Case Study Summary
Masar helped launch Polisan Paint Iraq’s social presence and product communication through social media management, creative content, paid ads, product videos, photography, design, and sales-focused campaigns built for Iraqi homeowners and the paint market.
Polisan Paint entered Iraq as a new paint brand in a market already filled with strong competitors, established buying habits, and customers who did not yet know the product range.
The challenge was not only to make people see the brand.
The challenge was to make paint feel interesting, emotional, and relevant to homeowners, not only painters and dealers.
Masar worked with Polisan Paint Iraq during its launch phase in 2025, managing social media, content strategy, video production, photography, product launch content, paid ads, sales-focused campaigns, design, copywriting, community management, and reporting.
Instead of relying on technical product posts or translated corporate content, Masar built a creative direction around color, emotion, home transformation, and the feeling people want from changing their space.
The result was one of the strongest paint-category content systems in Iraq, helping Polisan Paint Iraq move from a new page with only a few posts into a visible paint brand with millions of views, strong reach, and a clearer position in the Iraqi home improvement market.
This case study shows how Masar Agency approaches paint marketing in Iraq through product launch strategy, social media management, creative video content, paid ads, color-focused storytelling, and local home improvement audience insight.
Client
Polisan Paint Iraq
Project Period
May 2025 — January 2026
Industry
Paint
Home Improvement
Construction Materials
Interior Paint
Exterior Paint
Color Systems
Renovation Products
Market
Iraq
Parent Brand
Polisan Kansai Paint
Platforms Used
Instagram
Facebook
WhatsApp
Calls
Showroom traffic
Dealer/showroom channels
Project Type
Paint brand launch in Iraq
Social media management
Product launch campaign
Home improvement marketing
Paid ads campaign
Sales-focused content system
Creative product communication
Paint marketing in Iraq
Services Used
Social Media Management
Content Strategy
Video Production
Photography
Product Launch Content
Paid Ads
Sales Campaigns
Design
Copywriting
Community Management
Reporting
The Challenge
Polisan Paint Iraq was entering the market as a new paint brand.
The brand had international strength and a wide product range, but in Iraq, the page and market presence were still at the beginning. The Instagram page had only a few posts, people did not yet know the brand, and customers did not clearly understand where to buy, what products were available, or why they should consider Polisan instead of familiar paint competitors.
The paint category also had a communication problem.
Most paint brands in Iraq talk mainly to painters, dealers, or technically informed buyers. They focus on features, product details, technical language, catalog visuals, and generic color posts.
But ordinary homeowners do not buy paint only because of technical specifications.
They buy the feeling of a new room.
They buy the mood of a new color.
They buy the idea that their home can feel cleaner, warmer, brighter, calmer, or more alive.
Masar saw that Polisan needed to speak not only to professionals, but also to homeowners, women, families, and ordinary people who wanted to improve a room without needing to understand every technical paint feature.
The Iraqi Paint Market Insight
In Iraq, the paint purchase is influenced by more than one person.
The homeowner matters.
The family matters.
The architect or interior designer matters.
The painter matters.
The person who imagines how the room will feel also matters.
Most paint brands speak as if the painter is the only audience.
Masar saw a gap.
Nobody was seriously speaking to ordinary people who want to paint a room, refresh a home, or change the feeling of a space themselves.
The insight was simple:
People do not only choose paint.
They choose the feeling a color gives them.
That shaped the entire direction.
Instead of making every post about durability, coverage, or product features, Masar focused on emotional and visual reasons people care about paint: color, atmosphere, personality, home transformation, and the excitement of changing the environment around them.
The technical side still mattered, but it was not the main entry point.
The entry point was feeling.
Strategy
The main strategic idea was to introduce Polisan Paint Iraq as a paint brand that speaks to people, not only to painters.
Masar wanted people to remember Polisan as:
- A new paint brand in Iraq
- A Turkish paint brand with a wide product range
- A brand for real Iraqi homes
- A brand that makes color feel emotional and practical
- A brand that speaks to homeowners, not only professionals
- A brand available in Iraq through local showroom/dealer channels
The repeated campaign direction was built around:
لون عالمك
The strategy had three layers.
