Creating Palestine’s First Digital Literary Magazine
Kevin Kruiter and Aisha Hamed's journey from diplomacy to the founding of Fikra Magazine - Palestine’s first literary magazine was not an easy one.
In collaboration with Olives & Heather they carefully sculpted Fikra Magazine into a visionary brand, raising an impressive 30,000 euros through crowdfunding, and established an impressive social media presence - without having a prototype!
Tags: verbal brand strategy, visual brand strategy, crowdfunding, social media strategy, social media advertising, content creation, campaign management
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From Diplomats to Startup Founders and Digital Publishers
After spending five years entrenched in the world of diplomacy, Kevin Kruiter and Aisha Hamed, the visionary power couple behind Fikra, found themselves disheartened by the limited prospects of impacting Dutch policies on the topic of Palestine. Aisha's lifelong yearning to reconnect with her Palestinian roots, combined with Kevin's background in philosophy, set the stage for the birth of Fikra Magazine — an ode to the power of storytelling. Unlike the rigid structures of politics, Fikra sought refuge in the realms of poetry and art, where narratives could unfold freely, unencumbered by censorship, and weave a tapestry of unity. But amidst their clarity of vision, the couple faced a tough question: how do you go about making such a dream come true?
Building a Strong Brand Trusted and Loved by Readers
With their sights set on bringing Fikra Magazine to life, Kevin and Aisha understood that they had only one shot at success. The brand would need to speak volumes in its own right, bursting onto the scene with unwavering confidence. Over a span of three months, they poured their hearts and souls into shaping the identity of Fikra Magazine.
Through the guidance and expertise of brand strategist Kathrine Nicolaisen, the founder of Olives & Heather, Fikra Magazine transformed from a hazy concept into a brand with a crystal-clear mission, robust values, and a distinctive aesthetic.
“Olives & Heather really tackled our core needs. The experience was professional, communication was clear, and deadlines were met, but what really made a big difference is how Kathrine was able to structure our marketing ideas, thoughts, and future vision.”
~ Aicha Hamed, Founder of Fikra Magazine
Flexibility Through Crowdfunding
After solidifying their brand strategy, the Fikra founders encountered their next significant challenge: securing funding. Drawing from their experiences in foreign aid, they understood the potential pitfalls of relying on politically affiliated finances. So, from the outset, they resolved to steer clear of government or politically tied funds, opting instead for a subscription and private donation-based model to sustain Fikra Magazine. To kick off the literary magazine, the first milestone was raising 30,000 euros through crowdfunding.
“Olives & Heather were really helpful in guiding us through the crowdfunding period - especially during the preparation phase. When the campaign started we felt prepared on every level.”
~ Kevin Kruiter, Founder of Fikra Magazine
Building Trust Through Social Media While Developing a Prototype
Unlike most crowdfunding campaigns, Fikra Magazine was missing one major component to build trust and secure donations: a prototype. At the time the crowdfunding campaign went live, all the dynamic founding duo had to show for was a couple of articles, brand assets, and their vision.
The solution? A compelling social media marketing campaign featuring well-curated content pieces like the brand story, showcase literary pieces, and a well-illustrated vision. The campaign combined a mix of video, written, and design elements - and culminated in triumph: Kevin and Aisha successfully reached their target funding goal of 30,000 euros AND gained their first 5000 followers.
Brand Launch and Securing the First Subscribers
With the groundwork laid and the funding secured, the next big move for Fikra Magazine was a bold one: the launch event, a “happening” unlike anything Palestine had ever witnessed. This event aimed not only to unveil the brand but to leave an indelible mark on the cultural landscape. Showcasing a lineup brimming with live performances spanning music, spoken word poetry, and comedy, Fikra set out to captivate and inspire its audience like never before. A well-orchestrated marketing campaign leading up to the event was essential to ensure a robust turnout.
Through engaging social media content, thrilling brand partnerships, and old school flyering, the launch of Fikra Magazine ended up attracting 300+ of Palestine’s most ardent cultural elite. Using the event as a platform for the launch of the actual Fikra Magazine website, a special first edition print version was released.
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At Olives & Heather, we're passionate about fuelling the growth and impact of visionary organisations worldwide. Through our data-driven, brand storytelling approach, we empower ventures to reach new heights of success. Whether you're launching a new endeavour or looking to revitalise your brand, we're here to help you bring your vision to life. Let's embark on this journey together—reach out to us today to begin transforming your dreams into reality.