Facebook Groups
Where the 45–65 buyer lives. Give for three weeks before asking. Post as named humans, never as a logo. Never discuss politics — one comment ends the brand.
Digital media · brand · product
A brand, a demand engine, and a product — built from zero for Madafa / مَضافة.
Madafa — you're expected. · مَضافة — منتظرينكم
سوريا
أقرب.
Syria, closer.
The opportunity
A category with no brand in it
فئة كاملة بلا علامة
Syrians abroad are already going home. They are already spending on the ground. They are already choosing someone.
Right now that someone is an uncle with a car, a fixer in a Facebook group, or a hotel's WhatsApp number.
Not one of them has a brand. There is no name a family in Berlin can say out loud when a cousin asks who to trust.
That name is the opportunity — and it is still unclaimed. The first operator that looks trustworthy at scale takes the category.
Who actually pays
The person who watches the Reel is not the person who pays
مَن يشاهد ليس مَن يدفع
| The audience | The buyer | |
|---|---|---|
| Who | 18–35, second generation, scrolling | A woman, 45–65 — mother, aunt, eldest sister |
| Where | Reels, TikTok | Facebook groups, WhatsApp, email |
| Job | Feels it, tags the family | Books it. Holds the money. Picks the dates. |
She is not booking an adventure. She is buying relief from being the only competent adult in three time zones.
The insight
المسافة الحقيقية لم تكن يوماً بالكيلومترات
The real distance was never kilometres
Forty-seven messages in the family WhatsApp group
Three school calendars and two work schedules
Children who understand Arabic but answer in English
An aunt in Dubai coordinating siblings in Germany and Canada
A grandmother's story nobody has recorded
A local family that feels it has already seen everything
The platform
سوريا أقرب.
Syria, closer.
Madafa closes those distances through small, beautifully handled, purchasable moments.
How every story is built
A creative grammar, not a slogan
أربع حركات لكل حكاية
Distance · المسافةAn empty chair. A missing face in a photograph. A child missing a word.
Intervention · التدخّلOne coordinator. One Family Map. Three choices instead of fifty messages.
Closeness · القُربA shared laugh. A recreated photograph. A story finally recorded.
Next step · الخطوةChoose three moments · request a Family Map · pay a deposit.
This is why it scales: a small team can execute it weekly without a creative director in the room.
The campaign system
One platform. Every audience.
منصّة واحدة. لكل جمهور.
أقرب لأهلكCloser to your peopleDiaspora reunion
أقرب لأولادكCloser for your childrenKids, language, belonging
أقرب لحكايتكCloser to your storyMemory and archive
أقرب لبلدكCloser to your countryDomestic + Arab tourists
Faces before façades. Hands before drone shots. Specific lived detail instead of generic “beautiful Syria.”
Campaign 01 · direct response
خالة الحجوزات
The Aunt Who Books
Split screen. Left: a chaotic arrival hall. Right: the same hall, and a man in a pressed shirt beside a clean car — with his name, his photo, and the time he arrived: 40 minutes before the flight landed.
“You'll get his name and his photo three days before you fly. He'll be there before you land. That's the whole promise.”
Campaign 02 · built to spread
خلّي غيابك أخف
Make Them Miss You Less
A 60-second film is admirable. A 12-second template is contagious.
A kid fumbles an Arabic phrase in a kitchen abroad. Hard cut. Same kid, a courtyard in Syria — he nails it, and the family erupts.
12 diaspora creators post it inside the same 48 hours. A format seeded simultaneously reads as a trend; drip-fed, it reads as advertising.
The content engine
One shoot. A month of material.
تصوير واحد. شهر كامل.
Every travel brand runs out of content long before it runs out of ideas. We solve it with production engineering, not heroics.
What a single shoot yields
A hero film
A run of vertical cut-downs
Graded stills, colour-matched
“Proof” clips — the driver, the coordinator, the car
Audio moments
Behind-the-scenes
A steady shoot rhythm keeps the whole system always-on — with material banked in reserve.