1. Launch the Brand Visually
Polisan needed to look active, present, and confident from the beginning.
Masar created product launch content, grid planning, product visuals, color-based posts, and social media assets that helped the page feel alive instead of empty.
2. Make the Product Range Easier to Understand
Instead of showing the catalog directly, Masar used a seasonal color-grid concept.
Every few posts, the visual direction changed color subtly based on a season or mood. This helped introduce the catalog and color variety without making the page feel like a technical brochure.
3. Connect Paint to Emotion and Sales
Masar created videos around how color changes the feeling of a room, how a new environment can shift the mood of a home, and how paint is not only a product but a way to refresh daily life.
This connected awareness to action without making every post feel like a direct product ad.
Creative Direction
Polisan became a strong creative project because Masar did not treat paint as a boring product category.
The content was built around color, feeling, transformation, and simple product understanding.
Masar created:
- Product videos
- Color inspiration content
- Before/after concepts
- Launch posts
- Catalog-style posts
- UGC-style content
- Showroom/dealer content
- Sales-focused videos
- Creative skits
- Product education content
- Visual branding videos
The strongest visual direction used black-and-white rooms where color entered gradually through the paint.
This made the product feel like it was not only covering walls, but bringing life back into the room.
The strongest creative skit was the mother-and-child video for Polisan X1 All.
The idea showed a child asking his mother whether X1 All could paint different objects. The conversation kept going back and forth, with the mother saying yes to different surfaces, until the child brought a pillow and she finally said no.
The skit made the product benefit easy to remember without turning it into a boring explanation.
Instead of saying, “This product works on many surfaces,” the video made people understand it through a simple family situation.
That is the type of content that helped Polisan feel more human and easier to remember.
Sales & Lead Direction
The campaign was built to support product discovery, showroom visits, and sales conversations without publishing private sales numbers.
Inquiries and actions were collected through:
- Instagram DMs
- Calls
- Showroom visits
- Dealer/showroom channels
The main CTAs included:
- Message us
- Call now
- Ask about colors
- Visit the showroom
- Ask about the product
The content and paid ads helped create stronger product interest and contributed to a clear increase in showroom walk-ins during the launch period.
Publicly, the case study can describe the result as:
The campaign helped create product awareness, customer inquiries, and stronger showroom interest during Polisan Paint Iraq’s launch phase.
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.
Execution
Masar handled Polisan Paint Iraq’s social media and launch communication across content, creative, production, paid ads, and reporting.
The work included:
- Product videos
- Photography
- Design
- Copywriting
- Social media management
- Monthly content planning
- Product launch content
- Creative video concepts
- Paid ads
- Sales-focused campaign assets
- Community management
- Reporting
The page started with only a small amount of content and needed to quickly look active, trusted, and locally relevant.
Masar helped create that foundation by building a consistent content system around product visibility, color inspiration, emotional storytelling, and sales support.
Results
The main result was market visibility.
Polisan Paint Iraq entered the market as a new brand and needed to quickly build awareness, explain its products, and create demand in a competitive paint category.
Across the available Meta reporting window, Polisan Paint Iraq generated strong visibility across Instagram and Facebook.
Instagram Performance
14.5M+
Instagram views
3.3M+
Instagram reach
14.47M+
total Instagram views
14.2K+
Instagram content interactions
36.6K+
Instagram link clicks
13.97M+
views from ads
46K+
Instagram profile visits
2.9K+
Instagram follows
500k+
organic views
Facebook Performance
20.5M+
Facebook views
650k+
3-second views
130 days & 5 hours
watch time
47.6k+
link clicks
13.97M+
views from ads
23K+
profile visits
20.5M+
total Facebook views
Audience & Page Growth
The campaign helped Polisan Paint Iraq grow from an almost new page into a visible local brand presence.
The Instagram audience reached more than 3,000 followers, with Iraq representing the overwhelming majority of the audience and Baghdad as the leading city.
The content also reached other important Iraqi cities including Najaf, Basra, Hillah, Diwaniyah, Karbala, Kirkuk, and Mosul.
Best-Performing Content
The strongest performance came from branding videos and creative product videos.
The best-performing Instagram content reached around 3.4M views, while another Polisan X1 All video reached around 990K views.
