AUBK: From Zero to Hero in 90 Days

Marketing Strategist

Social Media Marketer

Social Media Strategist

Ahli United Bank

Challenges

Despite being the first bank in Kuwait, Ahli United Bank was the last bank to have any social media presence. This hesitation from the management was due to concerns about reputation management on social media.

Solution

Built a comprehensive social media strategy for the bank.

2. Spent three months working with the bank’s team to manage the execution.

3. Supervised the building of the Social Media Unit within the marketing department to lead the social media operations, including consultancy on structure, team roles and responsibilities, and support in the recruitment process.

4. Implemented Sprinklr as their enterprise social media management solution and integrated it with the different bank’s departments, including marketing, customer services, risk management, IT, and the CEO, along with their media agency, and conducted training for the team on how to use it.

5. Developed guiding documents for processes between the different departments and the Social Media Unit within the bank, including an approval matrix for the various tasks and risk management workflow.

Results

Within the first quarter of implementing the strategy, Ahli United Bank was transformed from being the last bank to have a social media presence in Kuwait to the fastest-growing on social media among competitors:

16,000 new Instagram followers (their key channel).

2. Highest engagement rate; 350% more than the second highest.

3. Reducing negative sentiment by 82%.

Testimonials

I would like to extend my appreciation to Ghassan for his extremely valuable support in the launch of social media at Ahli United Bank, his consultancy was vital in the support of the project and its successful launch and in achieving the goals.

Faten Altamimi, Social Media Unit Manager

I enjoyed working with Ghassan. He did an excellent job expanding our marketing efforts to social media. Our Instagram Reached 16K in only 3 months. Ghassan is an excellent team player. I found him to be hard-working, diligent, and pleasant. He is always dedicated to work and he is able to finish the job on time despite pressure.