Zainab Salah — Content & Creative Strategist: content direction and campaign systems across Egypt and the UAE

The account

Specialism

Multi-branch medical centre — IV therapy, dermatology and laser, dentistry, cupping and pain treatment

Based

Fujairah, Dibba and Al Ain

Audience

Arabic-speaking patients, booking by phone at the branch nearest them

What I did

• Planned the feed around three reasons to post — explain a treatment, answer a worry, or carry an offer with a real date — so it is never just a run of discounts.
• Wrote every hook the way a patient thinks — the symptom first, the treatment second, so a post answers the worry before it names a service.
• Ended every post on one action — the branch to call — in the same place each time.

The account

Specialism

Smart vehicle tracking — GPS units, live alerts and in-cab cameras, with fitting and support

Based

Homs, Syria

Audience

Arabic-speaking drivers and fleet owners, enquiring over WhatsApp

What I did

• Split the plan into two tracks, individual driver and fleet, so every post knows which of them it is talking to.
• Wrote each hook around a fear or a job rather than the device — the driver who takes the long road alone, the fleet moving food and medicine that cannot sit in the heat.
• Kept the specs short and in plain Arabic; the model number is there for whoever wants it, never in the headline.

The account

Specialism

Cargo and freight — shipping, transport, dry and cold storage, customs clearance

Based

Dubai, UAE

Audience

Businesses moving goods in and out of the Gulf, in Arabic and English

What I did

• Built the plan around one worry per post — delay, cost, tracking, damage — instead of listing services.
• Wrote headlines to be read in two seconds at a red light — one promise each, the time or the safe pair of hands, never both at once.
• Kept the Arabic in Gulf register and the ask to a single line, the same one every time.

The account

Specialism

Plastic surgery — body contouring, liposuction and breast surgery

Based

Jumeirah, Dubai

Audience

Arabic and English speakers researching a procedure, booking over WhatsApp

What I did

• Planned an education-first feed — pre-op and recovery advice, and the awareness days — so the account is useful before it sells.
• Wrote the posts as answers to what people actually search — how long recovery really takes, what the first week feels like — so the question itself becomes the headline.
• Turned each answer into numbered steps a patient can act on, and kept every claim inside what a doctor is allowed to say.

The account

Specialism

Kids’ hair and body care — toffee-scented, natural ingredients, at an accessible price

Based

Egypt

Audience

Mothers who buy and children who choose, in Egyptian Arabic

What I did

• Planned the year around moments the family already has — back to school, Ramadan, the beach — so there is a reason to post that isn’t the product.
• Wrote in kids’ Egyptian Arabic and cast the products as characters the child takes sides with, so the post is a story before it is a shelf.
• Gave the mother her own line inside the same post — value, safety, what is in it — so one piece speaks to two people.

The account

Specialism

Children’s oral care and air fresheners, part of the Penduline range

Based

Egypt, and the Gulf through Penduline

Audience

The Penduline following — the line has no feed of its own, in Egyptian Arabic

What I did

• Wrote each piece around one moment in a child’s day — brushing before school, the smell of the classroom, fresh breath at break.
• Framed it as a habit rather than a product — the child who starts the day right, not the tube that does it.
• Kept one ask on every piece, and only one: order now.