Four Accounts · One Ecosystem · Six-Month Growth Strategy
We reviewed all four accounts in depth — post by post, format by format. The Julia Dumna Group holds assets most hospitality brands in Damascus can only dream of: a boutique hotel, a heritage palace, a destination café, and the city's most talked-about rooftop. But the numbers tell an uncomfortable truth: the group's digital presence is running far below the value of its physical assets.
One pattern stands out immediately. Across the group, the content that involves real people massively outperforms the content that doesn't. Level 5's influencer collaborations reach 60K–136K views. Shahbandar's poetic voiceover reels reach 80K–136K views. Meanwhile, static room shots and food photos on the other accounts collect 4–15 likes. The audience has already voted. This proposal is built entirely around what they voted for.
For hospitality, dining, and nightlife in Syria, influencer marketing is the single highest-performing channel — the Syrian market responds to trusted faces and word-of-mouth more than any polished brand message. Your own data proves it: the group's influencer collaborations outperform its brand-published content by a factor of hundreds.
Most agencies stop there: book an influencer, post a reel, watch the views, move on. We don't. The reel is only the visible tip of an influencer deal. The real, underpriced asset inside every collaboration is the story content — and our entire paid strategy is built to extract and multiply its value.
Every account receives 12 professionally produced content pieces per month (reels, carousels, and image posts — stories additional), tailored to each property's strategy above. This is the layer the group owns forever: it keeps the accounts alive, feeds the algorithm consistently, and — critically for Level 5 — ends the dependence on borrowed content.
Every month, each account runs a coordinated influencer campaign. Dino handles the full cycle: sourcing and vetting creators, negotiating deliverables, briefing, scheduling, and quality control. Deals are structured deliberately to include a generous volume of story content — because of what happens in step three.
Influencer stories are the most underpriced asset in the market: offered in large numbers, at a fraction of the price of a reel, and filled with authentic, human, in-the-moment reactions. After each collaboration completes its organic run, we take that story content, re-edit it into UGC-style reels with on-screen captions, and put concentrated paid budget behind it.
The result: audiences see a dense rotation of varied, genuine, human content — different faces, different moments, the same properties — over and over. Not one ad repeated until it fatigues, but a stream of real experiences that compounds into an omnipresence effect for each account. This is what makes each brand feel like everyone is talking about it.
Four accounts, one ecosystem. Hotel guests are sent to Aranda breakfasts and Level 5 nights; café and rooftop audiences discover the hotels; Shahbandar's heritage audience meets the modern side of the group. Every account becomes a distribution channel for the other three — an advantage no standalone competitor can copy.
Volume: a single influencer deal yields many story segments — a full month of ad variations from one collaboration. Cost: stories are priced far below reels, so the cost per usable ad asset drops dramatically. Authenticity: hand-held, real-reaction content consistently out-hooks polished ads in feed. Variety: rotating many faces and moments prevents the creative fatigue that kills single-ad campaigns. The engine turns one influencer contract into a paid-media content library.
Each account runs on two Meta objectives only. This is intentional: at this stage, the group's goal is reach, recall, and audience building — and splitting budgets across many objectives starves them all. Every dollar works toward one of two jobs: getting the content genuinely watched, or getting the account genuinely visited.
What it does: Meta's algorithm delivers each video to the people most likely to watch it for 15 seconds or more — real viewers, not accidental scrollers. All reels and repurposed UGC content run on this objective.
The compounding effect: every 15-second viewer joins a warm, retargetable audience. Someone who watched a Level 5 sunset gets the mixology reel next; someone who watched a Shahbandar room tour gets the poetry reel. Over six months, each account builds a large audience of people Meta knows are genuinely interested.
What it does: drives viewers directly to each account's profile — where the highlights, the menu, the booking info, and the full feed convert curiosity into a follow or an inquiry.
Why it matters for this group: the accounts' biggest weakness is the gap between viral moments and account growth. Level 5 reached 136K views and still sits at 4.6K followers. Profile Visit campaigns close that gap — turning reach into a permanent, owned audience.
We start each account at $300/month — enough in the Syrian market for the algorithm to learn and for us to identify winning creative without waste. As winners emerge, budget scales to $500, then $700 per account. We scale spend only behind proven content — never ahead of it.
Campaigns cover all target areas, but instead of splitting budget evenly, we let real performance steer the spend — the algorithm automatically concentrates budget on the audiences and areas responding best, continuously optimized. Primary targeting is broad and interest-open: in the Syrian market, Meta's behavioral delivery consistently outperforms narrow manual targeting, and our warm retargeting pools (15s+ viewers, profile visitors, post engagers) become the highest-converting audiences from month two onward.
Each account receives 12 monthly content pieces across reels, carousels, and image posts (stories additional), produced by Dino end to end: creative direction, professional on-site photo sessions with a full crew, filming, editing, subtitling, and copywriting. On top of the monthly rhythm, every account also receives one annual hero video — a flagship production. The mix below is the starting framework — it evolves monthly based on what the data tells us.