What we'd actually make
Not a mood board — a month you can shoot
محتوى جاهز للتصوير
| النوع | الفكرة | الوصف |
|---|---|---|
| ريلز · مباشر | خالة الحجوزات | السائق باسمه وصورته، تصل قبل الرحلة بأيّام |
| ريلز · فيروسي | خلّي غيابك أخف | طفل يتلعثم بكلمة، ثمّ يتقنها في الحوش الدمشقي |
| تيك توك | قالب قابل للمشاركة | «قدّيش صار لك ما رجعت؟» — والناس يردّون بالسنين |
| ستوري | أوّل تسعين دقيقة | من المطار إلى الحوش، لقطات خام بلا مونتاج |
| كاروسيل | شو بيعمل السائق | خطوة بخطوة، قبل ما توصلي بساعات |
هذه خمسة نماذج فقط. التقويم الكامل — الهوكات والكابشنز ومواعيد النشر — يُكشف عند التوقيع.
One scenario · built end to end
“Make Them Miss You Less” — the twelve-second one
سيناريو واحد، مبنيّ بالكامل
الهوك (أوّل ثانيتين): طفل في مطبخ أوروبي يحاول يقول «تِسلَم إيديك» — ويتلعثم.
المسافة · Distanceالكلمة تطلع غلط. الجدّة على الشاشة تضحك بحنان — بس في مسافة.
القطع · Hard cutقطع حاد. نفس الطفل، بس في حوش دمشقي حقيقي بالحجر الأبلق.
القُرب · Payoffيقولها صحّ — والعيلة تنفجر ضحك وتصفيق حوله.
الخطوة · CTAنصّ على الشاشة: «سوريا أقرب» ثمّ «خلّينا نجهّز رحلتك».
ليش بتنتشر: اثنتا عشرة ثانية قابلة للمشاركة (stitch)، والكابشن سؤال — «شو الكلمة اللي ولادك بيغلطوا فيها بالعربي؟» — فالتعليقات بتكتب حالها.
From concept to camera
A sample shot list — exactly what we hand the shooter
قائمة لقطات — عيّنة
| # | اللقطة | شو صاير بالكادر | الكاميرا والصوت |
|---|---|---|---|
| ١ | قريبة · الوجه | الطفل بالمطبخ يحاول الكلمة، شفايفه تتلعثم | ثابتة، ضوء نافذة، موسيقى تبدأ |
| ٢ | إدراج · الشاشة | الجدّة على الفيديو كول تضحك بحنان | لقطة هاتف داخل الكادر |
| ٣ | القطع | قطع حاد — نفس الطفل، حوش دمشقي | whip-pan للانتقال |
| ٤ | تأسيسية | الحوش، الحجر الأبلق، ضوء العصر الدافئ | ثابتة أو دفعة أماميّة بطيئة |
| ٥ | متوسطة · العيلة | الطفل يقولها صحّ، العيلة تنفجر حوله | محمولة تتبع التفاعل |
| ٦ | قريبة · رد الفعل | وجه الجدّة لحظة تسمعها صحيحة | قريبة، بؤرة ضيّقة |
| ٧ | ختام · نصّ | «سوريا أقرب» والدعوة، شعار مَضافة | يُضاف بالمونتاج |
القائمة الكاملة — الإضاءة، المدد، الصوت، وخطة التغطية — تُسلّم للمصوّر عند التوقيع.
Channel architecture
Facebook is the buyer's home. WhatsApp is the cash register.
فيسبوك بيتها. واتساب هو الصندوق.
The one channel that spans both. Gulf and second-generation Europe live here — and so does urban Syria, in real numbers. Reach, emotion, sharing, tagging the parents. TikTok matters for the diaspora, barely at all at home.
The CRM, the storefront and the checkout. Every asset ends in a click-to-WhatsApp link that tells us which campaign sent it.
Inside Syria the order is Facebook first, Instagram a real second, TikTok barely at all — while in the diaspora Instagram and TikTok carry everything. So Instagram is the one channel that works on both sides, in two different registers. The connection is slow, too, so we ship light, burn in subtitles, and keep WhatsApp files small enough to actually forward. A file that won't forward is a dead asset.
The campaign portfolio
Four campaigns. Four different jobs.
أربع حملات. أربع وظائف.
| Campaign | Job | Runs | How we judge it |
|---|---|---|---|
| خالة الحجوزات The Aunt Who Books | Direct response — this one books trips | Always-on · hard push 6–8 wks before each peak | Enquiries, and how many become real conversations |
| خلّي غيابك أخف Make Them Miss You Less | Organic reach — the viral engine | Seeded bursts · Ramadan, Eid, back-to-school | How far it travels without us paying for it |
| صيفية Sayfiyeh — the summer return | Seasonal peak — fills the summer | Book Feb–May for Jun–Sep | Demand arriving inside the season window |
| أقرب لحكايتك Closer to Your Story | Retention & referral — memory products | Nov–Jan gifting · always-on | Whether past guests come back and bring others |
One is built to be shared. One is built to sell. One fills the calendar's biggest month. One brings them back.
