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Keeta — Meituan's international food and grocery delivery platform — was preparing to launch in Qatar, a market already saturated with established delivery services. The brief was clear: build awareness from zero, create cultural relevance on day one, and drive app downloads in the first 90 days — all while competing against brands Qataris had been using for years.
They didn't need another generic "we're here" campaign. They needed to feel like they'd always been part of the neighbourhood.
Instead of leading with discounts and codes, we built Keeta a social-first personality — playful, bilingual (Arabic + English), and unapologetically local. Every piece of content referenced Doha street culture, Qatar humour, and the daily rituals around food that everyone in the market already shares.
The content engine ran across Instagram, TikTok, Twitter/X, and Snapchat — with platform-native formats for each. Reels that felt like they came from a friend's story, not a brand calendar. Threads that riffed on trending moments within minutes.
In parallel, a paid media strategy targeted high-density zones — The Pearl, West Bay, Education City, Al Sadd — with geo-fenced campaigns that shifted creative based on time of day and weather.
In under three months, Keeta went from an unknown brand in Qatar to the third-most-downloaded food delivery app in the country. More importantly, it built the kind of brand equity that doesn't disappear when the ad budget pauses: organic mentions, memes, user-generated content, and a social following that engages without being prompted.
The content system we built continues to run — bilingual, platform-native, culturally embedded. Keeta's social team now operates from Mash's studio in Al Mirqab Tower, producing 40+ pieces of content per week across four platforms.
The playbook has since been adapted for Keeta's expansion into Saudi Arabia and the UAE — same framework, new cultural layer. That's the point: build a voice, not a campaign, and it travels.