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Time Business News

Afrah Asmar: Architect of Nutella's Middle East Instagram Success

Afrah Asmar, a Strategy and Content Manager at MullenLowe MENA from 2014 to 2017, brought strong cultural insight and strategic thinking to digital marketing. She played a key role in expanding Nutella's presence on Instagram in the Middle East, turning the platform into a vital connection point for the region's diverse audiences. Her leadership elevated the brand's visibility and set a benchmark for bilingual content in Arabic and English. When Afrah joined MullenLowe MENA, Nutella was active only on Facebook in the region, missing the opportunity to reach younger, visual-first audiences. Spotting this gap, she proposed and secured client approval to launch Nutella's Middle East Instagram page. From there, she led the content strategy, writing bilingual posts and managing community engagement across the Gulf and Levant. Her work was rooted in cultural nuance, adjusting tone and language to resonate with local audiences, from the warm, family-oriented messaging in Saudi Arabia to the modern, lifestyle tone used in Lebanon, while maintaining consistency with Nutella's global brand. Working as part of MullenLowe's regional team, Afrah led the content direction for Nutella's new Instagram presence. The page grew organically from zero to over 160,000 followers without relying on paid media or influencer campaigns. By July 2022, it had reached 71,277 followers, and by May 2025, it climbed to 160,100, maintaining a steady 0.50 percent engagement rate with an average of 791 likes and 13 comments per post. These results reflected meaningful audience engagement and contributed to Nutella's regional repositioning as a breakfast staple rather than just a sweet treat. One of Afrah's most successful content contributions was the 'Your Name on a Nutella Jar' campaign, which became a hit across the region. She led the content planning and execution for localized markets in Kuwait, Lebanon, Saudi Arabia, and the UAE. The campaign sold over 235,000 personalized jars, including 10,696 in the UAE in just one month. It was named a finalist at the Shorty Awards and earned Silver at the MENA Digital Awards for Best Use of Social Media, credited to Afrah and the MullenLowe team. Afrah also supported Nutella's broader digital strategy in the Middle East, collaborating with cross-functional teams to ensure content aligned with the brand's evolving positioning. Her efforts were recognized by both agency leadership and regional brand stakeholders. The Instagram page she helped build continues to influence Nutella's digital presence in the region and stands as a model for culturally fluent content marketing. With over 16 years of experience in integrated marketing, Afrah has worked across industries including food and beverage, tourism, and banking. She has partnered with global brands such as Coca-Cola, HSBC, Unilever, and Ferrero. Fluent in Arabic and English, she brings deep cultural fluency to every market, adjusting tone, dialect, and creative approach to maximize relevance while maintaining global brand cohesion. Her strategic leadership, localization expertise, and proven track record make her a standout in global digital marketing, particularly in helping brands connect with diverse audiences through culturally attuned, platform-native content. TIME BUSINESS NEWS