Hashim Javaid

Most brands are targeting Gen Z wrong. After analyzing hundreds of campaigns across the Middle East, I've noticed the same fundamental mistake everywhere. Marketers treat "Gen Z" like it's one ONE group when it's actually three completely different audiences with different motivations, spending power, and media consumption habits. An 18-year-old university student in Dubai has completely different priorities than a 26-year-old working professional in Saudi Arabia.  Yet brands keep using the same messaging for both. Here's how it should be segmented  - School Gen Z (13-18) prioritize social status and trending culture. They have parental money but limited decision-making power. - College Gen Z (18-22) are exploring identity and independence. They have almost no disposable income but high engagement rates. - Working Gen Z (22-28) have established careers and real purchasing power. They want efficiency and quality over trends. The brands winning understand this: Netflix creates different Arabic content for each segment.  → Teen dramas for school Gen Z,  → University life shows for college students,  → Professional development content for working Gen Z. Namshi runs separate campaigns. Trendy pieces for teenagers, budget-friendly basics for students, and work-appropriate fashion for professionals. Anghami curates different playlists - study music for college kids, workout tracks for working professionals, and viral sounds for teenagers. When you segment properly, engagement rates increase by 200-300% because your message actually resonates with your audience's specific life stage.

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How To Target Gen Z If your strategy is just “be on TikTok,” you’re not targeting Gen Z—you’re just ticking a box. Gen Z isn’t a trend. Not rebelions. Not a shortcut. They’re humans—with nuance, contradictions, and cross-platform lives. Here’s how to reach them for real. Credit for the slides to Ham Maghazeh 👌

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If you need 4x ROAS to just break even, ads aren’t the problem ⤷ your business is. Without strong LTV or brand equity, your front-end offer needs 70–80% margins. That’s achievable , but most young brands burn cash on: → bloated shipping → expensive packaging → unreliable suppliers The ones scaling fast set this up right from the start. And that’s why while you’re panicking about ROAS, your competitors are happily acquiring customers at 1.3 and winning. Get the fundamentals right. Then scaling becomes simple.

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THREE USE CASES FOR THE NEW INSTAGRAM ANALYTICS 📊 It's rare I get excited about an Instagram analytics update but this time I am... the features Instagram announced yesterday actually look really useful and bring a new layer of insight. Here are some first thoughts on use cases they unlock for brands and marketers... 1. DEEPEN YOUR CREATIVE ANALYTICS 🖼️ You can now see when someone liked your reel - and which slide they were on when they liked your carousel. It’s a simple but powerful signal. That means you can finally move beyond just knowing what got engagement - and start understanding why. Great for A/B testing (especially if you’re using Trial Reels), creative iteration, and spotting the patterns in what actually drives impact. 2. UNDERSTAND *WHO* YOU'RE REACHING, NOT JUST HOW MANY 👥 This is the one brands ask about constantly. For the first time, you can break down post-level viewers by age, gender, and country. Ideal for when content breaks out of your typical audience - and you want to know who’s discovering you, not just how many accounts were reached. Before this, all you had was follower demographics shifting over time. This is a huge leap forward. 3. SEPARATE DISCOVERABILITY FROM LOYALTY 💡 Most brands still over-optimise for followers. But growth happens with non-followers - and now you can see what’s driving that. Instagram now lets you split most performance metrics by followers vs non-followers. That means you can start to understand what’s attracting new eyes (discoverability) versus what’s resonating with your existing community (loyalty). Thanks to Dylan Patel for sharing this update with me this morning! Would love to know how others are planning to use these new features 👇

