OOKA

THE BRIEF:

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OOKA is a premium shisha device — coined 'the Nespresso of shisha' — with an innovative pod-based system that eliminates the hassle and harm of charcoal-heated shisha. Stylish, portable, and designed for modern lifestyles.

Originally launched in the UAE, the brand positioning was shaped around Middle Eastern shisha culture. But for the German market entry, this positioning was a significant deviation from local category norms, behaviours, and lifestyle. The brand needed to be reframed through a culturally grounded, locally resonant lens.

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THE CHALLENGE:

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The newly established local team had developed an initial strategy - but without a strategic brand lead, it remained a tactical plan built on assumptions rather than research-driven insights.

The gaps:

• Assumed audience understanding, not insight-led segmentation
• Broad, unfocused targeting with no priority audiences defined
• Fragmented tactical planning with no unified strategic foundation
• Globally driven positioning anchored in Middle Eastern culture, not adapted for Germany
• Product-first messaging instead of behaviour and motivation-led communication
• Unclear activation approach with no path to market

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THE APPROACH:

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1. Audience segmentation: Replaced assumed understanding with insight-led segmentation and clear priority targets
2. Targeting focus: Defined high-potential audiences based on value, feasibility, and recruitment pathways
3. Strategic foundation: Built a unified framework linking positioning, audiences, messaging, and channels
4. Positioning adaptation: Shifted from Middle Eastern shisha culture to a culturally grounded positioning aligned with German behaviours and norms
5. Messaging reframe: Moved from product-first to behaviour and motivation-led communication guided by jobs-to-be-done
6. Activation clarity: Developed funnel-led messaging and channel architecture with a clear path to market

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THE OUTCOME:

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From:

1. Assumed audience understanding
2. Broad, unfocused targeting
3. Fragmented tactical planning
4. Global positioning anchored in Middle Eastern culture
5. Product-first messaging
6. Unclear activation approach

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To:

1. Assumed audience understanding Insight-led audience segmentation with clear priority targets
2. Defined high-potential audiences based on value, feasibility & recruitment pathways
3. Unified strategic foundation linking positioning, audiences, messaging & channels
4. Culturally grounded positioning aligned to German behaviours & shisha norms
5. Behaviour & motivation-led communication framework guided by jobs-to-be-done
6. Funnel-led messaging & channel architecture with clear path to market

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Results:

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The strategic reframe cascaded across all channels. Social media shifted from product-first to audience and passion-point-led content. The behaviour-driven communication framework became the foundation for their broader channel strategy - not just social, but across the full marketing mix.

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