Consumers in the Gulf Cooperation Council (GCC) want more than products from the brands they purchase — they expect meaningful engagement, exceptional service and to feel a sense of community and connection.
BoF’s latest knowledge report, Building Brand Resonance With Gulf Consumers, in partnership with Snap Inc. in MENA, examines strategies for regional and global fashion and beauty brands to create lasting impact and culturally resonant activations in the GCC.
“Community is not just a marketing level in the Gulf — it’s a currency of trust,” says Hussein Freijeh, Snap Inc.‘s vice president and general manager of the Middle East.
Indeed, building genuine connections and a sense of community is crucial to sustaining growth in a competitive, digitally driven market.
This section will explore how brands can cultivate a sense of community in the GCC, from tapping into local influencer strategies to effectively leveraging the regional cultural calendar.
Discover excerpts below from the section on how to build brand communities in the GCC.
Reflecting Local Heritage and Cultural Values
- Over 60 percent of Gen-Z consumers in KSA say they want brands to help them connect with their heritage in new and creative formats, according to Euromonitor.
- “You need to really engage in the fabric of society and you really do need to go beyond transactional in your relationship with the consumer, which has been the key,” says Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle.
- Global brands can celebrate regional heritage through designs, events or exhibitions — Dior created virtual scarves on Snapchat with motifs tailored to the user’s location and local heritage, while Lululemon took more than 100 VIPs up the Al Faisaliah Tower in Riyadh to celebrate the city landmark.
- “We want to invest in and maintain our culture,” says Freijeh. “That [has] turned into a massive opportunity for us to work with brands because […] it’s always the dream of any brand to integrate into the culture of people.”
Work With Local Creators to Build Brand Trust and Relevance
- The GCC has seen rapid growth in the regional influencer economy, with the UAE’s influencer advertising market projected to reach nearly $97 million by 2030.
- Unlike global celebrity endorsements, micro-influencers and regional ambassadors are perceived as closer to the consumer, with over 70 percent of GCC consumers saying they are more likely to purchase from brands that engage local ambassadors, according to Euromonitor.
- “Creators are massive. It’s much bigger than in other regions because it’s how people express themselves culturally,” says Geoffrey Perez, head of luxury at Snap Inc.
- With this in mind, L’Oréal Groupe invited over 400 content creators to L’Oréal’s Skin Summit in Riyadh in May 2025, in partnership with Snapchat. At the event, content creators were “learning how to talk about skincare, but at the same time, creating their own content with their own voices. […] It’s really about trust and authenticity,” says Olfa Messaoudi, chief marketing officer of L’Oréal Middle East.
Tap into the Multifaceted Regional Calendar
- To build resonance, brands should tap into the cultural calendar and show up during key moments — where consumers expect brands and retailers to engage.
- “We operate in a highly seasonal market — [national holidays like] Ramadan, Eid and back-to-school are some of the most critical trading moments for us, but each carries a very different emotional connection for the consumer,” says Nisha Jagtiani, group director and board member of Landmark Group.
- Maybelline adopted a creator-led Ramadan strategy, with a campaign targeting women aged 21 to 24 that spoke directly to Snap’s aesthetic codes. It achieved over 131,000 profile views and an average camera playtime of 23 seconds — demonstrating the reach of culturally tailored, well-timed campaigns.
- Outside of religious holidays, other key cultural moments growing in regional and global significance include National Days, celebrated by all GCC countries, Riyadh Season, the Red Sea International Film Festival and Sharjah Biennial.
- The GCC’s growing sporting calendar, from the Abu Dhabi Formula 1 and Diriyah’s E-Prix to Dubai Tennis Championships and the equestrian event CHI Al Shaqab in Qatar, also offers an alternative local and visiting audience base.
Other key topics in this section include:
- Appeal to Communities and Cultures Within the Diverse Region
- Create Authentic Regional Community Moments
- Leverage the Power of Word-of-Mouth Marketing
- Bolster Cultural Activations Through Social Touchpoints
This is a sponsored feature paid for by Snap Inc. in MENA as part of a BoF partnership.
