Strategy that survives contact with a client.
The frameworks I use to plan, prioritise, and decide what not to post. Not theory. The version that holds up in a Monday meeting when someone asks why.
Marketing Without The Meh!
The strategy work nobody posts about.
15+ years running social for brands across Egypt, the Gulf, Europe and North America. Every week I take apart one real campaign, one framework, or one thing this industry keeps getting wrong. No hot takes. No listicles. No meh.
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100 Hooks بالمصري
The first line decides whether anyone reads the second one. This is the swipe file I built from years of writing Masry captions for brands: 100 hook formats, each with a worked Egyptian example you can adapt to your brand.
Not translated from English. Written in Masry, for Masry.
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What actually lands in your inbox
AI, minus the hype and minus the panic.
What it genuinely changes in planning, creative and measurement, and what is a demo pretending to be a workflow.
Campaign breakdowns from this region.
Real MENA campaigns taken apart: the goal, the call that was made, and whether it worked. Anonymised where it has to be.
15+ years
Egypt, GCC, Europe, North America
Digital and Social Media Consultant
Automotive, real estate, finance, fashion, F&B
I run social for brands you have almost certainly scrolled past. The frameworks are mine to share. The logos are not mine to spend, so what you get here is the thinking, not the client list.
Still reading?
Then you are exactly who this is for.
The hook bank is free. The newsletter is weekly. Both switch between Masry and English depending on what the idea needs.