Global footwear for children brand Pablosky has launched an integrated Ramadan campaign, in partnership with MKV Digital, which is not built on heavy advertising but, instead, leans into interactive, Arab community-driven social media and in-person initiatives, and influencer marketing.
With the aim of keeping the campaign simple, seamless and to spark real moments of kindness, the campaign’s core elements includes a kindness map – a digital, printable roadmap of small, but meaningful, Ramadan acts, guiding families through the journey of kindness; influencer participation – carefully selected influencers sharing their own Kindness Map journey, documenting moments with their children and inspiring their audiences to do the same; and audience engagement – parents are being encouraged to replicate the experience, share their journey on social media using #PabloskyKindnessJourney, and enter a contest to win a pair of Pablosky shoes.
In conversation with Campaign Middle East, Malika Saran, Senior Marketing Executive at Pablosky Middle East, says, “The goal is twofold: to strengthen Pablosky’s presence in the UAE and Qatar, and to drive foot traffic to stores while remaining true to the heart of Ramadan — kindness, togetherness and giving. We designed an interactive, family-friendly experience that felt organic, one that wouldn’t just push a product but instead invite families into an act of generosity.”
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Rollout of the Pablosky Ramadan campaign
By centering the campaign around small, yet impactful, gestures — whether it is offering Iftar to someone fasting or spurring people to help out at home — the brand has created a campaign that cares for more than merely digital engagement.
“It is about creating moments that last beyond the season,” Saran says. “For Pablosky, Ramadan is more than just a season — it’s an opportunity to connect with families on a deeper level. Every year, the brand revisits this moment with a campaign that is both meaningful and impactful. This time, we wanted to take it a step further.”
She adds, “We asked ourselves: how do we bring parents and children together in a way that is meaningful and interactive? The answer was the Pablosky Kindness Map — a guided journey that encourages families to complete acts of kindness, bond over shared values and, ultimately, celebrate their children’s good deeds with a well-earned reward. This isn’t about a transactional relationship; it is about embedding Pablosky into a family’s Ramadan experience in the most natural way possible.”
Pablosky recently underwent a rebranding, shifting towards a parent-to-child communication model. Its storytelling now focuses on the emotional connection between parents and children, rather than just showcasing the products themselves. This campaign became a direct reflection of that shift.
As a result, the campaign has witnessed influencers rolling out the Kindness Map and introducing it to their audiences via Instagram Stories. Families have stepped up to engage in kindness activities — offering Iftar, planting a tree, completing small household tasks — and sharing this journey on social media. These community interactions are then leading people to Pablosky stores, where children receive a new pair of shoes as a reward for completing the journey.
A social media contest has been announced to further spur broader participation, allowing more families to be part of the campaign and rewarding them with free products.
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Success metrics of a community-driven campaign
When asked about the success metrics that are being monitored for the campaign, Saran says, “For a campaign like this, success isn’t just about numbers — it’s about resonance. We are measuring impact through engagement and participation — how deeply families and influencers connected with the campaign. We are also monitoring brand reach — the organic conversation generated around the campaign, tracked through social media impressions.”
Saran also shared that the footfall to stores and the sales of the brand’s Ramadan collection is being tracked, especially the outcome of families bringing their children to Pablosky stores to complete their kindness journey.
“The beauty of this approach is that it didn’t require high-budget production. It relied on genuine interactions, making it not just cost-effective but also more authentic,” she adds.
To the select influencers for this campaign, the brand sought out influencers who could tell a story, not just those with a high follower counts.
Saran explained, “The brand prioritised authenticity over promotion. We chose influencers who could visually translate naturally sharing moments with their children. We looked for a connection to Ramadan, especially those who observe and celebrate Ramadan, ensuring that the campaign didn’t feel forced or out of place. We also focused on engagement and trust, looking for influencers who have meaningful interactions with their audience, making their endorsement feel organic. And finally, we targeted growth markets – Arab influencers were a priority, as they aligned with Pablosky’s expanding consumer base in the region.”
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Pablosky picks influencers with a purpose
MKV Digital, the agency that supported Pablosky on its influencer marketing, highlighted few of the influencers who were chosen for the campaign.
Zahra Redvan, Social Media Manager at MKV Digital, said, “Rawda brings strong visibility and credibility making her a valuable addition. Beyond just numbers, she has a natural and engaging way of storytelling that aligns well with the campaign’s objectives. Her audience also resonates well with family and community-driven initiatives, making her a strong fit for the messaging.”
“This is our second time working with Sarah, and her previous content performed exceptionally well, with great views and high engagement. In fact, the client specifically requested her inclusion for this campaign, given her past success. When I shared the campaign brief with her, she immediately loved the concept and even complimented the idea multiple times. Her enthusiasm and genuine interest in the campaign makes her an ideal participant. She also has an impressive engagement rate of 7.39 per cent, ensuring strong interaction with her audience,” Redvan added.
Sharing the reasoning of working with the third influencer, Redvan added, “Rawan immediately understood the campaign’s concept and was genuinely excited to be part of it. Her ability to naturally integrate brand messaging into her content makes her a strong fit. Additionally, she has a decent engagement rate, meaning her audience actively interacts with her posts. Given her enthusiasm and organic approach to content creation, she would add great value to the campaign,”
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Pablosky, which has consistently invested in Ramadan campaigns, stated that it has witness lasting effects on brand affinity year after year.
“The top takeaways are that community-driven initiatives still work and localised engagement matters – even for a global brand, crafting a campaign that feels regionally relevant drives stronger connections. Also, high impact doesn’t require high budgets. For example, this campaign thrived on authenticity and participation rather than big ad spends. And most importantly, acts of kindness resonate. The simplest ideas often have the deepest emotional pull. Families genuinely wanted to take part, which made the campaign feel less like a brand initiative and more like a meaningful Ramadan tradition,” Asiya Ali, Founder and Managing Director at MKV Digital, concluded.
