Magrabi's Latest Campaign Takes Social Media By Storm
If you have, you know what all the fuss is about.
And if you haven’t, you’re missing out on one of the most innovative and powerful influencer marketing campaigns of 2018.
“Empower Your Vision” focuses on themes of female empowerment, while embracing the strengths and uniqueness of Arab ladies around the world.
But that’s not all.
The social media marketing campaign was produced entirely by women for women, under the direction of Magrabi’s Communication and Creative Director, Chérine Magrabi.
It features some of the region's most prominent female influencers including Dubai-based fashion designer and influencer Mariam Yeya; Kuwaiti architect and media influencer Fatima AlMomen; Kuwaiti fashion influencer and vlogger Ascia Al Faraj; Saudi fashion designer Tamara AlGabbani; and Lebanese fashion influencer Nour Arida.
“The team was selected first and foremost on merit,” Magrabi said, when asked if it was her intention to hire an all-female crew. “It would be unfair to say [that the crew members were] merely selected because they were females. I work with the best, and the best happened to be women.”
Magrabi made it clear she chose to features these five influencers because they shared similar values with the Magrabi brand.
“Each [influencer] had a compelling story of resilience and courage, and each one embodies empowerment in her own sense of style,” she said.
From MAGRABi to every woman out there! Believe in the power of your vision #EmpowerYourVision A message, not one of ‘liberation’ or of ‘uprising’, but rather a human & socially driven message of celebration, and of encouragement ,to face the unknown, to challenge the ‘new frontier’, to show your potential as a woman, and to never be held back in expressing yourself, accomplishing your ambitions & dreams, by staying true to your very own “VISION”. #EmpowerYourVision Featuring @ascia @falmomen @nouraridaofficial @mrskeepa @tamaraalgabbani
“These influencers share similar values to Magrabi. We believe in self-expression, gender equality, creativity. We believe in dreaming big, breaking the norms and last, but not least, in having a vision,” she said.
“My closest team members are women,” Magrabi said. “I understand them, I relate to them, and have a great deal of respect for mothers, how they [balance] work and kids. . . So, yes, I am in favor of working with women.”
The campaign was shot in Lebanon and released last week on YouTube – and has racked up over 3.1 million views on the video-sharing platform.
Influencer Mariam Yeya noted that a tremendous amount of effort went into the making of "Empower Your Vision", but was quick to point out there were no divas on set.
“Everyone was very genuine. There was positive energy everywhere [during the production] which, I think, is reflected in the video,” Yeya said.
“The five of us all came from different cultures, different nationalities. We all have different personal styles, but you can see the harmony between us.”
It’s an excellent source of inspiration for brands that may be looking to tap into a female demographic, but want to do something different and revolutionary.
Magrabi took a bit of a risk by running a campaign that is very unique to what we're currently seeing in the region (especially when it comes to influencer marketing), and it's clearly paying off.
Well done, Magrabi! #empoweryourvision
What are your thoughts? Let us know in the comments below.