio optimization
- Story highlights with clear themes (e.g. About Us, Reviews, Characters)
- Aesthetic and tone aligned with the books’ visual identity
Post-launch content included:
- Visually engaging posts that integrated book characters into the design
- Value-driven educational posts for parents
- Soft promotional content that sparked emotional connection
- AI-assisted illustrations and assets to enhance content variety

📈 Results

Despite being a brand-new account with no paid ads:

The launch campaign succeeded in generating strong organic engagement.
Parents responded positively to the Shami dialect positioning, and several micro-influencers shared the books with their communities.
Kids were visibly engaged with the books, and user-generated content (UGC) from happy customers reinforced the product’s success.
The founder received multiple enthusiastic reviews, both in video and text format — examples of which will be shown below on the page.

Are you ready to achieve the same results for your brand?