Three things,
done properly.
Research, strategy and creative, connected by Friday Insights, our intelligence capability for understanding Muslim audiences and markets.
Research.
We extract data, we build trust.We combine quantitative and qualitative research with audience, market and organisational data. The result is a clear view of who matters, what is changing and why people behave as they do. Examples sit in our published Friday Research.
- Quantitative and qualitative research
- Audience segmentation and tracking
- Brand perception and market mapping
- Donor and customer data analysis and diagnostics
- Cultural signals and interpretation
Strategy.
Understanding into action.Strategy turns evidence into decisions. We work from what the research tells us to decide who to speak to, what to offer, what the journey should look like, where and how to enter a market, and how to build engagement and growth over time. That is how we planned media for Wahed and built a three-year partnership with Oxfam GB.
- Audience and proposition strategy
- Journey and engagement design
- Market entry planning
- Growth and fundraising frameworks
- Media planning and buying
- Influencer strategy and partnerships
Media planning and buying
We plan media around where audiences are, how they behave and the moments that matter, from paid digital and social to out of home and specialist community media.
Influencer marketing
We use audience insight to shape influencer strategy, identify the right creators and build partnerships people trust, from identification and briefing through to activation.
Creative.
With Muslim audiences, not for them.Creative is where the research and strategy become something people see and feel. Every film, campaign and piece of content is built from what we know about the audience and the decisions strategy has already made.
- Film and video
- Campaign creative
- Content systems
- Creator-led content and activation