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Stereotype World: What Made Haifa Go Viral

Dubai Properties' Jamal Al Mawed explains the role colours, amplification and catchy tunes played in making a video about Arab stereotypes a social hit

Jamal Al Mawed is Director of Communications at Dubai Properties

By Jamal Al Mawed, director of communications at Dubai Properties


Last month I did something I don’t think I’ve ever done: I watched a 7-minute brand-sponsored YouTube video from beginning to end.

I could almost see myself becoming a number on someone’s social media dashboard bumping up their ‘video completion rate’ stats. I watched it five times, so I was in their ‘repeat viewer’ metrics, and God help me I even shared and commented on it so I improved their ‘engagement’ numbers.

When you’re on the creation side of mark

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