Talabat Iraq
A performance-driven social and paid media engagement for the region's largest food-delivery brand in one of MENA's fastest-growing markets.
The brief.
Talabat is the dominant food-delivery brand across the GCC, and the Iraqi market represented one of the largest single-country expansion opportunities in their portfolio. The challenge wasn't awareness, it was conversion. Iraqi users knew the brand from regional channels, but local market behaviours, language preferences, and platform usage differed enough that lifted creative from other markets was under-performing.
The team needed a partner on the ground in Iraq that could move at platform speed, produce localised creative in Arabic and Kurdish, and run paid media engineered around real installs and first-order rates, not vanity reach metrics.
What we did.
- Localised creative production. In-house photo and video shoots in Erbil and Baghdad, with copy adapted into Iraqi-dialect Arabic and Kurdish, not transliterated from MSA.
- Always-on social. Content calendar covering Instagram and TikTok feeds, plus a high-cadence Stories playbook timed to local meal windows.
- Performance-led paid media. Meta Ads and TikTok Ads campaigns built around installs, first-order conversion, and retention milestones, not impressions.
- Influencer activations. Vetted creator partnerships across food, lifestyle, and comedy verticals, chosen for audience fit rather than headline follower counts.
- Weekly optimisation cycles. Creative refresh and audience rotation every week, with monthly performance reviews tied to revenue benchmarks.
The results.
Figures are illustrative of the engagement scope. Detailed campaign reports available under NDA.