Goal
Organic Social Launch
Duration
1 Month
Location
Untied States
Results Achieved
Successful launch with no paid ads
đ§ Client Overview
Client: Kan Ya Makan Publications
Industry: Publishing / Children’s Books
Location: United States đşđ¸
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)
đŻ Objective
The founder of Kan Ya Makan approached us with a powerful idea: to create childrenâs books in the Shami dialect â the spoken Arabic of many Levantine families â 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.
đ 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 â 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.
4. Customer Journey Mapping
Built a customer journey ladder to identify key questions parents might have at each stage â from discovering the brand to purchasing the books.
Used this to shape content that speaks directly to different stages of the buyerâs journey.
5. Tone of Voice & Platform Strategy
Defined a tone thatâs playful, warm, and reassuring â 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.
đ¸ 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 booksâ 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
đ 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 â examples of which will be shown below on the page.
