Huda Ismail, Head of PR at NNC.For years, “going viral” has been the holy grail of marketing and PR in the Middle East. Brands dream of that one moment when a post explodes, hashtags trend, and everyone’s talking.
But in 2025, in a market as sophisticated, diverse, and digitally savvy as the UAE, we must ask ourselves: are we chasing the right thing?
Virality, as many of us have learned the hard way, is fleeting. It can earn a campaign a few headlines and a burst of engagement, but it rarely builds long-term affinity or brand equity. Worse, when overplayed, it can feel contrived, eroding the very trust we need to connect with our audiences.
Authenticity, on the other hand, has become the real currency of modern communications.
The UAE’s audience has evolved
In the UAE and wider GCC, audiences are more discerning than ever. Our consumers from Emirati Gen Z to Arab millennials to global expats are hyper-connected and hyper-aware of marketing tactics.
They scroll past forced trends and spot tokenism in an instant. A flashy stunt might get them talking today but what gets them to stay tomorrow?
Consistency. Credibility. A brand that lives its values, not just hashtags them.
Campaigns that connected beyond virality
Some of the region’s most celebrated campaigns in recent years didn’t just ride the latest trend – they tapped into real stories, real voices, and real values.
- Etihad Airways: Choose Well
Celebrated personal choice and individuality, reflecting a shift in travel culture toward self-expression. - Expo 2020 Dubai: Connecting Minds, Creating the Future
Told a story of collective progress and inclusion, positioning the UAE as a collaborative hub, not just a host. - Nike Middle East: What Will They Say About You?
Tackled gender stereotypes in sports, amplifying the authentic struggles and triumphs of Arab women athletes. - IKEA Saudi Arabia: Real Life Series
Recreated iconic TV living rooms in Riyadh stores – a subtle, authentic nod to pop culture that resonated deeply. - Noor Dubai Foundation: Giving Sight, Changing Lives
Shared real stories of lives transformed by vision care, showing the human side of philanthropy.
These campaigns worked because they were genuine, not gimmicky.
Making authenticity work lasts longer than virality
So how can communicators embed authenticity into their work?
- Be transparent: Own your story – the successes and the work-in-progress. Show progress over perfection.
- Elevate local voices: In a multicultural market, relevance comes from inclusivity. Empower Emirati and regional talent, and amplify stories that reflect your communities.
- Stay consistent: Don’t make authenticity a campaign – make it a culture. It should inform every touchpoint, not just your next viral video.
The true success of a campaign isn’t measured by how loud it gets, but by how long it lasts. Authenticity might not win you a million likes overnight, but it will earn you something far more powerful: loyalty, advocacy, and respect.
In a region renowned for setting global benchmarks in ambition and creativity, we must focus on crafting campaigns that truly matter – ones that resonate, endure, and leave a meaningful mark. After all, attention is fleeting, but trust is earned and owned.
By Huda Ismail, Head of PR at NNC
