DMConnect is an event series introduced by Dubai Media City in collaboration with Communicate, hosted every quarter shedding light on topics relevant to the industry and aligning best with the latest socio-cultural scenario in the region.

The second brunch is set to take place at in5 Tech located on King Salman Abdul Aziz Street on the 30^th of August 2022. It invites curators, influencers, creative strategists, designers as well as communications professionals to learn and apply the “Power of Viral Content” to their business strategies.

Amid torrents of overflowing content online, marketers and media organizations need to engage with consumers to win them and their commitment to their brand and its products. One of the many powerful tools includes the curation of content and experiences to maximize consumer engagement. Viral content has the potential to improve brand awareness as well as engagement.

Reckoning a viral campaign and analyzing its elements is simple but figuring out the ‘why’ and ‘how’ behind it is difficult. The question of what triggers it remains. Dubai Media City’s Creative Brunch aims to discuss the answers to these questions and provide a lively meeting point for the district’s diverse community of creators.

The session will kickstart with a collaborative workshop hosted by Partners at Spade Digital Marketing, Noor Ul-Ain, and Ajay Mani, who will engage attendees with activities and debate on the many social media tools that can be used through the journey of curating viral content.

Following this workshop, audiences will be addressed by Kate Nightingale, Head Consumer Psychologist, and Founder at Humanizing Brands, who will explain the human psychology behind the consumption of viral content. Specialized in the strategic application of science to build the ideal brand and consumer experiences, she will also dive deep into some of the most ‘human’ solutions that advertisers and brands can apply today to build an engaging customer experience.

The brunch will end with a panel discussion aimed at educating the audiences with useful tools to create effective, shareable, and addictive viral content. The panel will present Ali Cheikhali, Creative Strategy Lead at Google; Mazher Abidi, Head of Strategy at Saatchi & Saatchi; Ali Rez, CCO at Impact BBDO; Myriam Djelouat Benaroya, Regional Marketing & Communications Director at Richemont Dubai FZE; Amr Younis, Editorial Director at Socialize.

Commenting on the session, Majed Al Suwaidi, Managing Director of Dubai Media City, said, “Following the overwhelming response to the first session of the ‘DMConnect series’ on NFTs, we are delighted to organize yet another session in collaboration with Communicate that introduces the members of our ecosystem to the power of viral content. In a country where brands are constantly adapting their offerings to better meet the ever-evolving needs of customers, businesses, and the industry overall, the content remains king and is an increasingly competitive space to own. It is crucial that creatives produce impactful content that stands out from the crowd.”

“The series aims to cement Dubai’s growing renown as a content generation hub and reinforce our commitment to providing homegrown talent, freelancers, and artists a platform where they can produce viral content and reach wider audiences, raising the bar for creativity on a global stage,” Al Suwaidi further added.

Events Director, Sahar Rafique at Media Quest Plus also added, “Businesses are leveraging upcoming social media trends to drive ROI and viral content is no exception. While it is a strategy that has been around for a while now, it’s crucial to use it in a way that drives brand awareness and revenue. This community-focused brunch allows professionals and curators to come together and brainstorm how viral content can help them target the right people through the right platforms.”