One feed. Four audiences who share nothing but a logo. The calendar was the strategy.
Garmin's exclusive UAE distributor sells to divers, marathoners, hikers and drivers from a single account, in two languages. Deciding what runs, when, and in whose voice was the whole job.
Global supplies the assets. Local supplies the meaning.
Garmin AE distributes the full range across the UAE — marine, fitness wearables, outdoor watches, in-car navigation. The global brand produces the photography and films. What arrives in the market is a library, not a plan.
The difficulty: those four categories don't share a customer. A sport-fishing captain and someone starting yoga on a Tuesday have nothing in common but a logo. Post them in the wrong sequence and the feed reads as a catalogue dump.
So the work wasn't producing content. It was sequencing — which category runs when, against which UAE moment, in a voice that changes register without changing identity.
#TerrainsAhead
The categories had no shared customer, but they had a shared shape: every one is about moving through somewhere. Open water. A mountain trail. A motorway at night. The last kilometre of a race.
Terrain was the word that held all of it. A fishing boat and a superbike and a pair of running shoes stop looking like an inventory list and start looking like four answers to the same question — what's ahead, and what do you need to meet it.
I built the content architecture around it: which categories carried the hashtag, how the idea translated across formats, and how a campaign line stayed recognisable under a marine film or a fitness carousel.
How the calendar was built
- SequencingCategories interleaved rather than batched, so no audience hit a run of posts that weren't for them.
- Local anchorsThe calendar hung on UAE moments — winter running season, Women's Day, Breast Cancer Awareness Month — not the global launch schedule alone.
- Two languagesEvery post ran in English and Arabic, written as parallel lines rather than a caption and its translation.
- Counter-positionAgainst a category that sells relentlessness, some of the strongest copy argued the opposite: recovery, sleep and restraint as part of performance.
- ActivationContests, step challenges and on-ground events ran through the calendar — content built for both print and digital from one idea.
The feed
Campaign · category · craft
10 August 2022
26 July 2022
Written in parallel
Sequenced, not batched
One Step at a Time
For Breast Cancer Awareness Month the account stopped selling. The grid turned pink for a full run: survivor portraits, risk-reduction guidance, an invitation to free clinical breast examinations at La Mer and Zabeel Park, with Friends of Cancer Patients.
I wrote and planned the content across both surfaces — the digital campaign and the material on the ground at the events. I worked remotely and wasn't there; the writing had to hold without me. Copy for a printed space can't be rewritten and can't lean on a caption.
It's the clearest example of what a distributor can do that a global asset library can't. Nobody at head office can schedule a Saturday afternoon in Dubai. That gets built where the audience actually lives.