Bukhash Brothers launched a new community-driven initiative – BB Local Love. The initiative was designed to support UAE-grown businesses by connecting them with creators and influencers across the agency’s network.
The initiative was rolled out a period of regional uncertainty and was aimed at supporting the local creators and businesses. It aimed to strengthen connections between local entrepreneurs, content creators and consumers, using creator advocacy to increase visibility for homegrown brands.
According to the agency, the campaign was aimed at targeting three different key groups. The first one was homegrown businesses seeking greater visibility, second, creators who are looking to discover and champion local brands, and finally, consumers who are interested in supporting businesses founded within the UAE.
To bring this to life, Bukhash Brothers opted out of using the traditional influencer marketing model built around paid partnerships and strict deliverables, instead focusing on organic discovery.
The agency curated PR boxes featuring products from UAE-founded businesses and shared them with creators, encouraging them to engage with and showcase the brands in their own way.
The initiative was conceived by Nourhan Gad, Campaign & Influencer Marketing Manager at Bukhash Brothers and was executed through the agency’s creator and influencer network.
Among the creators who participated were Mohamed Tarek, Amina Hussein, Aliona, Taim Al Falasi and Farah Roushdy. Sharing the content shared with their respective communities, the creators helped introduce audiences to local businesses and encourage support for UAE entrepreneurs.
In order to further expand the campaign’s reach, the agency also rolled the campaign out across multiple owned and earned channels. This content was then amplified through Bukhash Brothers’ social media platforms, participating brands’ accounts and the creators’ own channels, creating several touchpoints for audiences to discover featured businesses.
The initiative was also highlighted in the agency’s newsletters, extending its reach to the agency’s wider network of clients, partners, creators and industry professionals.
By leveraging trusted creator relationships and prioritising authentic engagement over paid promotion, the initiative aimed to generate meaningful exposure for local businesses while reinforcing a broader message of community support and collaboration.