Ahmad Tea
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THE OPPORTUNITY
Most brands arrive in Ramadan the same way: a lantern, a crescent, a discount, gone by Eid. Muslim communities have spent years being marketed at during the month that matters most to them, by brands that have never sat at their tables.
Aam runs Ahmad Tea USA end to end. Social media channels, brand partnerships and sponsorships, influencer marketing, and content creation, from strategy through production to what actually posts. So when Ramadan came around, we didn't wait for a brief. We wrote one.
What we brought Ahmad Tea was rare: a campaign built around meaning, not metrics. No reach mandates. No impression targets. Just a real intent to show up for Muslim communities during the most important month of the year. Ahmad Tea, the 5th largest tea brand in the world, backed it completely. From there we kept coming back to one question: what does Ramadan actually mean, and how do we embody those values?
THE APPROACH — CAMPAIGN STRATEGY
We designed a campaign anchored in what Ramadan actually feels like: the warmth of a noisy home. The chaos and the calm. The stranger who becomes a friend across a table. Ahmad Tea wasn't positioned as a sponsor. It was woven into the ritual itself.
UNITED STATES: FIVE TABLES, FIVE COMMUNITIES
We partnered with 5 trusted community voices: storytellers, poets, food bloggers, and lifestyle creators rooted in South Asian, Muslim, and Arab communities across New York and California. Each hosted their own intimate Iftar, in their own home, in their own way.
UNITED KINGDOM: A TABLE BUILT AROUND BOOKS
In London, we partnered with Parho Book Club to host an at-home Iftar with book club members and creatives, timed intentionally to World Book Day, weaving literary community into the spirit of the campaign.
WHAT WE DID
SOCIAL MEDIA STRATEGY & MANAGEMENT
Aam took over the Ahmad Tea USA channel and runs it in full: strategy, content calendar, copy, community, and reporting. We rebuilt the content mix around formats that travel beyond the existing following, published 16 posts in month one against a 12 to 15 target, and turned partner collaborations into the account's single biggest growth lever inside a single month.
BRAND PARTNERSHIPS & SPONSORSHIPS
We source, pitch, negotiate, and run the brand's partnership program. That means identifying partners with real equity with the audiences we want, cultural and commercial alike, closing the collaborations, and building each one into content the channel can actually use. We added 11 Friends of the Brand in month one against a goal of 5 by month four.
INFLUENCER MARKETING
From creator strategy to execution, Aam runs the influencer program: sourcing and vetting creators against cultural, aesthetic, and audience fit, leading outreach, rates, and contracts, writing tailored briefs, and reviewing every deliverable. For Ramadan, that meant choosing hosts by trust rather than follower count. Voices whose communities would recognise the invitation as real.
CONTENT CREATION & PRODUCTION
We concept, direct, and produce the content that carries the brand, across always-on social and campaign moments. For the Community Ramadan campaign, that meant building a framework hospitable enough to hold seven different homes, seven different tables, and two different markets.
CAMPAIGN STRATEGY & DELIVERY
Aam built the Community Ramadan campaign from the idea up: the strategic concept, the market split across the U.S. and U.K., host selection, the World Book Day timing in London, production, and the reporting behind it. One framework, activated across two countries with distinct community contexts.
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THE RESULT
STAT CALLOUTS — RAMADAN CAMPAIGN
7 Iftars hosted across two countries
100+ people gathered around a table
640K combined estimated reach across both markets
STAT CALLOUTS — SOCIAL RETAINER, MONTH 1
1.76M views in 30 days
165,813 interactions
99.5% non-follower reach
1.4M views on the top partner collab Reel, driving 1.4K new followers
14,255 followers, +455 since the engagement began
16 posts published against a 12 to 15 target
11 Friends of the Brand added against a 5-by-Month-4 goal
Brand advocacy, built from experience Attendees gifted Ahmad Tea to family for Eid. People who had never encountered the brand became advocates because of a memory they made at a table.
New brand memories in new markets Perception shifted within communities that major brands rarely reach authentically. Ahmad Tea was experienced at the root, not observed from the outside.
Community trust as distribution By working through trusted community voices rather than mass influencers, the campaign traveled through real social networks built on relationship, not follower count.
Multi-market proof of concept One campaign framework, activated authentically across two countries with distinct community contexts, proving that cultural fluency scales when it's built in from the start.
And on the always-on side, the numbers made the same argument in a different language: 99.5% non-follower reach means almost everything the channel published in month one found someone new.
We had a fantastic experience working with Aam Creative on our Ramadan campaign. From the outset, the team brought a high level of creativity, paired with a clear understanding of digital marketing and content that aligned perfectly with what we needed. They were incredibly easy and enjoyable to work with, always open to feedback and quick to turn suggestions into thoughtful, effective solutions. Communication was seamless throughout, and every deliverable was completed on time, often even ahead of schedule. Aam Creative played a key role in bringing our vision to life, and we look forward to working with them again.
