How 25,000 bars of soap rallied UAE community to save home-grown business
Two months after the Iran war began in February, entrepreneur Stevi Lowmass faced the prospect that her 13-year-old Dubai business might not survive the sharp drop in tourism. The Camel Soap Factory , which Lowmass had built from a home operation into a manufacturer whose products are sold across the UAE, had always relied heavily on visitors. As tourist numbers fell , so did sales, leaving her…
Dubai entrepreneur Stevi Lowmass faced the threat of bankruptcy for her 13-year-old soap company Camel Soap Factory during the Iran war that began in February. Relying heavily on tourism, the business saw a sharp decline in sales. Lowmass, with the help of marketing agency Plug, cut every cost, including parting ways with contractor Lucy Bradley.
Instead of accepting defeat, Bradley devised a campaign to rally the community to save the business. She proposed selling 25,000 bars of soap in three months to keep the factory running and give Lowmass time to stabilize the business. The campaign, Save Our Soap, urged the public to support the company by purchasing the soap. Despite initial reluctance, the plan gained traction, with over 22,500 bars sold as of May.
Businesses and individuals from various sectors reached out to offer help, showcasing the UAE community's support for local enterprises. Lowmass highlighted the importance of home-grown businesses and their role in community life. The campaign's success can be attributed to its direct approach, leveraging an existing customer database and LinkedIn posts instead of traditional advertising.
While the target was ambitious, achieving it would secure the company's survival for months and emphasize the significance of local businesses.
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