Overview
Boushra by Merck raises awareness about fertility in the Gulf. The 2026 goal was clear: deliver paid-level results through organic reach, and keep paid media for peak moments only.
What I did
- Thyroid Talks campaign (2025): concept, posts, and scripts for doctors and models.
- World IVF Day 2026: doctor reels with Dr. Bassel Noah and Dr. Mazen Dayeh.
- Movember 2026: 90 male fertility scripts in Syrian dialect, plus research on 100 campaigns from the category.
- World Diabetes Day 2026: content calendar, patient booklet and animation storyboard.
Results
2,778average organic views per reel, 39% above benchmark
12,374views on the best reel (6.2x the benchmark)
3.0%interaction rate, above the 0.7% to 2.3% range
26organic reels in 2026
Work samples
- Boushra 2026 Performance vs Objectives
- Movember doctor dialogue scripts
- Thyroid Talks campaign presentation
Full samples are available on request.