An in-app giving challenge, and the campaign closest to my heart.

The brief: Raise USD 100,000 [target / raised: USD 50,000] in aid for Palestinians, and give people who can’t donate money another way to help.

Who we were talking to: Muslim Pro users around the world, with especially strong turnout from Indonesia and Malaysia, plus parents and children.

The plan: Users completed daily challenges using different features in the app, and every challenge donated stars that were converted into aid. Social content and on-ground moments explained how it worked and kept people moved and motivated.

Where I came in: Social content and partnerships.

• Launched Hope For Palestine Artworks, because children often understand more than we think but don’t know how to express solidarity. Their art said it for them. With a run period of about 1 month, we managed to get 50 unique artworks.

• Created and explained the challenge through Social Media content (10 posts with over 200k Likes and 800 Shares)

• Secured The Teletales and EPIK Kebabs as partners for The Olive Tree Speaks, a creator event for people already speaking out on Palestine

• Interviewed Gilbert Goh, founder of LoveAid, about his on-the-ground work in Palestine and Lebanon

What happened:

• Raised over USD 50,000 in aid

• 2 partners secured and 1 founder interview

• Artwork submissions from children and adults: 50

• The 10 posts reached: [500K reach / 200K likes / 800 saves]

• Users in Indonesia and Malaysia joined the challenge, bought charity products and spread the word in their own circles

What I learnt: People don’t just want to watch. They want a role. A star, an artwork or a share all made the campaign feel like theirs.

Additionally on the Product front, we learnt that the conversion from Stars to Aid was very high. Despite having over 100K Users daily who are participating in this challenge, we did not achieve the targeted amount. The challenge also ran over a month - Likelihood of users dropping off after 2 weeks is high.

A Ramadan campaign built on presence over perfection.

The brief: Help users keep their worship going through a demanding month, and keep that habit alive when Ramadan ends.

Who we were talking to: Young Muslim adults in Malaysia (about 1M active users) and Indonesia (about 3.6M monthly active users) who start Ramadan fired up and drop off when they feel behind.

The plan: A softer, kinder tone built on five pillars (Re:Center, Re:Commit, Re:Connect, Re:Share, Re:Focus), creators chosen market by market, and a deliberate hand-off into Shawwal, when life goes back to normal.

Where I came in: KOL management and social content.

• Managed 5 KOLs: Jay Palfrey, Maulidya Putri Aji, Al Fatyuu, Deceived by Dunya (Lamim) and The Muslim Safe Space

• Wrote specific briefs, scheduled content and kept every creator in the loop

• Started the how-to series on social (8 posts)

• Kept selected KOLs going into Shawwal so users didn’t drop their routines (4 posts)

• Ran Creator Circle Jakarta, where creators made their own journals (see the events section)

What happened:

• 5 KOLs managed from brief to publishing

• The 8-part how-to series reached: [300K reach / 150K Likes / 713 Saves]

• Total KOL views: [X]

• The gentler approach landed well amongst our Users. We were able to see more Users coming back daily especially during this month

What I learnt: Gentle works. People respond better to “you can come back whenever you’re ready” than to pressure.

The brief: Turn a social media community into a physical one. For an app built on faith, the obvious partners were mosques, places that already have their own communities and stories.

Who we were talking to: Users and communities in Indonesia, Malaysia and Singapore.

Where I came in: I came up with the concept and found the creative partners: photographers Alim (Indonesia and Malaysia) and Dahalan Sarlip (Singapore), who share the vision.

Through this, we were also able to build our own library of stock images that we rightfully own. Thus, this birthed the idea of creating a larger library, with various modes of art.

What happened:

• 7 posts across 3 countries and 2 photographers

• Mosques featured: 6 across Singapore, Indonesia and Malaysia

• Reach and views: 4321 Likes and 276 Shares. Unboosted, purely engagement from beloved communities who believe in the work that we do.

What I learnt: Building a community on social media isn’t the hard part. Showing up in real life is what makes it real.

Next time: I’d pair every mosque feature with an in-person moment, like a meet-up or a community iftar, so the series goes from storytelling to participation.