MASH Global×Tarsheed
Case Study / 2025

Making conservation cultural,
not civic.

ClientTarsheed, KahramaaQatar GE&WC
Duration9 Months2025
Services
Digital StrategySocial Media StrategyPlatform OptimisationContent CreationProduction
ApproachOrganic, Always-OnTurnkey content engine
StrategyCultureConservationIdentityCommunityBehaviourStrategyCultureConservationIdentityCommunityBehaviour
01 The Problem

The rational message
nobody acted on.

How do you ask a public to conserve water and electricity when the government pays their bills?

02 Our Cultural Thesis

Behaviour does not change through information. It changes through identity. So we made conservation a cultural value, not a civic one.

03 The Activation Archive
Eight seedings. One community.
Built as a turnkey system. Handed over to the Tarsheed in-house team. Not a campaign. An engine they now own.
Click a point to explore
Month 01Month 09
Total Reach0.0M
Total Views0K
Engagements0K
Community Growth0%
Brand Refresh
01Brand Refresh

Brand Refresh

Introducing brand elements that explain conservation without ever bringing it up. The visual world did the cultural work before the message did.

+840K profile visits
Trends
02Trends

Trends

Balancing social media trends with a government channel. Staying human and organic inside an algorithm that rewards neither.

+1.2M impressions
It Was That Easy
03It Was That Easy

It Was That Easy

Launch of a serialised format showing how small changes add up. The format removed the effort barrier. If it looks easy, it feels possible.

+2.1M views
Visual Series
04Visual Series

Visual Series

A visual world for Qatar's possible future. Not fear. Clarity. Content designed to be saved and shared, not scrolled past.

+92K saves
Eco Chat Series
05Eco Chat Series

Eco Chat Series

Launch of a creator-led conversation series. Conservation placed inside cultural dialogue, not PSA monologue.

+48K shares
Community Competitions
06Community Competitions

Community Competitions

Participation mechanics that required the audience to learn something first. UGC reached well beyond owned channels.

+6,200 entries
Gamified Mascots
07Gamified Mascots

Gamified Mascots

Mascots turned conservation into something played, not read. They became cultural characters, not brand assets.

+180K saves and shares
Storytelling Content
08Storytelling Content

Storytelling Content

Weaving in the emotional side of overconsumption through the eyes of animals, then zooming out to show how that impact reaches us and the planet.

+4,800 completions
04 Compounding Result
0
Total reach across Instagram, TikTok, Snapchat
0
Above government social engagement benchmarks
0
Increase in conservation UGC during campaign
0
Sustained growth with no campaign spikes

Results from a 9-month organic engagement across Instagram, TikTok & Snapchat.

Nine months. No viral moment. A community that slowly chose to care, and kept choosing it.

Ready to build an audience that stays?
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