Not just documenting the festival. Designing the moments people actually want to feel, join and share.
Open any idea to see the whole thing
Hi Ayah.
Here’s how the Kayan content could work. I designed this based on my own research and findings, so please pardon any errors. Every idea below opens into the full thing: what it is, how to run it, and exactly what to post.
- Rassim
Make Kayan content about being human, not just wellness. Design the moment first, then let the content come out of it.
What I noticed
Right now, almost every Kayan post is video from the event itself. That is polished, but it is all one note. These ideas are the diversion: things to do and react to before, during and after, which is where the engagement and reach actually come from.
The ideas
25 activations, split by when they run.
Before the festival, during, after, and easy ones you can run any week. Pick a phase, then open any card for the whole plan and exactly what to post.
Before the festival
Curiosity and buzz across the city, before anyone even buys a ticket.
What it is
Portrait hoardings along the same route say only YOU LOOK FINE. No logo, no explanation. The final boards reveal BUT HOW DO YOU FEEL? and then Kayan.
The approach
Lead with curiosity, not the brand. It plays on the gap between how people look and how they actually feel, so the meaning only lands on the last board.
Why it works
It works because it builds pure curiosity. It reads like a real street sequence rather than an ad, so people slow down and wonder what it is before the meaning lands.
How to do it
Cast real people across ages and backgrounds.
Shoot each portrait simply, direct eye contact.
Place three to five teaser boards before the reveal board.
Sample
What to post on socials
IG carousel: portrait, portrait, portrait, then the reveal.
IG Reel: a 7-second drive-by of the boards.
IG Stories: How do you actually feel today? slider and poll.
Goal Build curiosity.
Post samples
Carousel
You look fine.
The face, never the day behind it.
Reel
But how do you feel?
7-second drive-by
Story
How do you actually feel today?
slider + poll
What it is
A large interactive DELETE button and screen in a mall or pre-event pop-up. Type one thing you want less of, hit DELETE, then the screen asks what you want more of, and you ADD it.
The approach
A satisfying physical act of letting go that is instantly clear on camera. The positive replacement keeps it uplifting: delete fear, add trying.
Why it works
One action becomes an installation, a Reel, a comment prompt and a shareable result card at once. Simple to understand, flexible enough to be funny or emotional.
How to do it
Set it up in a busy public space with a one-line instruction.
Let input stay private, public display optional.
After DELETE, ask what are you adding instead, then print a share card.
Keep the tone mixed: stress, bad habits, funny annoyances, not only trauma.
What to post on socials
IG Reel: fast montage of DELETE answers.
IG carousel: 10 things Abu Dhabi wants to delete this week.
Stories: poll between two common answers.
TikTok: ask 20 strangers before they press.
Goal Comments, participation and shares.
Post samples
Reel
If you could delete one thing today...
fast montage
Carousel
10 things Abu Dhabi wants to delete
comment yours
Story
Delete overthinking / Add sleep
poll
What it is
Simple cards that say She made me smile! or He made me smile. The back has a QR, the Kayan logo and the IG details. You make a stranger smile, snap a photo of them holding the card, and upload it.
The approach
One tiny, warm action with one easy proof. No filming a whole story, just the smile and the card.
Why it works
Dead simple to join, genuinely warm, and every upload carries the Kayan logo straight into someone's feed.
How to do it
Print the cards: the smile line on the front, the QR and Kayan details on the back.
Hand them out at malls, cafes and the metro. Partner cafes can hand them out too.
Someone makes a stranger smile, takes the photo, uploads it via the QR.
Feature the best smiles daily.
Sample
What to post on socials
IG Stories: a wall of smile cards.
IG Reel: the best smiles of the week.
TikTok: hand out cards and film the reactions.
Goal UGC, shares and Kayan's logo spreading across the city.
Post samples
Photo
She made me smile!
the card and a real smile
Story
Smiles this week
a wall of cards
What it is
A short teaser campaign where an AI assistant gets overloaded with absurd demands, then: ERROR. AI IS OFFLINE. Maybe you should be too.
