Akko Ethiopian Arabica Coffee Social Media Marke ng Strategy
in UAE
1. Understand Your Target Audience
Before ini a ng any marke ng campaign, we need to define our target audience clearly. Consider
the following factors:

Demographics: Age, gender, income levels, loca on (e.g., Dubai, Abu Dhabi, Sharjah, Ajman,
Ras Alkema and Fujairah), lifestyle.

Psychographics: Coffee preferences, habits, interests (e.g., health-conscious, gourmet coffee
enthusiasts, working professionals).

Behaviour: Online shopping tendencies, social media usage pa erns, interac on with
influencers.
2. Define our Brand's USP (Unique Selling Proposi on)
What sets AKKO Coffee apart from compe tors? This could be:

High-quality, ethically sourced beans

Unique roas ng technique

Eco-friendly packaging

A specific flavor profile or a health benefit (e.g., organic, low-acid coffee)

Local produc on or a unique local connec on to UAE
3. Iden fy and Collaborate with Influencers
The key to success in social media promo on is choosing the right influencers who align with our
brand’s iden ty and have an engaged following. Here’s how to approach this step:
a) Influencer Tiering:

Macro-Influencers (100k - 1M followers): These influencers can give us a broad reach across
UAE’s coffee lovers and lifestyle enthusiasts.

Micro-Influencers (10k - 100k followers): These influencers o en have more engaged, niche
audiences. For a coffee brand, micro-influencers specializing in food, wellness, or local
culture could be great op ons.

Nano-Influencers (<10k followers): If you want to target a hyper-local and personalized
approach, nano-influencers can provide high engagement with a small, devoted following.
b) Criteria for Choosing Influencers:

Relevance: Focus on influencers in the coffee, food, lifestyle, and wellness niches.

Engagement: Look for influencers with high engagement rates, not just large follower
numbers. This means they ac vely communicate with their followers and generate
comments, likes, and shares.

Loca on: Ensure the influencers are based in the UAE or have a strong following from the
region.

Authen city: Choose influencers who resonate with our brand’s ethos and message.
Akko Ethiopian Arabica Coffee Social Media Marke ng Strategy
in UAE
c) Key Influencer Categories:

Coffee Enthusiasts/Baristas: These influencers already have a community of coffee lovers
who would appreciate a high-quality local coffee brand.

Food Bloggers & Cri cs: These influencers can share honest reviews of our coffee, focusing
on taste, aroma, and quality.

Wellness Influencers: If your coffee has health benefits (e.g., organic, detoxifying), wellness
influencers will be valuable to reach health-conscious consumers.

Lifestyle Influencers: These influencers reach a broad, general audience, which can help
create brand awareness.
4. Engagement Strategy
How we engage with influencers will directly impact the effec veness of your promo on.
a) Collabora on Formats:

Sponsored Posts: Have influencers create sponsored posts showcasing AKKO Coffee,
including its quality, packaging, and taste.

Unboxing & Reviews: Send influencers a personalized AKKO Coffee package and ask them to
do an unboxing video or review.

Giveaways & Contests: Collaborate with influencers on giveaways where followers can win
AKKO Coffee products by engaging with the post (e.g., following the brand, tagging friends,
sharing content).

Affiliate Marke ng: Offer influencers a unique code for their followers to get discounts, and
provide commissions for every sale made using that code.

Instagram Stories & Reels / TikTok Videos: These formats are ideal for short, catchy, and
engaging content. Influencers can create behind-the-scenes content, recipe videos, or quick
taste tests.
b) Content Guidelines:
Provide influencers with key messaging but allow crea ve freedom. We may want them to cover:

The story behind AKKO Coffee

The flavor profile of your coffee

The benefits of drinking AKKO Coffee

How it fits into their daily rou ne or lifestyle
Encourage them to include authen c feedback and encourage their followers to try our product.
5. Social Media Pla orms
UAE has a high social media penetra on rate, so it's essen al to leverage the right pla orms for our
campaign. Focus on the following:

Instagram: Popular for lifestyle and food content, ideal for beau ful, visually engaging posts.
Akko Ethiopian Arabica Coffee Social Media Marke ng Strategy
in UAE

TikTok: For short, fun videos that engage the younger, trend-driven audience.

YouTube: For longer, more in-depth content like reviews, unboxings, or “day-in-the-life”
videos featuring AKKO Coffee.

Facebook: While less dominant with younger audiences, it s ll holds significant engagement
for certain demographics.

X (formerly Twi er): Use it to stay ac ve in conversa ons and create buzz around our coffee.
6. Set Clear Goals and KPIs
To track the effec veness of your influencer campaigns, set clear goals and measurable KPIs such as:

Engagement Rates: Likes, comments, shares, and men ons.

Reach & Impressions: The number of people who see our content.

Traffic to Website or E-commerce Pla orm: Track how much traffic is driven by influencer
links or discount codes.

Sales Conversions: Measure the actual sales linked to influencer promo ons.
7. Paid Ads with Influencer Content
In addi on to organic influencer content, consider using paid social media ads to amplify the
influencer posts. Boost the best-performing posts to reach a larger audience and target specific
demographic groups within the UAE.
8. Launch Promo ons & Campaigns
Ensure your influencer campaign is aligned with product launches, special promo ons, or events.
Consider:

Seasonal Campaigns: Promo ons around Ramadan, UAE Na onal Day, or other local
holidays.

Limited- me offers: Early bird discounts or bundle deals to incen vize immediate purchases.

Collabora ons: Partner with local cafes, restaurants, or e-commerce pla orms to sell AKKO
Coffee, further promo ng your brand.
9. Measure and Op mize Campaigns
Once your influencer campaign is underway, consistently monitor performance:

Evaluate engagement levels and follower growth.

Gather customer feedback and sen ment from social media comments or surveys.

Adjust the strategy based on data: If an influencer’s content performs be er on certain days
or mes, schedule more posts during those periods.
10. Building Long-Term Rela onships
Once we have successfully launched, focus on building ongoing rela onships with influencers.
Engage with them regularly and explore addi onal collabora ons for future campaigns, product
launches, or limited edi ons.