SuperQi App Content Strategy

Category

Account Management . Content Strategy . Agency

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Led a 12-month content and creative account for SuperQi, maintaining strategic consistency across daily communication, product launches, seasonal campaigns, and major creative initiatives.

Role: Account Manager (Crazy Town Agency)
Client: Qi Group

SuperQi, one of Iraq’s largest digital-payment platforms, needed steady creative leadership across a full content calendar and a campaign push to reposition digital payments as the default, not the alternative. My job wasn't to hand over concepts and walk away. It was to hold the strategy, the calendar, and the client relationship steady for a full year.

  • Built the content strategy and calendar, daily posts, feature launches, seasonal pushes (Ramadan, Eid, giveaways, product features like Send-a-Gift).

  • Led creative direction across every deliverable: tone of voice, visual system consistency, script quality, brief clarity.

  • Developed strategic foundations for the Cashless, Cross-Border, Merchant, and Card Acceptance campaigns. For Cashless, I translated everyday frustrations with cash into six behavioral and emotional territories, then briefed the creative team and contributed to the development of the TVC scripts and mini-series.

  • Managed the client side: presenting work, absorbing revisions, protecting the strategic thread when internal shifts pulled at it, also delivered the in-app creative content heavy requests.

What Got Made

  • Full 12-month content calendar delivered and produced.

  • Download SuperQi mini-series produced end-to-end under my direction.

  • Cashless TVC produced.

  • Delivered high-volume in-app communication requests while maintaining message and visual consistency.

The engagement demonstrated my ability to maintain strategic and creative consistency across a large, complex account with frequent product and internal changes.