The approach
Use AI as the comic device, not another meditating-robot cliche. The human insight stays about overload and rest.
Why it works
Modern, funny and current. Easy to shoot as screen-led comedy plus a human reaction, and it seeds the Kayan point of view early.
How to do it
Shoot as screen-led comedy plus a human reaction.
Escalate the prompts until the system breaks.
End with the Kayan reveal.
Runs beautifully as a carousel: absurd prompts, then the error, then the human stepping outside.
What to post on socials
IG Reel: the teaser.
IG carousel: absurd prompt screenshots, then the reveal.
TikTok: We asked AI how humans should relax.
Goal Shares, humor and relevance.
Post samples
Reel
Even AI needed a break.
screen-led teaser
Carousel
ERROR: TOO MUCH
absurd prompts, then reveal
What it is
In the run-up, each day is a small idea, not 10 days to go. 10 things to leave behind, 9 things to try for the first time, 8 strangers you might meet, 7 reasons to put your phone down.
The approach
Make the countdown itself worth watching. Each day gives people something to feel or do.
Why it works
It builds anticipation without being a boring reminder, and every post earns a save or a comment.
How to do it
Plan a themed line for each day.
Pair it with a Story sticker or poll.
Keep the visual simple and consistent.
End on opening day with a human note.
What to post on socials
IG feed: one card per day.
Stories: a daily poll.
Reel: compile the countdown near launch.
Goal Anticipation, saves and comments.
Post samples
Post
10 things to leave behind
day 10
Story
Which would you try first?
poll
Reel
The countdown
near launch
What it is
A bright, recognizable booth that tours malls, offices and campuses before the event. One prompt: tell us one good thing that happened to you recently.
The approach
A positive human-story engine. Answers run from tiny wins to major news, and the weekly compilation becomes a series.
Why it works
Warm, surprising, human content people actually want to watch, and it seeds Kayan across the city before opening day.
How to do it
Make the booth visually recognizable so it can travel.
Allow 10 to 20 second answers.
Give each person a clip they can keep.
Turn the week into a compilation.
What to post on socials
IG Reel: 5 people, 5 good things.
Stories: sticker asking followers for their good news.
TikTok: one person per video, plus a weekly compilation.
Goal Comments, positive shares and recurring-series value.
Post samples
Reel
Tell us something good.
5 people / 5 good things
Story
What made your week better?
question sticker
During the festival
Turn the people who are there into the people making the content.
What it is
Simple QR points around the festival. Scan, upload one photo or clip, and the best ones show up on the live screens and on Kayan social. That is the whole thing.
The approach
Make the crowd the camera crew, with the least friction possible. One scan, one upload.
Why it works
It fills the feed and the screens with real moments the official team could never capture, and people love seeing themselves up there.
How to do it
Put QR codes at entrances, zones and stages.
One tap, no account needed.
Upload a photo or a short clip.
Moderate, then show the best on the big screen and on social.
What to post on socials
IG Stories: continuous attendee reshare.
IG Reel: Kayan through your eyes.
Carousel: 20 attendee photos, minimal caption.
Goal UGC volume and belonging.
Post samples
Story
Add yours to the Kayan Roll
continuous reshare
Reel
Kayan through your eyes
attendee footage
What it is
A live map of the venue, like Snapchat's map. People tag how a place made them feel, so you can see which area or stall made people feel joy, calm or wonder, with live photos streaming in from those exact spots.
The approach
Turn feelings into a place you can actually look at, tied to real locations and real images.
Why it works
It is visual, a little addictive and completely ownable, and it quietly tells people where the good stuff is happening right now.
How to do it
Map the venue zones and stalls.
Let each upload carry a feeling tag and a location.
Show it as a live map with a colour per feeling.
Stream real photos from each hotspot as they come in.
What to post on socials
IG Story: the live map moving.
