Social Media — Brand & social lead
International Coffee
& Chocolate Exhibition
Industry
Exhibition & Events
Year
2022
Role
Brand & social lead
Built International Coffee & Chocolate Exhibition's organic social system — voice, cadence, and content engine designed to compound.
The Problem
The largest specialty coffee & chocolate exhibition in the Middle East — Coffee & Chocolate Festival (@CandCExpo) at Dhahran Expo — needed a social presence that matched the scale of its on-ground experience. The feed read like a generic event listing, not like the regional category leader it actually is.
The Solution
Built an Arabic-first social identity anchored on the campaign line الهوى شرقي ("the eastern taste") and the hashtag #مهرجان_القهوة_والشوكولاتة. Translated the 8 exhibitor pillars — specialty coffee, chocolate, roasters, brewing equipment, hospitality tools, packaging, hot & cold beverages, and sweets — into a repeatable poster system, paired with festival-goal infographics aimed at both business buyers and family visitors.
Key Results
Pre-event reach vs. prior edition
Saved posts from business audience
Exhibitor pillars activated
Curated Highlights