A gelato launch planned around how Qatar actually scrolls
The Ice Spot is a modern gelato and dessert destination for Qatar. This social-first launch plan was prepared with Dilhaus.
Launch plan, not campaign
This is a launch and social-media plan prepared with Dilhaus for a gelato and dessert brand. It was developed but not executed, so no results, reach or engagement figures attach to any of it.
The brief: create indulgent experiences that turn everyday moments into memories, pairing Italian craft with Qatari warmth. Locally tailored flavours, made fresh on site, built to be photographed.
Why social carries the launch
Qatar has 3.05 million internet users at 99% penetration, 2.59 million social identities covering 84% of the population, and 96% of residents active on social media. At that saturation social is not one channel among several. It is the gateway to the entire addressable audience, which is what justifies a social-first launch rather than a spend-led one.
Platform selection follows the usage data rather than habit: WhatsApp 89%, YouTube 88%, Instagram 81%, TikTok 74%, Snapchat 67%, Facebook 59%, LinkedIn 39%. WhatsApp leads, so it carries support and broadcast; Instagram and TikTok carry the aspirational and trend-led work; YouTube takes the long-form story.
Three audiences, three content modes
Gen-Z and Millennials get video-first work: trends, behind-the-scenes, UGC challenges and polls. Families get warm, inclusive visuals built around shared outings, cross-posted to Facebook and Stories. Professionals get craftsmanship and sustainability storytelling on LinkedIn.
All of it runs bilingually, in Modern Standard Arabic and local dialect, built to respect Qatari customs rather than translate an imported campaign. That is the difference between a brand that reads local and one that reads imported.
The rollout
Weeks 1–4 set up channels and visual identity, run teaser and countdown content, secure micro-influencers and put analytics in place. Month 2 is the launch itself: live reveal on Instagram and TikTok, contests and polls, paid activation, UGC driven by a branded hashtag. Month 3 onward expands to YouTube and LinkedIn, refines against the analytics and tests newer formats.
Measurement was specified up front rather than bolted on: follower growth, engagement rate benchmarked against category averages, organic versus paid reach, content interactions including saves and sticker taps, and sentiment tracked through analysis and surveys.