Building the UAE-led GCC Presence of an International Agricultural & Circular Economy Innovator

Challenge:

núaFEEDS, the Australian-born and Abu Dhabi-incorporated circular economy innovator, needed to build its local profile in the UAE and enable fast uptake of its revolutionary agritech solution with key Agriculture industry stakeholders and investors.

Solution:

IN2 developed a comprehensive communications and marketing campaign designed to enhance and localise núaFEED’s brand, and generate media attention both in the UAE and in the wider region, particularly with Arabic-first outlets and audiences that speak Arabic. We developed a deep understanding of the stakeholders in the agricultural sector of the UAE, including livestock producers and regulators such as MOCCAE and ADAFSA, and then highlighted how núaFEEDS directly aligns to the UAE’s National Food Security 2051 Strategy and Net Zero 2050 Strategy.

Results:

IN2 has secured placement in highly regarded publications such as Zawya, AP, TechRevolt, Enterprise, generating hundreds of link-backs in platforms around the world and driving investor interest for continued expansion. IN2 also created a credible presence with content that delivers strategic communications messages to support the company’s narrative and media identity, and drive adoption of the circular solution with local UAE partners.

Case studies

Elevating the Brand of the Abdulla Al Ghurair Foundation

IN2 helped AGF strengthen its brand and connect with youth through storytelling, partner engagement, and high-quality content creation.

Instagram Follower Growth Campaign for TAZIZ – ADNOC (UAE)

IN2 helped TA'ZIZ grow Instagram followers by 1,200% and surpass 1M video views through precise targeting and content strategy.

Bridging the Climate Awareness Gap Among Arab Youth with a New Platform: Ozone Now

IN2 launched Ozone Now to close the climate awareness gap among Arab youth with culturally relevant Arabic content and local initiatives.

Experiencing Climate Change with IN2 at COP 28

IN2 is firmly committed to fostering global support to drive transformative actions that will help create a future that's both low-carbon and resilient in the face of climate challenges. In that capacity our team attended the 28th Conference of the Parties (COP28 UAE), held in Dubai, United Arab Emirates, from November 30 to December 12, 2023. Operating as integral partners of the Iraqi Ministry of Environment within the Iraqi Pavilion, our team engaged with international stakeholders in pursuit of discussions aimed at nurturing and contributing to the evolution of climate solutions.

Advancing Agritech Solutions In Climate Vulnerable Regions

IN2 co-hosted a three-day hackathon that brought together developers, data scientists, and agricultural experts to tackle real-world challenges in the industry through the use of machine learning. Our hackathon produced innovative solutions to improve the efficiency, productivity and sustainability of agricultural production in areas of the Middle East most affected by climate change.

Boosting Digital Safety Awareness In Iraq

IN2 led a five-month online cybersecurity initiative in Iraq to elevate awareness about cyber hygiene and online safety, particularly among women. Through a national social media campaign, we reached an average of 250,000 Iraqis each week. Melding our technical expertise and insights into Iraq’s cultural landscape, the campaign tackled critical issues like cyberbullying, equipping women with the tools and know-how to protect themselves online.

Strengthening Community Resilience

Since 2015, IN2 has led a communications project in Iraq, leveraging FM radio and digital platforms. Our efforts have not only supported community resilience but also enhanced government responsiveness in conflict-affected communities. Our project’s Facebook page reaches over 45 million people every year and was the first in the governorate to amass one million followers. Through call-in radio shows, interactive social media, and dialogue-focused events, we promote social unity and inclusiveness, and help bridge the divide between officials and citizens. The radio station we established at the project’s inception has since become the region’s premiere media outlet, broadcasting 24/7 and boasting over 1.5 million social media followers.

Countering Election Disinformation In Iraq

Foreign Militias and political groups spread disinformation that manual recounts following the 2021 Iraqi election were part of a Western-led conspiracy, mainly through online platforms. This campaign of disinformation posed a serious threat to public confidence in the election's integrity. To address this, IN2’s Disinformation and Disruption Capability (DDC) partnered with Iraq’s official government agencies to produce online content that explained the need for recounts, why they are a standard part of the election process and what the recounts mean for the democratic process. Our team also executed successful fact-checks and take-downs of disinformation content, thanks to our Meta accreditation, serving to discourage politically induced violence and incitement.

Exposing A Ponzi Scheme In Yemen

IN2 supports a Yemeni fact-checking platform that, through collaboration with partner platforms, reaches an audience of more than 1.5 million both inside the country and in the Diaspora. Its fact-checking findings and investigations are prominent across Yemen’s media landscape, including television and on social media. An IN2 investigation uncovered a Ponzi scheme that defrauded Yemeni citizens to finance the militant group. The investigation led to the Ponzi scheme's closure and prompted social media influencers and nationally renowned religious leaders to publicly denounce the fraud.

Our Research And Analysis Capability

Our research is driven by a deep understanding of the regions we work in. We combine on and offline research, using local, regional, and national-level networks. Our cutting-edge technology, which includes proprietary, in-house designed digital tools, ensures we deliver reliable, real-time, and comprehensive insights. Whether we are conducting on-the-ground research in the Middle East, running fact-checking campaigns in Africa, or empowering citizen journalists in Eastern Europe we are experts in understanding and engaging people in some of the most complex and hard-to-reach places on earth.

Pamuk Project

In southern Türkiye, we launched a social media campaign and discrete worker hotline on behalf of Outland Denim and Nudie Jeans to empower cotton workers. Our campaign has brought transparency to one of the world’s most complex and opaque supply chains and has enabled companies to identify and act on worker concerns. Most recently we supported local NGOs by providing water ﬁltration systems in the aftermath of the devastating earthquake in Türkiye and Syria.

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