Sharing the next chapter of GOMEDIA
In a UAE Stories feature, Heba discussed growing GOMEDIA across the GCC and building lasting partnerships between brands and creators.
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Heba Hammad
Heba Hammad, known as Fashi, is an Egyptian fashion stylist and creator based in Dubai, sharing outfit ideas, beauty and travel alongside work in influencer marketing.
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uaestories.comRead the UAE Stories featureMaking room for in-house marketing teams
Heba shared how agencies can support busy brand teams with creator sourcing, negotiations, usage rights and campaign logistics.
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Start with the problem, then choose the creators
Heba published a reflection on involving agencies early in campaign planning. Her starting points include the audience, the desired change in behavior and the barriers to action.
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Different niches need different campaign strategies
Heba contrasted beauty campaigns built around education and routines with food campaigns built around emotion and experience.
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Connecting brands with the right influencers
Heba invited brands to discuss campaigns, explaining her focus on matching creators with relevant audiences and natural-feeling content.
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