Background
When I partnered with Iran Khabar in 2025, the organization’s Instagram page was already one of the largest Iranian platforms in Calgary, with a following of over 20,000. Recognizing the growing influence of digital media in cultural promotion and event marketing, I was brought on to revamp their social media strategy—specifically focusing on Instagram. My primary goal was to enhance engagement, elevate content quality, and expand the page’s reach beyond the local community to audiences across Canada. By aligning our visual identity with audience interests and strategically promoting concerts and media events, we aimed to grow our national presence and foster deeper connections with clients and followers.
Continuously Growing Community of Over 63,000 Followers
Challenges
Older target demographic: The page primarily catered to users over 50, missing opportunities to engage the under-35 demographic who are more active on Instagram.
Low engagement: Despite a strong follower count, posts received minimal interaction, with likes, comments, and shares falling short of expectations.
Disorganized content strategy: Event posts lacked consistency and clarity, often getting lost in unrelated content, making it difficult for followers to find relevant updates.
Lack of quality media: Events were promoted without professional photos, videos, or visual aids, limiting the visual appeal and impact of the posts.
Strategy
Visual Rebranding and Content Design: We redesigned the visual identity of Iran Khabar’s event promotions by creating eye-catching posters and graphics—especially for three key Persian New Year events and a major concert featuring one of the most prominent Persian singers to visit Calgary.
Paid Ad Strategy and Targeting: We developed a comprehensive paid advertising plan, carefully aligning posting times, dates, and targeted demographics to reach a broader and more diverse audience. This included tailoring content for different age groups, particularly focusing on engaging the under-35 segment.
Professional Media Production: Our team at Armin Productions captured high-quality videos and photos at major events, which were used not only to promote the events beforehand but also to create compelling post-event content that gave the page a polished and professional look.
Consistency in Posting: We implemented a consistent posting schedule, ensuring Iran Khabar maintained at least two posts per day. This regular cadence helped boost engagement and kept the audience continuously informed and entertained.
Influencer and Partner Collaborations: We prioritized strategic collaborations with larger influencers and community partners, amplifying the reach and credibility of the brand. These partnerships helped drive greater engagement and diversified our content exposure.
Sponsor Engagement and Cross-Promotion: We helped secure over 40 sponsors for the three main events. Each sponsor received customized content to share on their own platforms, contributing significantly to brand awareness and increasing attendance and visibility for the events.
Results
Significant Follower Growth: As a direct result of our rebranding, paid ad strategy, and consistent, high-quality content, Iran Khabar’s Instagram page grew by over 40,000 followers in just four months—more than doubling its audience. The page continues to grow steadily, attracting a younger, more engaged demographic across Canada.
Sold-Out Events: Every event promoted under the new strategy was completely sold out. This included three major Persian New Year celebrations, with Chaharshanbe Suri and the Nowruz Bazaar drawing record-breaking attendance of over 2,000 people each.
Historic Concert Success: The Ebi concert—featuring one of the most iconic Persian singers—sold out all 2,500 seats, making it the largest Persian concert ever held in Calgary. Our integrated promotion plan and strong influencer collaborations played a key role in achieving this milestone.
Stronger Community and Sponsor Engagement: With over 40 sponsors actively promoting the events and sharing branded content, the campaign not only elevated event visibility but also reinforced Iran Khabar’s reputation as a central hub for the Persian community in Canada.
