In terms of content, a strategy was devised to generate consistent, high-quality content with a structure that would ease the day-to-day tasks of the Social Media Manager. Based on brand values, two types of content were chosen: product-centric posts aimed at driving sales, and organic posts. For each category, sections were devised to highlight Qynda’s DNA, connecting with its consumer by providing useful information about the garments and the world of sports and women in the Middle East.