Small and medium businesses (SMBs) are the backbone of Egypt’s economy. As a Meta initiative, #LoveLocal was launched in 2020 following the COVID-19 pandemic across Meta technologies including Facebook, Instagram, Messenger, WhatsApp as part of the company’s commitment to supporting SMBs during difficult unprecedented times.


The Challenge

To support SMBs, one of the hardest hit biggest segments in the wake of the Covid-19 pandemic by rallying community support.


The Solution

We helped roll out #LoveLocal tapping into local culture to reignite love for neighborhood businesses. Building on the creative tagline 'It's Not Business, It's Personal', we created a holistic communications campaign to amplify the voice of SMBs, shed light on the fantastic locally sourced talent and businesses that Egypt boasts, and build on the virality of the popular campaign. With a focus on enhancing success, we collaborated with media to craft the personal narratives focused on the passion and success of unique SMBs as well as partnering with influential celebrities and digital influencers to ensure a wider audience were reached.



  • 80+ media stories spanning across the Middle East

  • Leading digital influencers and celebrities engaged with the campaign and shared content

  • Significant social media cross-posting; boosting campaign virality