This showed that paint content could perform at scale when it was framed emotionally and creatively instead of technically.
What Worked Best
The branding videos worked best because they made paint visual and emotional.
The black-and-white-to-color concept made the benefit of paint immediately understandable without needing technical explanation.
The mother-and-child X1 All skit worked because it turned a product feature into a simple story. The audience could understand the product’s flexibility without feeling like they were watching a lecture.
The seasonal color-grid system also helped the page feel organized and visually intentional, while introducing the product catalog in a more subtle way.
The strongest combination was:
Color + feeling + home context + simple product understanding.
What Masar Learned
The Polisan project reinforced several lessons about paint and home improvement marketing in Iraq:
- Paint content should not speak only to painters.
- Homeowners care about feeling, not only product features.
- Color is emotional before it is technical.
- Paint brands need to show transformation, not only product cans.
- Technical benefits work better when translated into simple situations.
- Women, families, and ordinary homeowners are important audiences in the paint category.
- A new paint brand needs trust, availability, and emotional relevance.
- Catalog content becomes stronger when it is turned into a visual experience.
- Creative skits can explain product benefits better than direct educational posts.
- In Iraq, home improvement content performs better when it feels close to real homes and real decisions.
Why This Case Study Matters
This case study shows how Masar helps a new international product brand enter the Iraqi market with a stronger local communication system.
Polisan Paint Iraq was not only launching a page.
It was entering a competitive category where customers already had habits, painters already had preferences, and paint brands usually communicated in the same technical way.
Masar helped shift the communication from features to feeling.
The project shows Masar’s ability to:
- Launch a new product brand in Iraq
- Market home improvement products
- Build social media from an early stage
- Turn technical products into simple creative stories
- Use paid ads to build visibility
- Support showroom interest
- Create product videos and visual campaign systems
- Speak to homeowners, not only professionals
- Build creative content in a category that usually feels boring
Most importantly, it shows that Masar can make a functional product category feel human, visual, and memorable.
Key Services Used
Paint Marketing in Iraq
Home Improvement Marketing
Product Launch Campaign
Social Media Management
Content Strategy
Video Production
Photography
Paid Ads
Creative Product Communication
Sales-Focused Campaigns
Design
Copywriting
Community Management
Product Education
Color Inspiration Content
Iraqi Audience Understanding
Frequently asked questions
What did Masar do for Polisan Paint Iraq?
Masar managed Polisan Paint Iraq’s social media, content strategy, video production, photography, product launch content, paid ads, sales-focused campaign assets, design, copywriting, community management, and reporting.
What was the main challenge for Polisan Paint Iraq?
Polisan Paint Iraq was a new paint brand in the Iraqi market. The challenge was to introduce the brand, explain the product range, build trust, create product awareness, and make the page feel active and locally relevant from the beginning.
What made Masar’s strategy different?
Did Masar run paid ads for Polisan Paint Iraq?
Yes. Masar ran paid ads to support product awareness, visibility, showroom interest, and customer actions.
What results did the campaign generate?
Across the available Meta reporting window, Polisan Paint Iraq generated 14.5M Instagram views, 3.3M Instagram reach, 20.5M Facebook views, 47.6K Facebook link clicks, 36.6K Instagram link clicks, and grew the Instagram page to more than 3,000 followers.
Did the campaign support sales?
The campaign supported customer interest, showroom activity, and sales conversations during the launch period. Exact sales and inquiry numbers are kept private.
What does this case study show about Masar Agency?
This case study shows Masar’s ability to launch a new product brand in Iraq, simplify technical product communication, create memorable content, run paid campaigns, and make a functional category like paint feel emotional and relevant.
Ready to Dominate Attention in Iraq?
Your brand has a visibility problem.
Most brands in Iraq are not failing because of poor products. They’re failing because they’re invisible — or worse, they’re visible but irrelevant.
MASAR.
The agency that understands how Iraqis pay attention. Strategic creative and visibility systems for brands in Iraq.
contact@masar.agency
+964 790 355 3888
Mansour, Dawoodi, Baghdad, Iraq
Also registered: London, United Kingdom
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Campaign Strategy
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UGC Campaigns
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