Modanisa
Modanisa is one of the world's largest modest fashion e-commerce platforms, founded in Istanbul and serving Muslim women in more than 140 countries with over 100,000 products from 1,000+ partner brands.
Modanisa was unknown to Moroccan audiences, and its global narrative needed local context. The campaign also had to build awareness, positioning and consumer activation in sequence.
We introduced Modanisa's global presence, reinforced brand authority and activated consumer engagement while integrating ambassador and creator Halima Aden throughout every phase.
The Challenge
BOXCOM Africa identified three strategic challenges that shaped the multi-phase PR approach:
Modanisa operates globally, but Morocco has its own fashion culture, media landscape and consumer identity. The PR strategy had to translate a global narrative into messaging with genuine audience fit and local context for Moroccan women, while monitoring sentiment and possible narrative shifts in the early public conversation.
Morocco's women's magazines frequently require advertising budgets before offering editorial coverage. BOXCOM Africa worked closely with journalists and editors through press briefings and direct media relations in Morocco to secure genuine editorial placements, including interview-based coverage in Femmes du Maroc and Moroccan Lady.
Modanisa was entirely unknown to Moroccan audiences. The campaign needed to introduce the brand, establish credibility and convert awareness into consumer engagement in a structured sequence, while flagging risk alerts early and keeping crisis management support ready if the narrative shifted.
The Strategy
BOXCOM Africa designed a structured, three-phase PR strategy, recognizing that a single announcement could not achieve everything Modanisa needed from its Moroccan launch.
Press release writing in Morocco introduced Modanisa's global presence and leadership in modest fashion to Moroccan media through targeted press releases and media kits in Arabic, French and English.
A follow-up release, supported by a press conference and structured press briefing, reinforced the brand's authority by highlighting its international scale and women's empowerment narrative.
A store initiative launch converted awareness into consumer engagement, integrating ambassador and creator Halima Aden through influencer relations and creator partnerships. Her name generated 156 mentions, equal to Modanisa's own brand mention count, while post-event coverage extended momentum across social platforms.
The Results
The campaign delivered strong press, broadcast and media relations results across all channels:
Tell us the story, the market and the timing. A senior member of the team will help identify the questions worth answering first.
3 Rue El Jihani, Quartier Racine, Casablanca, Morocco 20250