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Marketers are hired to drive growth. But most spend their days colouring inside the lines. Instead of shaping what comes next, they’re buried in decks, post reports, and campaign tweaks. Here’s the irony: no other function is as tuned into the customer. No other team holds the keys to insight, relevance, and demand. And yet, decisions on product, pricing, and innovation are often made without marketing in the room. This isn’t just a missed opportunity — it’s a leadership vacuum. Marketing should be at the front of the strategy table, guiding where the business goes, not just how it looks when it gets there. Because if you’re not helping decide what to build, how to position it, and where the category is heading… You’re not leading the brand. You’re just polishing the edges. Want to put marketing back in front of the strategy table at your office? We can help at David & Who. Reach out to me. #marketing #business #growth #startups

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Sponsored Brands are powerful. But most brands run them wrong. I see two common mistakes: 1. Treating SB as a vanity play, with no alignment to SP campaigns. 2. Running SB in isolation, without sequencing to capture conversions. The result? Low CTR, wasted impressions, and leadership teams questioning why SB exists at all. Here’s the contrarian view: SB alone is almost useless. SB + SP together is a force multiplier. When you integrate the two: - SB builds the trust. - SP closes the sale. - Together, they amplify each other. If you’re a CEO reviewing ad reports, don’t ask, “How’s SB doing?” Ask, “How is SB making SP more effective?” That’s the mindset shift. SB isn’t a silo. It’s the spark that makes SP catch fire. One of the most overlooked levers on Amazon is sequencing Sponsored Products with Sponsored Brands.  I’ve seen it first-hand.  A client running only SP campaigns was seeing flat CTR and stagnant growth. We layered in Sponsored Brands, positioned above SP ads, with messaging tied to brand value.  The results?   CTR jumped. Organic rank lifted. And SP campaigns converted better because shoppers already had brand recognition.  Why did this happen?  Because SB + SP together create a loop:   - SB introduces the brand and builds trust.   - SP captures that trust when shoppers scroll deeper.  When brands ignore this mix, they force SP campaigns to do all the heavy lifting. That’s expensive, inefficient, and shortsighted.  If you want to scale, don’t think SP vs. SB. Think SP + SB. It’s not an either/or game. It’s a system.  #amazonads #amazonppc #retailmedia #amazondsp #amazonseller #sellersofamazon #amazonmexico #amazon #ppc

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When influencer marketing is ran as a pure "performance" channel, it is much more likely to become siloed & disjointed. A good marketing strategy has clear positioning/differentiation, and clear ICPs. If you make the right bets and stay consistent for a long time, results compound. It is there, in the long-term impact, that marketing is most effective.  Short-term revenue pressures (ESPECIALLY channel-by-channel) can really hinder that. It forces people/teams (e.g. influencer marketing) to make bad long-term decisions. To chase anything where their dashboard tells them the "ROI" was positive. Any audience, any products, any use case (etc). It dilutes the wider strategy (if there even is one), puts the channel out of sync with others, and prevents compounding impact.

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We are currently running +800 active ads on Meta alone... 😅 - That's because at OMHU, we are obsessing over content output. If you are not, you're already behind. This is not a creative opinion. This is a performance mandate. At OMHU, the majority of the marketing team have a content output. Creative diversification now drives 95% of paid social performance. And if you're only running 1-2 production channels, you're not even in the game. 👉🏻 You need 5–10 different content engines. 👉🏻 You need raw UGC, polished product shots, artist collaborations, illustrators, motion graphics, and memes. 👉🏻 You need creators who don't look like influencers. 👉🏻 You need 10+ angles per product, per customer segment. Because if you only show your product one way, you're only selling it to one person. But you've got thousands of buyers. Each with different tastes, styles, habits, and reasons to purchase. Every channel (FB, IG, TT, YT, Pinterest, etc.) is a different language. You can't just translate one ad into all five and expect performance. It doesn't work. The only way to make demand generation work in 2025 is to produce way more content than you think is reasonable. Not just to fill ad slots. But to test concepts, creators, copy, visuals, and formats at scale. And when you find a winner, you still only have 2 weeks before it fatigues. That's why content output is the most important KPI for a modern CMO. Your job is no longer to approve creative. Your job is to fuel it. #d2c #ecommerce #marketing

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