Scope of work
What lands every month
ماذا يصل كل شهر
Content — the engine
Two production shoots
A full month of finished assets: 2 hero films · 12 vertical cutdowns · 40–50 graded stills · 10 proof clips · 4 audio moments · 6 behind-the-scenes
Every asset delivered in AR and EN, subtitled, WhatsApp-sized
Publishing & community
Daily publishing across feed, Reels, Stories, long-form and email
Daily comment + DM response in Arabic and English
Facebook Groups programme — 8 value posts/month across target groups
Paid media
Campaign build, audience construction, continuous creative testing, daily optimisation, budget pacing across markets, weekly kill-and-scale decisions
Funnel & conversion
WhatsApp templates and flows maintained · lead scoring · response-time monitoring · landing pages per campaign · ongoing SEO articles · CRO on the booking path
Plus: creator programme management · weekly reporting · monthly strategy review.
A month, at a glance
The content calendar
تقويم المحتوى
| Mon | Tue | Wed | Thu | Fri–Sat | Sun | |
|---|---|---|---|---|---|---|
| W1 | Brand film | FB Groups round | Meet the coordinator | Reel — courtyard, blue hour | Stories: live trip proof | YouTube: the full reunion |
| W2 | Aunt Who Books hero | WhatsApp broadcast | Carousel: what your driver does | Reel — first Arabic word | Stories: behind the scenes | FB long post: how a trip really works |
| W3 | Miss You Less hero | Group Q&A | Proof: vehicle, route, plan | TikTok — food macro | Stories: the arrival | Email: 5 things to sort |
| W4 | Customer story | UGC repost round | FAQ: papers & documents | Reel — the door | Stories: family week | Sayfiyeh early-bird opens |
Fri–Sat is Stories only — live operational proof from real trips. Thursday is the reach slot: the strongest window before the weekend.
Social, channel by channel
Different audience, different job
لكل جمهور وظيفة
| Channel | Who it reaches | What we post | Rhythm |
|---|---|---|---|
| Facebook Page + Groups | The buyer — mothers and aunts in Europe · domestic Syrians | Long native video, real departure albums, answers, customer posts | Daily presence, active in the groups |
| Gulf diaspora · second generation · urban Syria | Reels, carousels, Stories, Highlights as the trust wall | Reels and Stories, most days | |
| TikTok | Second gen · discovery (diaspora only) | The stitchable template, food, kids, raw arrivals | A few a week |
| Everyone who converts | Status, Channel broadcasts, the booked-family community | Daily Status, a weekly broadcast | |
| YouTube | Europe + North America, deep trust | The full family films, long-form | A flagship film each month |
| US / Canada especially | Documented, practical, the Arrival Plan | A weekly note |
Paid media
لا نعلن داخل سوريا.
You cannot advertise into Syria. So we don't.
The platforms will not let anyone target the country. Every competitor hits the same wall — and most simply stop there.
We go where the audience actually lives: the diaspora, in their own cities — Berlin, Stockholm, Dubai, Toronto, Detroit.
And the sharpest targeting signal is not geography — it is language.
Reaching Arabic-speaking households in Germany works far better than chasing people who once clicked something about Syria. We start in one market, prove the creative, and only then widen.
Measurement
What we watch — and what we ignore
ما نراقبه — وما نتجاهله
What we report on
Enquiries arriving by campaign · how fast they were answered · which creative produced conversations · which audiences and markets respond · what we killed and what we scaled.
What we refuse to celebrate
Follower counts. Impressions. Likes on a pretty skyline. None of them can be traced to a real conversation with a real family.
Our job is to fill your inbox with the right conversations. What those conversations are worth, and what you charge for them, is your business — not our promise to make.
How you'll know it's working
Reporting, and the hard part
التقارير — والجزء الصعب
Weekly — one page
What ran, what worked, what we changed. No slides, no theatre.
Monthly — the review
Creative performance, audience learnings, next month's plan, and the one decision we need from you.
