IGCF, Forbes showcase strategies with human touch in comm

At the event, a series of in-depth workshops organised by Forbes Middle East under the overarching capacity-building program “Influencer Dynamics: Mastering Public Communication in the Digital Age” covered the latest strategies and tools necessary to navigate the complexities of modern communication, influencer marketing and digital engagement.

The science of effective public campaign strategies
Hiba Ikhlaif, Executive Director of Digital at Kizmet Media, in her session on effective public campaign strategies, emphasised the importance of aligning campaign objectives with government goals and audience needs. “Creating a winning campaign is not just about producing creative content; it’s about leveraging data to craft a narrative that resonates deeply with your audience,” she said.

Ikhlaif also stressed the importance of setting clear ‘Key Performance Indicators’ (KPIs) and using storytelling to emotionally engage audiences. “People connect more with emotions than with logic. If you want your message to stick, appeal to your audience’s emotional side,” she noted.

Metrics matter: Decoding RoI in marketing campaigns
Sara Al Refai, Managing Director of Edraak Media, led the session on decoding RoI in marketing campaigns, focused on the importance of monitoring and measuring the success of digital and influencer marketing campaigns.

Al Refai introduced the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) as a key tool for assessing campaign effectiveness. “It’s not just about the number of videos you post or the amount of money you spend; it’s about the story you tell and the impact it leaves,” she noted. She also highlighted the importance of considering non-measurable outcomes like brand awareness and customer loyalty for long-term success.

Fit for life: Unlocking your body's potential through exercise and nutrition
This session focused more on the influencer personality and their message over and above the marketing angle. Chiara Seidenader, a longevity expert, entrepreneur and TEDx speaker, highlighted the critical role that exercise and nutrition play in enhancing longevity and quality of life. “Longevity isn't just about adding years to your life — it’s about ensuring those years are filled with health and vitality,” she noted. Seidenader also discussed how daily habits such as regular exercise and mindful eating can significantly impact our physical and mental well-being, noting that “our diet can either be our greatest ally or our worst enemy.”

The workshop also featured a session on “Mastering Mental Toughness: The Key to Athletic Success,” led by athlete Loubna El Jawharji, and a masterclass, “Building a Brand: The Power of Effective Storytelling in the Digital Era” led by chef and influencer Hala Ayash. These sessions provided actionable strategies for developing mental resilience and crafting compelling narratives in today’s competitive digital landscape.