GrewAnkerUAE'sInstagramfollowersby200%

/ Introduction

Founded in 2011, Anker Innovations is a leading electronics brand based in Hunan, China. With more than 75% of retail sales in mobile charging devices, Anker has carved out a distinct niche in the charging category. Its products sell in 146 countries under sub-brands Anker Charging, Soundcore, Nebula, eufy and ROAV. Anker's Middle East and Africa office is in Abu Dhabi, with most regional sales flowing through retailers from Jumbo Electronics and Lulu Group to Amazon and Sharaf DG.

/ First base

Anker MEA reached out at the end of 2019 to level up their social game and push regional sales. The brand had a mass following in the Gulf for its pioneering products, but that never translated onto their social channels. They wanted chatter about their best-sellers to live online the way it lived in stores.

In the Middle East, one Anker page carries every sub-brand — Soundcore audio, eufy home appliances, eufy Security cameras, Nebula projectors. Everywhere else each sub-brand runs its own accounts. Our challenge was a single cohesive page that still let each sub-brand keep its distinctive identity.

/ Market research

To understand the Middle Eastern audience, we studied other tech brands — global and regional. Content that solved day-to-day problems connected best. Anker needed to show up as an aspirational lifestyle brand, not a catalogue.

The advantage: a very broad product range. The challenge: threading multiple sub-brands together seamlessly and making Anker's existing US-shot product and lifestyle imagery feel relevant to a Gulf audience. Our recommendation was simple — build a page about the audience, not the product. Let the product live inside their lives.

/ Strategy

We led with product USPs and blended them with the trends of the moment. Boxes we ticked:

• Account hygiene — removed an older, inactive Anker UAE handle and got the Anker MEA account verified, matching the official Anker presence elsewhere.
• Used Instagram features — Stories and Highlights — for broader platform exposure.
• Doubled down on short video after it out-performed static content on both views and engagement.
• Ran regular giveaways to convert reach into follows, pushed further with ads.

/ Process

We began in December 2019 with access to Anker's product library. Each month the client's sales team signed off a hero product list; we developed briefs, and once approved, produced the following month's calendar of creatives.

/ The growth story

First move: feature the products more prominently. We combined Anker's own imagery and video with relevant stock footage to build crisp, informative videos and carousels. Bi-monthly giveaways kept the community active.

One of our best campaigns capitalised on Anker's then-audience — predominantly male, 25–44, over 60%. A Euro Cup 2021 Predict & Win format (3 posts, 8 stories) triggered strong organic engagement and, boosted with ads, brought in nearly 1,500 new followers.

March–September 2021: target 10K. We promoted every piece at $20–30 to reach new audiences, ran more Stories using polls / quizzes / Q&A, cut feed videos to 10–15 seconds for cold viewers, and shifted tone from product-centric to audience-first. We exceeded 10K by mid-October 2021.

/ Other design work

Alongside social, we supported Anker's regional presence with ATL and BTL design work — over 150 design requirements delivered between June 2020 and November 2021.