Tala Hammouri

Task: We aimed to drive sales and participation in the Red Cup Art Contest in 10 markets.

Action: I developed an omnichannel campaign strategy to achieve our goal that leveraged various marketing channels to drive engagement and sales. Our key initiative was the Red Cup Art Contest, and we partnered with three local artists to create their own Red Cup Art projects and encourage customer participation. These artists also served on the jury committee that selected the winners.

Results: Our holiday campaign is one of our most popular campaigns and is eagerly anticipated by our customers every year. In 2016, the campaign delivered the highest sales against our target, with a 14% increase in sales. The Red Cup Art Contest was also a great success, with over 400 entries on Instagram. We announced the ten winners on December 12, and their winning pieces included paintings, photography, sculpture, and collage. The campaign’s success highlights the effectiveness of the localized 360⁰ campaign approach and the importance of amplifying existing customer behaviors to enhance brand connections.

Task: The goal was to create new social media content and a campaign that showcased Matcha latte options available at Starbucks.

Action: As the lead strategist, I carefully planned the social media and content strategy based on the campaign’s objectives and our target audience. Working closely with our production agency, we developed high-quality native content highlighting the Matcha product line. The content was promoted across various social media platforms, including Facebook, Instagram, and YouTube, to effectively reach our target audience.

Results: The campaign’s effectiveness was evident from the positive response of our audience. We achieved 1.5x ad recall compared to our benchmark, indicating that the content resonated very well with our target audience, leading to increased customer awareness and interest in Matcha at Starbucks.

Task: To ensure a seamless transition between H.E.’s roles, I completed an audit of her online presence and created a communication and social media strategy plan based on her new mandate. In addition, I needed to develop a digital and social media playbook covering all necessary guidelines.

Action and results: I started by thoroughly auditing H.E.’s online presence to identify areas that required attention. With the support of her office, I developed a comprehensive communication and social media strategy plan that aligned with her new mandate. This involved crafting new messaging and creating a content calendar for social media platforms. I also built a digital and social media playbook with all the necessary guidelines and best practices.

Objective and Results:
The objective of the autumn campaign was to launch the most awaited product of the year (2014) for the first time in MENA with a 360 approach.

To achieve this, I created a comprehensive digital marketing and content strategy aligned with the campaign’s goals. The strategy included a teaser campaign on social channels, a pre-launch sneak preview influencers event, and partnering with local artists to create user-generated content. It launched and sustained organic and paid posts (Facebook, Instagram, and Google display ads).

We had 18 Influencers attend The “Orange Carpet Event,” which included a band, a professional photographer who captured the event’s special moments, and the “The PrintGram” project, a technology that automatically prints out any shared photos on Instagram using the event’s hashtag.