IG Reel: the map at its peak.
Carousel: today's happiest spots.
Goal Comments, discovery and time spent watching.
Post samples
Story
Where is Kayan happiest right now?
live map
Reel
The map at its peak
end of day
What it is
Two strangers sit back to back in a quiet, well-lit space. No names, jobs or handles. One prompt appears, they each answer, and at the end they choose whether to turn around.
The approach
Human connection with no identity performance. One good question changes the whole conversation. Keep prompts mixed: joy, pride and hope, not only grief.
Why it works
It gives Kayan a recognizable editorial format that works far beyond festival dates, and real depth without exposing anyone.
How to do it
Recruit through a sign-up or a spontaneous queue.
One prompt per episode, kept short to protect the intimacy.
Ask both people before filming whether the clip can be public.
Finish on the decision: turn around, or walk away.
What to post on socials
IG Reel: a 30 to 60 second emotional cut.
IG carousel: a still portrait plus one line from each.
Stories: vote on the next prompt.
TikTok: the full version as a series.
Goal Shares, saves and emotional depth.
Post samples
Reel
They met 6 minutes ago.
30-60 sec cut
Story
Vote the next question
poll
TikTok
NO NAMES Ep. 01
natural pauses
What it is
Two strangers stand opposite each other. Tell them the first good thing you notice, then switch.
The approach
Simple, warm and awkward, which is exactly why it is watchable.
Why it works
The awkwardness turns into real laughter and warmth, and it is easy to repeat.
How to do it
Run it as a 2-minute station.
Keep the camera close to catch the laugh.
Offer a compliment received card.
Occasionally pair friends, couples or a parent and child.
What to post on socials
IG Reel: 15 to 25 seconds.
Stories: what compliment do you remember years later?
TikTok: a longer raw exchange, and a street edition.
Goal Shares, comments and joy.
Post samples
Reel
Two strangers. One good thing.
15-25 sec
Story
What compliment do you still remember?
question box
What it is
A small stage or marked circle with one rule: for 60 seconds, do whatever makes you happy. Music optional.
The approach
A visually expressive activity that makes happiness look different for every person, no wellness pose required.
Why it works
Highly visual, repeatable and easy to understand without sound.
How to do it
Set up clean lighting and a simple timer.
Give no choreography.
Offer random music genres or silence.
Film solo, pairs and groups; end each clip with: that was my joy.
What to post on socials
IG Reel: 3 people intercut.
Carousel: still frames titled Joy looked like...
TikTok: 20 people, 20 versions of joy.
Goal Shares, positive UGC and a visual identity.
Post samples
Reel
You have 60 seconds.
3 people intercut
TikTok
20 people, 20 versions of joy
full takes
What it is
A giant button in a Kayan zone. Press it and a random 20-second song plays. Dance until it stops.
The approach
Movement without ever calling it a workout.
Why it works
Spontaneous, fun and made for challenges and duets.
How to do it
Place it where people naturally gather.
Use a visible countdown.
Randomize the music by decade or culture.
Give instant replay via QR and let groups challenge each other.
What to post on socials
IG Reels: best dances.
Stories: vote on song categories.
TikTok: full attempts, plus a challenge hashtag.
Goal Participation, UGC and joy.
Post samples
Reel
You don't choose the song.
best dances
TikTok
20 seconds. No excuses.
full attempts
After, all year
Keep the relationship alive between editions, so people return.
What it is
After the event, the best Kayan Roll uploads become one crowd-made film, alongside the final emotion map of how the whole festival felt.
The approach
The festival told entirely through the eyes of the people who were there.
Why it works
It is proof, emotion and reach in one, and it credits the audience as the makers.
How to do it
Curate the strongest uploads with consent.
Cut to the festival's own soundtrack.
Reveal the final emotion map.
Credit the contributors.
What to post on socials
IG Reel: the film.
Carousel: the final emotion map.
Stories: thank the contributors.
Goal Shares, belonging and post-event reach.
