MAGRABi Group
NOK Human Capital is an HR and talent-development company with a dedicated marketing department. As part of their internship program, I worked on real marketing projects for partner brands, including MAGRABi Group.
MAGRABi Group
MAGRABi is one of the leading optical and eyewear retail companies in the Middle East, known for premium eyewear, eye-care services, and a strong regional presence.
Note: This project overview includes only the parts of the work that can be publicly shared while respecting confidentiality.
01
SWOT Analysis
I began by understanding the brand through a full SWOT analysis. This helped us identify its strengths, weaknesses, opportunities, and threats, and gave me a clear picture of the brand’s current position before planning any strategy or campaign.
02
Competitive Analysis
After completing the SWOT analysis, I conducted a competitive analysis to understand how similar brands position themselves in the market. This helped me identify industry standards, content styles, audience expectations, and opportunities that the brand could leverage.
03
Campaign Planning & Strategy
This phase involved setting the campaign objective, defining the target audience, outlining the duration, and selecting the platforms. The strategic direction was established by planning the main campaign idea, content formats, captions, CTAs, video scripts, tone of voice, visuals, and story count.
The full preparation timeline and launch date were mapped out, along with the KPI framework used to monitor and evaluate the campaign’s performance.
04
Audience & Persona Development
This stage focused on developing multiple buyer personas tailored to each campaign and platform. Each persona was created with a specific goal in mind and aligned with the behavior and expectations of users on Facebook, Instagram, and LinkedIn.
This ensured that every platform had a clear audience profile, allowing the campaign’s messaging, targeting, and content direction to match the needs of each user segment.
05
Budget & Media Planning
The recommended media budget for the three-month campaign was 140,000–170,000 EGP ($2,800–$3,400 USD). This budget level was selected to support multiple campaign ideas, several buyer personas, and continuous activity across Meta’s advertising ecosystem, including prospecting and retargeting.
With this investment, the expected performance outcome for the campaign was a 9.5%–10% increase in sales, supported by stronger reach, higher-quality traffic, and improved engagement across the targeted audience segments. The budget and ROI expectations were planned to align with the brand’s premium positioning and competitive market environment.
06
Content Creation & Creative Development
This phase focused on producing all campaign assets needed for launch. The content included visuals, captions, scripts, photos, and video concepts, along with platform-specific post formats. A full content calendar was developed to organize publishing dates, asset types, messaging flow, and campaign milestones, ensuring consistent communication throughout the campaign period.
07
Campaign Presentation & Final Deliverables
The full campaign strategy, creative assets, audience framework, and expected performance outcomes were compiled into a structured presentation for MAGRABi’s marketing team. The deliverables included the complete media plan, content calendar, targeting strategy, buyer personas, and visual concepts developed during the project.
This phase focused on clearly communicating the strategic approach and demonstrating how the proposed campaign would operate if executed, while respecting confidentiality and internal brand guidelines. No live activation was carried out as the project was developed for training and strategic evaluation purposes.
