Ramadan is a sacred time of reflection, community, and generosity, and Maltina, a brand rooted in nourishment and family, wanted to show up where it mattered most. The challenge? Leverage influencer storytelling to connect authentically with Northern audiences during Ramadan while staying true to the brand’s values of bonding, care, and joy.
The Process
We knew this wasn’t a one-size-fits-all campaign. To achieve real resonance, we had to understand not just influencers but the cultural context of the season. So, we built a custom evaluation framework that looked beyond follower counts. We scored each influencer against five key criteria:
Engagement Rate – Are they sparking conversation?
Audience Fit – Do they reflect Ramadan values: family, faith, food, culture?
Authenticity – Do their communities trust them?
Content Style – Does their content flow with Maltina’s story?
Brand Fit – Can Maltina integrate seamlessly into their narrative?
This led to a tiered system that allowed us to identify the highest-value partners—those who didn’t just post, but connected.
This led to a tiered system that allowed us to identify the highest-value partners—those who didn’t just post, but connected.
The Insight
Our analysis revealed three clear influencer segments:
- High-Potential Influencers like Ummeeta Rabi’u, Chef Raiaisha, Ali Nuhu, and Ameerah Ibrahim whose content was deeply aligned with Ramadan rituals and community storytelling. With high engagement (18–48%), these creators were perfectly positioned to lead conversations around Iftar moments, family gatherings, and shared kindness.
- Moderate-Potential Influencers, ideal for supporting content like Eid shopping and self-care, included creators such as Angel Zee and Maryam Mariri. They offered cultural relevance and lifestyle appeal, though with a narrower range of influence.
- Low-Potential Influencers, despite high follower counts, had limited alignment with Maltina’s Ramadan narrative. Their content leaned toward beauty, entertainment, or product-based posts, resulting in lower emotional impact.
Ready to turn cultural insights into authentic influence with ImpressionON?
We don’t just find influencers, we connect your brand to communities that matter.