- Category Group:
- Innovation in Social Media Channels
- Category:
- Most Innovative Social Media Campaign
- Organization Name:
- Quill Communications
- Organization Description:
Quill is a UAE-born independent marketing communications firm with a mission to redefine integrated communications across the region. Established in 2010 as a boutique PR agency, the firm has since grown into one of the GCC's fastest-growing consultancies, demonstrating that independence fuels agility, innovation, and long-term impact.
In an era of globalisation, the Arabic language faces a critical challenge: preserving its cultural depth while remaining relevant to younger and future generations. Although Arabic is central to identity and heritage across the Arab world, its everyday use and perceived professional value risk dilution amid dominant global languages and digital trends.
BilArabi was launched to address this challenge. Anchored around World Arabic Language Day on 18 December and activated across digital platforms and on-ground mall experiences, the campaign aimed to reposition Arabic not as a language of the past, but as a living, aspirational language that connects generations and supports future ambition. It also reinforced the UAE's role as a global champion of Arabic language preservation and advancement.
Objectives
The campaign focused on three objectives: highlighting Arabic's role in shaping family identity; demonstrating its relevance to future careers and younger generations; and establishing BilArabi as a leading initiative celebrating the Arabic language.
Audience
BilArabi targeted a broad audience, with a core focus on children, parents, and families aged 5 to 35 across the UAE and wider Arabic-speaking communities, requiring a strategy that resonated across generations.
Strategic Insight
The core insight was simple: Arabic thrives when it is lived, shared, and experienced, not only taught. Rather than relying on traditional awareness messaging, the campaign prioritised participation and dialogue, turning Arabic from an abstract concept into a shared emotional experience.
Strategy
The campaign was built around three pillars:
Educate audiences on Arabic's role in identity and professional growth; Engage families through interactive online and offline experiences; Influence parents, youth, and institutions to view Arabic as a language of opportunity. The tone was confident, culturally rooted, and accessible.
Execution
BilArabi rolled out through an integrated approach combining content, community engagement, and experiential activation. Pre-launch content built emotional connection, led by My Ambition in Arabic, a video series featuring conversations between children and parents linking career aspirations with Arabic language mastery. Supporting content highlighted Arabic's global influence, scientific contributions, calligraphy, poetry, and leadership.
The campaign's centrepiece was on-ground activations in major shopping malls, fully integrated with digital storytelling. Visitors became participants through interviews, challenges, and creative activities, supported by daily social coverage, Stories, and recap videos. Social challenges encouraged poetry, calligraphy, grammar, and personal pledges, sustaining engagement beyond the physical experience.
Channels
Instagram and Facebook drove performance, X supported reach and conversation, while TikTok and YouTube amplified video among younger audiences. Physical activations continuously fuelled digital engagement.
Results
The campaign delivered 14.3+ million reach, 19+ million impressions, and 2.7+ million engagements. Meta impressions exceeded targets by +368% and engagement by +796%, while X outperformed planned impressions by +201% and engagement by +32%.
Impact
Beyond performance metrics, BilArabi successfully repositioned Arabic as modern, aspirational, and future-relevant, demonstrating the power of integrated storytelling and experiential engagement in driving cultural impact.