Work/Al-Kasih
How a legacy brand found its footing in Iraq.
A legacy Jordanian brand, decades old, with no real presence in Iraq — and the campaign that changed that.
The situation
Al-Kasih is a name people in Jordan have trusted for decades — one of those legacy brands that barely needs an introduction at home. In Iraq, it was a different story. There was no real marketing system behind the brand: a couple of influencer collaborations, an event, some prizes shared with vendors and B2B partners. Nothing that added up to a presence.
The harder problem wasn't visibility — it was trust. Al-Kasih wasn't looking for the flashiest agency in Iraq. They were looking for a partner who could understand their language and their needs, work to their standards, and be trusted with a brand they'd spent decades building. For a long time, they couldn't find one.
What we did
We started where we always start: with the business, not the camera. We designed the campaign Al-Kasih actually needed, then ran two campaigns back to back. Each one paired a creative concept and theme with full execution — content creation and end-to-end influencer marketing built around a single strategy, not a scatter of posts.
After the second campaign, the relationship changed shape. Rather than treating marketing as a seasonal push, we moved to ongoing content and a steady rhythm of influencer collaborations designed to keep the brand alive between campaigns — not just visible when there was something to sell.
The rest of the picture
The social results moved with it: meaningful growth in reach, engagement, and followers across the brand's channels. But the number that matters most isn't on a dashboard — it's that a brand which couldn't find an agency to trust in Iraq decided to make us its arm here.
Today we're planning the campaigns ahead, as an extension of Al-Kasih rather than a vendor it hires season to season.
Why it worked
Not because of a clever reel. Because we understood the business before we built the work, ran it on a real strategy, and earned trust one honest step at a time — until the question moved from “make us a campaign” to “be our partner in Iraq.”
That arc is the business we're actually in.