Pure Mornings by Masafi

1. Campaign Concept

The #MyPureMorning campaign invites UAE residents to share authentic moments from their morning routines and show how hydration fits naturally into their daily lives. Participants may post a photograph or short Reel featuring breakfast, a school run, a workout, a commute, a sunrise walk or a quiet moment at home.

The campaign presents Masafi as part of real everyday routines rather than relying only on traditional brand advertising. By encouraging customers to create and share their own content, Masafi can build stronger emotional connections, improve engagement and develop a collection of relatable user-generated content.

The campaign is relevant to both audience personas. Local Hessa may share family-focused and home-based routines, while Expat Emma may focus on wellness, fitness, work or adjusting to life in Dubai.

2. Campaign Objectives

The primary objective is to generate at least 500 eligible #MyPureMorning submissions within 90 days. The campaign also aims to:

• increase engagement with Masafi’s social-media channels;
• strengthen customer loyalty through participation and recognition;
• support the wider campaign awareness target;
• encourage content in both English and Arabic;
• create reusable social-media content;
• position Masafi as part of a healthy and realistic morning routine.

3. Mechanics and Rules

To participate, users must:

1. Post a photograph or Reel showing a real morning moment in which water is part of the routine.
2. Include #MyPureMorning in the caption.
3. Tag @masafi in the post or caption.
4. Keep their account public so the entry can be viewed.
5. Submit the post before Sunday at 11:59 p.m. GST to be considered for that week’s prize.

One weekly winner will be selected from eligible entries. By entering, participants give Masafi permission to reshare their content on the brand’s social-media channels with credit. Separate permission should be requested before using a participant’s content in paid advertising.

The campaign is open to UAE residents aged 18 and above. Masafi employees, partner agencies and their immediate families are excluded. No purchase is necessary.

4. Hashtag Strategy

The primary campaign hashtag is #MyPureMorning. Supporting hashtags may include: #PureMornings, #Masafi, #DubaiMornings, #UAEWellness, #MorningRoutine and #FamilyHydration.

An Arabic version of the campaign hashtag should also be used on Arabic-language posts after being checked by a native Arabic speaker. The main hashtag should appear in every campaign post, while supporting hashtags should be selected according to the topic of each entry. Too many unrelated hashtags should be avoided.

5. Influencer Seeding Plan

Five UAE-based micro-influencers with approximately 50,000 to 200,000 followers will introduce the campaign. Suggested influencer categories include:

• an Emirati mother and family-lifestyle creator;
• an expatriate wellness creator based in Dubai;
• a fitness coach;
• a breakfast or food creator;
• a photographer known for Dubai sunrise content.

Each influencer will receive Masafi products, the campaign brief, banner assets, approved hashtags and participation instructions. During the launch week, each influencer will publish one post or Reel showing their own #MyPureMorning, and one Story explaining how followers can participate. All paid or gifted posts must include clear advertising disclosure in English and Arabic.

6. Prizes

Weekly prize: each weekly winner will receive three months of free Masafi home delivery.

Grand prize: at the end of the campaign, one grand-prize winner will receive a family weekend experience in Ras Al Khaimah and twelve months of Masafi home delivery. Selected participants will also have their content reshared on Masafi’s social-media channels with full credit.

7. Example UGC Prompts

The following prompts can be used in Instagram Stories, captions and influencer posts:

• “Show us the first thing on your table every morning.”
• “Your morning in three frames: wake up, fuel up, head out.”
• “School-run mornings are chaotic. Show us yours.”
• “New to Dubai? Share your first #MyPureMorning in the city.”
• “Sunrise people — where does your morning begin?”
• “Show us how your family remembers to stay hydrated.”
• “Where does Masafi fit into your morning routine?”

These prompts are intentionally simple so participants do not need professional photography or editing skills.

8. Measurement

Campaign performance will be reviewed weekly using Meta Business Suite or another social-media monitoring platform. The main performance indicators are: total number of eligible submissions; progress toward the target of 500 entries; engagement rate on campaign posts; total campaign reach; number of saves, shares and comments; number of influencer-generated entries; percentage of English- and Arabic-language submissions; quantity of usable user-generated content; and audience sentiment and feedback.

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Disclosure: This campaign brief was written by a member of the BUS278 Masafi team. Page layout and formatting were assisted by an AI tool (Claude, Anthropic). Full AI disclosure is provided in the written report.