Case Study Summary
Al Mared Al Iraqiya wanted to promote Al Amira Nuts through an influencer marketing campaign that made the product feel natural, useful, and memorable in everyday Iraqi life.
The campaign focused on one clear message:
Al Amira Nuts are roasted, not fried, and can be used in daily snacking, hosting, and cooking.
Masar managed influencer selection, creator briefing, campaign management, content direction, and reporting.
Instead of using only food creators, Masar activated 10 mid-tier influencers across chefs, food bloggers, lifestyle creators, family creators, and comedy creators.
The goal was to show Al Amira Nuts in different real-life situations: with friends, in family gatherings, while watching football, in cooking, in product reviews, in comedy arguments, and in casual daily snacking moments.
This helped the product appear repeatedly across different audience groups while keeping the content natural and relatable.
Client
Al Mared Al Iraqiya
Project Period
20 December — 15 January
Industry
FMCG
Snacks
Nuts
Food Products
Influencer Marketing
Market
Iraq
Product
Polisan Kansai Paint
Platforms Used
Influencer Selection
Creator Briefing
Campaign Management
Content Direction
Reporting
Project Type
Influencer marketing campaign
Food influencer campaign
Snack product awareness campaign
Mid-tier creator campaign
FMCG influencer marketing in Iraq
The Challenge
Al Amira Nuts needed awareness through content that did not feel like a normal product advertisement.
The product had a clear selling point: it is roasted, not fried.
But the campaign needed to do more than repeat that message.
It had to show the product inside situations where people actually consume nuts: while sitting with friends, hosting guests, watching football, cooking, snacking at home, or having casual conversations.
The challenge was to make Al Amira Nuts feel present in daily life, not only placed inside influencer content.
Strategy
Masar used a multi-creator strategy instead of depending on one type of influencer.
A chef could show the product in cooking and recipes.
Food bloggers could show taste and product quality.
Lifestyle and family creators could show the product in daily snacking and home situations.
Comedy creators could make the product memorable through skits and relatable Iraqi situations.
This allowed the campaign to reach wider audience groups while keeping the product message consistent.
The campaign was built around three goals:
- Build awareness for Al Amira Nuts.
- Show different usage occasions.
- Communicate that the product is roasted, not fried.
Influencers Activated
The campaign included 10 mid-tier influencers:
- Mohammed Zilzal
- Rusul Waleed
- Rusul Adel
- Nour Al-Hili
- Bakr Sakin
- Nirmeen Al-Zubaidi
- Tina Taha
- Chef Basheer
- Ban Qasim
- Tofe AlAzawy
The report shows that the campaign intentionally used multiple complementary niches, including chefs, foodies, lifestyle creators, and comedy influencers, to maximize reach and relevance.
Creative Direction
The creative direction focused on making Al Amira Nuts appear in natural Iraqi moments.
The chef content showed the product through cooking, taste, and quality.
The lifestyle and family content showed the product as something people could consume casually at home, with friends, while watching football, or during gatherings.
The comedy content turned the product into a memorable part of the story.
One of the strongest ideas came from Tofe AlAzawy, where arguments with friends were fixed when he offered them Al Amira Nuts as a snack.
Another strong idea came from Rusul Adel, where she was eating the nuts and barely reacting to her friend’s life problems because the snack was too good.
These skits worked because the product was not forced into the content.
It became part of the situation.
Roasted, Not Fried
The “roasted, not fried” message was communicated directly through the creators.
This was important because the product needed a clear point of difference.
The message helped position Al Amira Nuts as a better daily snack choice, while the different creator formats helped prevent the campaign from feeling repetitive.
Instead of saying the same line in the same format, the campaign placed the product across cooking, comedy, family, lifestyle, and snacking contexts.
What Masar Avoided
Masar intentionally avoided the usual paint-company content mistakes:
- Boring product posts
- Heavy technical language
- Only catalog images
- Generic color posts
- Over-corporate translated content
- Posts that speak only to painters
- Product features that ordinary customers do not understand
- Content that looks like every other construction-materials page
The goal was to make Polisan feel like a brand people could imagine inside their own homes.
Not just a product on a shelf.
Results
The campaign generated strong visibility for a mid-tier influencer campaign.
Across the influencer report, the campaign generated more than 1.5M reported views and story views across creator content.
The report also showed strong performance from comedy and lifestyle creators, with comedy proving especially effective for retention and mood-based engagement.
Selected Creator Results
Rusul Adel
468K views, 313K accounts reached, 45 days of watch time, 29K interactions
Chef Basheer
161K views, 110K accounts reached, 8.1K interactions, 1.4K saves, 1.3K shares
Mohammed Zilzal & Rusul Waleed
165K views, 5K interactions
Tofe AlAzawy
240K views, 5.8K interactions, 19 days and 15 hours of watch time
Nirmeen Al-Zubaidi
142K views, 11 days of watch time, 5.6K interactions
Nour Al-Hili
61K views, 1.5K interactions
Bakr Sakin
178K views, 4K interactions
Ban Qasim
111K views, 2.1K interactions
Tina Taha
45.2K total story views
The report also showed that food-focused creators delivered strong save and share rates, while comedy creators delivered strong retention and mood-based engagement.
What Worked Best
The best-performing content types were comedy skits.
Tofe AlAzawy and Rusul Adel performed especially well because their content made the product part of a relatable situation instead of only showing it as a snack pack.
Food content also worked, especially when it showed product use, taste, and quality.
Chef Basheer’s content was valuable because it connected Al Amira Nuts to cooking and generated strong saves and shares, which means people saw the content as useful, not only entertaining.
The strongest combination was:
Comedy + daily situations + clear product message + roasted-not-fried positioning.
What Masar Learned
This campaign reinforced a simple influencer marketing lesson:
For snack products, one type of creator is not enough.
A chef can show use.
A lifestyle creator can show routine.
A family creator can show home consumption.
A comedy creator can make the product memorable.
By spreading the product across different everyday situations, the campaign made Al Amira Nuts feel more present in Iraqi daily life.
Key Services Used
Influencer Marketing in Iraq
Food Influencer Campaign
FMCG Influencer Marketing
Snack Product Marketing
Creator Selection
Creator Briefing
Campaign Management
Content Direction
Mid-Tier Influencer Campaign
Comedy Creator Campaign
Food Product Awareness
Iraqi Audience Understanding
Frequently asked questions
What did Masar do for Al Amira Nuts?
Masar handled influencer selection, creator briefing, campaign management, content direction, and reporting for Al Amira Nuts by Al Mared Al Iraqiya.
What was the goal of the campaign?
The goal was to build awareness, show different usage occasions, and communicate that Al Amira Nuts are roasted, not fried.
How many influencers were part of the campaign?
Why did Masar use different types of influencers?
Masar used different creator types because Al Amira Nuts can be consumed in more than one situation. The campaign showed the product in cooking, daily snacking, family gatherings, football-watching moments, product reviews, and comedy skits.
What type of content worked best?
Comedy skits performed especially well, particularly content by Tofe AlAzawy and Rusul Adel. Food-focused content also generated useful engagement, saves, and shares.
What was the main product message?
The main message was that Al Amira Nuts are roasted, not fried.
What results did the campaign generate?
Across the influencer report, the campaign generated more than 1.5M reported views and story views, with strong engagement from comedy, lifestyle, and food creators.
What does this case study show about Masar Agency?
This case study shows Masar’s ability to design small influencer campaigns with clear creator roles, strong product positioning, and content that fits real Iraqi usage moments.
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