In a marketing landscape that’s shifting from reach to resonance, few understand the nuances of the Saudi and Bahraini markets better than Rami Rihani, Chief Marketing Officer at IKEA. With a deep focus on purpose-driven strategy, he has navigated the complexities of connecting a global brand to the rich cultural tapestry of the region. In our conversation, we explore how to move beyond superficial marketing by embedding content into the very mindset of an organization. We’ll delve into the art of balancing cultural relevance with brand identity, the tangible ways brands can align with societal momentum like Saudi Arabia’s Vision 2030, and how to transform social media from a channel for views into a genuine platform for building community and belonging.
You mentioned that striking a balance between brand and cultural relevance is a key challenge. Could you share a campaign example, perhaps for a national day or World Coffee Day, and walk us through the steps your team took to ensure it felt authentic and not like a “force-fit”?
Absolutely, that tension between brand and culture is where the most meaningful work happens. For something like World Coffee Day, which is a massive cultural moment here, the temptation is to just show a product. But we start by asking a different question: what does this ritual truly mean in the homes of our customers? It’s not just about the coffee; it’s about hospitality, connection, and the conversations that happen around the cup. So, instead of a simple product shot, our process involves listening to social conversations and understanding the emotional core of the event. We might build a narrative around creating the perfect, cozy corner for those daily coffee moments with loved ones. The goal is to be a natural part of their story, not to interrupt it. It’s a delicate process of ensuring our message feels like an enhancement to their experience, a quiet facilitator of a cherished tradition, rather than a loud advertisement that feels out of place.
The article highlights aligning with Saudi Arabia’s Vision 2030 as a major opportunity. Beyond a statement of support, how does IKEA translate this into tangible, purpose-driven content? Please describe a specific initiative and any metrics you use to measure its societal impact and effect on brand loyalty.
Aligning with Vision 2030 is far more than a marketing slogan for us; it’s about participating in the nation’s momentum. A statement is easy, but action is what builds trust. We translate this into content by focusing on pillars of the Vision that resonate with our brand’s core purpose, such as empowering youth or promoting a more sustainable life at home. For instance, we could develop an initiative focused on supporting young, local entrepreneurs in the home furnishing space. The content wouldn’t just be about IKEA; it would be about their stories, their ambitions, and how we are helping foster that local creative culture. To measure impact, we look beyond sales. We track metrics like social sentiment, the organic sharing of these stories, and audience engagement rates. True success is seeing our brand become associated not just with furniture, but with positive societal contribution, which is the bedrock of long-term loyalty.
Social media is described as the “heartbeat” for building belonging, not just views. On platforms like TikTok or Instagram, how do you move beyond typical brand posts? Can you detail your process for using creators and micro-communities to amplify narratives and foster genuine community engagement?
The key is to shift from broadcasting to co-creating. A typical brand post is a monologue, but platforms like TikTok and Instagram are built for dialogue. Our process begins with identifying micro-communities whose values genuinely align with ours—perhaps a group dedicated to sustainable living or young families navigating their first home. We don’t just send them products and a script. Instead, we invite them to be part of our storytelling process. We might ask them to share their real, unpolished experiences of creating a better life at home. This approach puts their authentic voices at the center and allows our brand narrative to be amplified organically through their trusted networks. When you empower people to tell their own stories in their own way, you’re not just earning views; you’re building a community that feels seen, heard, and connected to your brand on a much deeper, more personal level.
You argue that content should be an “organizational mindset,” with brands thinking like publishers. What practical changes did IKEA implement to foster this culture? Can you share how your team’s structure or workflow has evolved to listen like a community member and act like a storyteller daily?
Adopting a publisher mindset required a fundamental shift in our internal structure and rhythm. We moved away from a traditional model where content is just an output of a campaign plan. Now, our marketing team operates more like a newsroom, with a daily pulse on cultural conversations. We’ve integrated social listening directly into our creative workflow, so we’re not just pushing out messages, we’re actively responding to what our community is talking about in real-time. This means our teams are structured to be more agile and collaborative, breaking down silos between brand, social, and commercial teams. Everyone is empowered to think like a storyteller, to spot opportunities for connection in emerging trends or customer conversations. It’s a change from planning content quarterly to living and breathing it daily, ensuring we’re always part of the conversation, not just an interruption.
What is your forecast for the evolution of purpose-driven content in the Middle East over the next five years, especially with the rapid advancement of AI?
My forecast is that the duality of technology and humanity will define the next five years. AI will undoubtedly make content production more efficient and scalable, allowing for incredible personalization. However, that very scale will make authentic, human-centric purpose more valuable than ever. AI can generate a thousand images, but it can’t replicate the genuine empathy and cultural understanding that builds true connection. The brands that thrive will be those that use AI not as a replacement for creativity, but as a tool to deepen their listening and understanding of community needs. The future of purpose-driven content in the region isn’t about automated messages; it’s about leveraging technology to free up human talent to focus on what matters most: telling meaningful, resonant stories that contribute positively to the societal transformations happening all around us. Substance will become the ultimate differentiator in a world saturated with AI-generated scale.