Fast, dynamic room reels conveying vibe and energy · concierge storytelling (a receptionist's Damascus mini-tour ending at the hotel) · guest welcome moments · behind-the-scenes room preparation and hotel service craft.
Complete room-experience carousels — bedroom, view, luxury bathroom, in-room dining — one post that sells the entire night. Suite spotlights and smart-room feature sets.
Hero architectural imagery · Aranda Café breakfast features · Level 5 rooftop evenings — content that moves guests across the group's properties and strengthens the shared ecosystem.
Signature dishes being made and served — ASMR-style close-ups, cheese pulls, sauce work · layered drinks and barista craft · event highlight reels (engagements, celebrations) positioning the café as a venue.
Signature dish collections, garden terrace and indoor ambiance in one swipe-through — replacing single-image posts with full-experience storytelling that earns saves.
Hero food photography with direct calls to action on every post — reserve, tag a companion, ask about events. Eloquence stays; passivity goes.
Sunset time-lapses over 7-Bahrat Square with the neon signature "The city looks better from here" · beat-synced weekend recaps and DJ lineups · mixology and shisha craft · "يلا عالخامس" evolved into customer POVs and live match reactions on the LED screen.
Gourmet burgers, signature appetizers, shisha flavors, smoke-infused cocktails — F&B storytelling that raises per-customer spend, not just entry traffic.
Complete story-highlights system from week one: menu, event schedule, opening hours, policies — so viral reach finally has somewhere to land.
Cinematic poetic heritage reels — slow pans across Ard Dyar, rose petals in the Bahra, classical poetry with Andalusian oud · room-tour reels · English subtitles on all video, opening the diaspora and international traveler audience.
Ablaq stonework, Ajami painted ceilings, mother-of-pearl (Sadf) furniture · Old Damascus walking guides from Bab Touma and Al-Qaymariyya ending at the palace gate · full room-experience carousels.
Heritage lifestyle imagery paired with booking CTAs in every caption and a structured link-in-bio path — so 100K-view moments finally have a route to a reservation.
A cinematic, high-production hero video capturing the essence of each property at its absolute best — the Boutique Hotel's modern luxury, the Café's table culture, Level 5's skyline energy, and Shahbandar's living heritage. This is the piece that anchors each brand: pinned to the profile, cut into ad-ready versions, used across the website, screens, and presentations — a flagship asset that works all year long.
On top of the 48 owned pieces, the repurposing engine adds a continuous stream of UGC-style ad creative built from influencer story content — edited, captioned, and rotated through paid campaigns. The owned layer builds the brand; the repurposed layer floods the market with it.
Management and production are a flat fee per account — we take no percentage of ad budget, so scaling your ad spend from $300 to $700 costs nothing extra in service fees. Signing all four accounts activates a 10% group discount on the full retainer.
Influencer campaign management is not part of the base $900/account service. Influencer contract values are agreed per campaign, based on the selected creators and deliverables each month, and Dino applies a coordination fee of 7–10% of the contract value. For that fee, Dino handles the entire process — sourcing, vetting, negotiation, briefing, scheduling, content collection, and usage rights for the repurposing engine. You approve every collaboration before it's booked.
Syrian Meta inventory is exceptionally efficient — at these budgets, each account generates hundreds of thousands of real 15-second views per month at scale, with cost per genuine view measured in fractions of a cent. The group's combined spend makes it one of the most visible hospitality presences on Syrian Instagram, at a total investment smaller than a single regional campaign elsewhere.
Reels, carousels & image posts across four accounts: direction, filming, editing, subtitles, copy
One flagship cinematic brand film for each property, cut into ad-ready versions
On-site sessions with a full professional crew at each property
ThruPlay + Profile Visit campaigns, smart delivery, weekly optimization — no percentage fee on spend
Full sourcing, negotiation & coordination — billed separately at 7–10% of contract value
Influencer stories rebuilt into captioned UGC-style reels powering the paid rotation
Highlights systems, bio & link scaffolding, booking CTAs — starting with Level 5's complete build-out
Opening diaspora & international audiences — starting with Shahbandar's heritage content
15s+ viewers, profile visitors & engagers — compounding warm pools per account
Coordinated content moving audiences between hotel, café, rooftop & palace
Clear numbers per account, top-performing content, and next-month recommendations
Upon initial approval of this proposal, a meeting is arranged with Julia Dumna Group representatives, hosted by Mohammad — CMO at Dino Agency and Reem — Social Media Supervisor. In this meeting we walk through the plan in detail and present examples and case studies from similar hospitality clients we've worked with — real accounts, real numbers, real content.
Once the plan receives final approval, a 15-21 Working day preparation period begins: account access and setup, content calendars for all four accounts, first filming and photo sessions scheduled, Level 5 infrastructure build-out, campaign structures configured, and the first influencer wave shortlisted for your approval.
Preparation complete — posting begins and the plan is live. Content publishing starts across all four accounts, campaigns launch, and the six-month roadmap is in motion from day one.