The honest difficulty: This market closes in WhatsApp — which is a private room we cannot see into. Most agencies quietly ignore this and report on clicks instead. We build the trail properly:
Coded linksA different opening message per campaign — so the first line tells us where they came from
Landing pagesOne per campaign, so nothing is lost at the handoff
The human ask“How did you hear about us?” — in conversation, never on a form
Closing the loopYou tell us which enquiries became real, and the targeting learns from it
Who does the work
The team on your brand
الفريق المتفرّغ لعلامتكم
Creative director
The platform, the campaigns, and the standard everything is held to.
Producer + shooter
On the ground, with real families, on real trips.
Editor / motion
Turns each shoot into a month of material.
Arabic + English writer
Native Shami dialect — non-negotiable. Translated Arabic is spotted instantly, and it costs you trust.
Media buyer
Daily hands on the campaigns, testing and shifting.
Community manager
In the groups and the DMs every day, in both languages.
Six specialists, none of them learning on your brand.
The funnel
Four rules that move the number
أربع قواعد تحرّك القرار
- Reply within 4 hours — in her evening. She is free 20:00–23:00 in Europe, after maghrib in the Gulf. A reply at 10 a.m. her time is a reply to nobody.
- The first voice is a woman. Conversion drops when the first human is a young male guide. She is trusting you with her parents and her children.
- Send a voice note, not a brochure. A voice note is a relationship. A PDF is a vendor.
- Name the human. “Your coordinator is Rana” beats “our team” every single time.
None of this is clever. It is just done properly, every time — which is why almost nobody does it.
Discipline
What we won't do
ما لن نفعله
- No VR, no 360°, no AI concierge. They demo beautifully and do not survive a mid-range Android on hotel wifi.
- No six-market launch. One market, proven properly, then widen. Spreading thin is the most common way this fails.
- No stock imagery. A trust brand cannot be built on pictures of somebody else's family.
Every one of these is somewhere an agency could look busier — and every one would weaken the brand.
Why the app waits
شبكة ذكريات بلا عائلات هي تطبيق ميت
A memory network with no families in it is a dead app
Its whole value is the origin graph — two families from the same village finding each other's photographs. Until there are real families inside it, there is no graph.
The customer base is a precondition for the app, not an outcome of it.
Deferring it costs us money. We are recommending it anyway.
Year two · the moat
ديوان
Diwan — the family archive that travels
A diwan is both an anthology and the room where the family gathers. The product is exactly both.
The traveller opens a Closer Room. Absentees join by WhatsApp — no install. They request a place: “go past the school,” “is the fig tree still there?” Those arrive as mission cards.
Every trip quietly introduces the brand to the relatives who weren't there.
The first 90 days
What happens, and what we need
ما يحدث، وما نحتاجه
| Window | We do | You have |
|---|---|---|
| Days 1–30 | Brand identity · channels built · WhatsApp funnel · first production shoot | A brand that exists, and a library of material to run on |
| Days 31–60 | Website live · first campaign in market · Facebook Groups programme · creators briefed | Enquiries arriving, and early signal on what the audience responds to |
| Days 61–90 | Brand film · viral seeding · scale what worked · second and third market · SEO begins | A repeatable way to be found and chosen |
What we need from you: access to real families and real trips · someone who answers WhatsApp quickly · a named coordinator as first contact · creative decisions within 48 hours.
The window
شخص ما على وشك أن يصبح الاسم الذي تثق به العائلات
Someone is about to become the name families trust
The people are already travelling. The stories are already happening. Nobody has put a brand around them yet.
We would like it to be you.
One more thing
The strategy, the campaigns and the platform don't change.
الفكرة ثابتة.
الإحساس يتغيّر.
Everything you just saw is in one direction. There are three others.
Only the skin changes. Pick the one that feels like you.
Alternate palettes
Choose the feeling
اختاروا الإحساس
Damascus Post
Powder blue, oxblood, postal red.
Clear, practical, quietly nostalgic. The most editorial.
Fig Paper
Blush grey, fig ink, persimmon.
Warm, familial, a little more intimate. The softest without becoming sweet.
Olive Telegram
Chalk olive, forest ink, vermilion.
Grounded and direct. The most local, with no heritage-theatre gloss.
The layout system stays fixed. A palette swap changes the register without reopening the strategy.
The next step · الخطوة التالية
مُنتظرينكم.
You're expected.
The strategy is ready. The brand is ready. The only thing left is the decision to begin — and we would like to build it with you.
مَضافة · سوريا أقرب — منتظرينكم