Pure Mornings by Masafi

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We are Masafi. This is Pure Mornings.

A 90-day content marketing campaign for the UAE’s natural mineral water from the Hajar Mountains — built on education, not slogans. Explore all ten campaign content pieces below.

BUS278: Content Marketing · Assessment 2b · Murdoch University Dubai · Team: Elina Emirova, Matvey Ivanov-Smolenskii, Milena Politimskaia, Yeldana Yerdaulet

The Campaign Content

Ten content pieces, one funnel: from first attention on social media to a loyal delivery subscriber. Each page below contains the complete, publish-ready asset with its format, target persona and AIDA stage.

  1. “What’s Really in Your Water?” — label-reading guide with infographic
  2. “The Journey of Every Drop” — 6-slide infographic carousel
  3. “Hydration in Dubai’s Summer Heat” — seasonal blog article
  4. #MyPureMorning — user-generated content campaign brief
  5. “The Family Hydration Guide” — downloadable lead magnet eBook
  6. “New to Dubai? A Real-World Guide to Drinking Water” — blog article for new residents
  7. “5 Signs Your Family Isn’t Drinking Enough Water” — SEO blog article
  8. “Welcome to Pure Mornings” — 3-email nurture sequence
  9. “Ask a Hydration Scientist” — audio podcast episode
  10. “Subscribe & Save” — bilingual promotional campaign (EN + AR)

About the Campaign

Bottled water is a commodity — every brand claims purity. Pure Mornings takes a different route: Masafi as the UAE’s hydration educator, using its authentic 48-year Hajar Mountains heritage to teach rather than advertise. The campaign targets two personas — Local Hessa, a health-conscious Emirati working mother, and Expat Emma, a newly arrived professional researching what to drink in her new home — and moves them through the AIDA funnel from scroll-stopping education to a home-delivery subscription.

Academic project disclaimer: This website was created for BUS278 (Content Marketing) at Murdoch University Dubai as a student assessment. It is not an official Masafi website. AI tools (Claude, Anthropic) were used to assist in drafting written content across this site; each content page carries its own AI disclosure, and full disclosure is provided in the written report.