Submitted by SociataAgency IPI Score 31/100

The always-on creator engine

Influencer Marketing

Sociata built Talabat Qatar an always-on creator programme, screening out competitor aligned creators and casting on an AI score to hold quality at volume.

600Kimpressions
500K+organic views
1.7%engagement rate
7/10minimum iScore for casting

Case in 60 seconds

Talabat Qatar needed high volume creator content to drive Talabat Pro subscriptions, in a saturated market where most relevant creators were already tied to competing platforms.

Food delivery fits into everyday life, so creators did not have to be food creators. Comedy, fashion, family and travel accounts could carry the brand naturally, which widened the eligible pool enough to make volume possible.

Build an always-on creator engine instead of a campaign, with casting decided by data and delivery held together by automation.

Competitor aligned creators were filtered out through platform integrations, the rest screened on audience, location and relevance, then benchmarked at 7 out of 10 or above on the iScore metric. Micro creators were paid, nano creators worked on barter or promo incentives, and the best were retained in the Talabat Creator Squad.

The agency reports 600K impressions, 500K+ organic views and a 1.7% engagement rate, with Qatari users emerging as a leading audience segment. No Talabat Pro subscription figure is disclosed.

Strategy Breakdown

Expats in Qatar with strong reach into Qatari audiences, selected on audience composition, location and content relevance.
In a small, saturated creator market, the recognisable names are already spoken for, so a brand either overpays for exclusivity or finds relevance somewhere else.
Food delivery in the GCC is a share fight between well funded platforms, and creator supply is one of the contested resources.
Talabat positioned itself as part of everyday routine rather than a food occasion, which is what allowed non food creators to feature it credibly.
Based on the available evidence, content reads as native when a creator keeps their own format, so the brief controlled brand direction and Talabat Pro messaging while leaving format open.

Creative & Execution System

Assets & channels

  • Organic creator content across multiple platforms, platforms not named
  • Paid amplification of high performing assets through platform ad ecosystems

Partners

  • Sociata
  • Talabat Creator Squad members

Participation mechanic

  • Competitor exclusion via direct platform integrations
  • Screening on audience composition, location and content relevance
  • iScore benchmark of 7 out of 10 and above
  • Paid micro creators, barter or promo based nano creators
  • Retention of overperformers in the Talabat Creator Squad

Creator role

  • Content creator working in their own format within a brand brief
  • Retained squad member for future activations

Results & Evidence

MetricValue
Impressions600K
Organic Views500K+
Engagement Rate1.7%
Minimum iScore for Casting7/10 and above

Why Sociata's strategy worked

  1. 1

    Widening the eligible niche was the move that made volume possible, because a brand that fits everyday routine does not need category specialist creators.

  2. 2

    Filtering out competitor aligned creators before any quality screening avoids spending outreach effort on people who could never be used.

  3. 3

    Scoring creators against category peers rather than absolute follower counts allows a comedy account and a food account to be compared on the same basis.

  4. 4

    Tiering compensation, cash for micro creators and barter or promo for nano creators, is what kept cost flat while volume rose.

  5. 5

    Retaining overperformers in a standing squad turns a campaign spend into a reusable asset for future activations.

  6. 6

    Automating outreach and coordination while keeping humans on quality control targets the part of scale that actually breaks first.

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