Post samples
Reel
Kayan through your eyes
the crowd-made film
Carousel
How Kayan felt
final emotion map
What it is
After the event, short throwback reels built only from attendee photos and videos, never the crew's footage. Little moments people forgot they even filmed.
The approach
Nostalgia from the inside. The audience's own clips become the recap.
Why it works
It feels real and personal, keeps the festival alive for weeks, and gives people a reason to check whether their clip made it.
How to do it
Pull the best attendee uploads, with consent.
Cut short throwback reels around one feeling or one moment.
Tag the contributors.
Post them on a steady drip in the weeks after.
What to post on socials
IG Reel: throwback to Kayan.
Stories: did we catch you?
TikTok: attendee clips only, no crew footage.
Goal Shares, nostalgia and post-event reach.
Post samples
Reel
Throwback to Kayan
attendee clips only
Story
Did we catch you?
tag yourself
What it is
The prompt: who made your life better without realizing it? People record a short message and choose whether to send it, keep it or allow anonymous posting. It runs as a post-event series.
The approach
Specific and real. One person, one thing they did, not a generic thank-you.
Why it works
Emotionally deep, endlessly repeatable and easy to theme: teachers, parents, friends, colleagues.
How to do it
Use a recording wall or a roaming interviewer.
Prompt for specificity: one person, one thing.
Offer instant send via QR or email.
Create themed episodes and recipient reactions.
What to post on socials
IG Reel: one full story.
Carousel: anonymized thank-you notes.
Stories: a send-a-thank-you challenge.
TikTok: a recipient reaction follow-up.
Goal Shares, emotional depth and repeatability.
Post samples
Reel
Who deserves a thank-you they never got?
one full story
Story
Say it while you still can.
challenge
What it is
A beautiful phone installation and a post-event series. The prompt: call someone you have not spoken to in too long. The call stays private unless they agree.
The approach
Connection content built around one action people keep postponing.
Why it works
The conversation is private, the feeling is not. Real, quiet and human, and it keeps the emotional thread going after the festival.
How to do it
Use the person's own phone or a privacy-safe setup.
Film only before and after by default.
Ask one post-call question: how do you feel now?
Give a card: do not wait this long next time.
What to post on socials
IG Reel: before and after.
Stories: who do you owe a call? question sticker.
TikTok: a silent reaction edit after the call.
Goal Shares, saves and real connection.
Post samples
Reel
Who have you been meaning to call?
before / after
Story
Who do you owe a call?
question sticker
What it is
The prompt: who do you wish you could say something to? People record a private voice note and decide whether to send it, keep it, or allow anonymous use. A reflective post-event series.
The approach
A reflective format about words people need to say, without forcing anyone to send anything. Keep it broad, not only grief.
Why it works
Quietly powerful and very saveable, as long as consent and emotional safety come first.
How to do it
Use a quiet booth with headphones.
Allow broad prompts: to my younger self, to future me.
Use anonymized audio over hands or portraits if approved.
Offer a private download.
What to post on socials
IG Reel: anonymous audio plus a portrait.
Carousel: written excerpts.
TikTok: voice-led cinematic cuts.
Goal Saves, shares and reflection. Handle with care.
Post samples
Reel
A message you never sent.
anonymous audio + portrait
Carousel
You just have to say it.
written excerpts
What it is
A Kayan Close Friends list people opt into. They get early drops, secret challenges, discount codes, hidden activations and votes that actually change Kayan.
The approach
Reward the most engaged followers with real access, not just more posts.
Why it works
It deepens loyalty and keeps the relationship warm between editions.
How to do it
Let people opt in via a Story.
Give real perks, not filler.
Let their votes change something real.
Keep it exclusive.
What to post on socials
IG Stories: the opt-in.
Close Friends-only prompts and drops.
Occasional public teaser of what insiders got.
Goal Loyalty, retention and advocacy.
Post samples
Story
Join Kayan Close Friends
opt-in
Story
Insiders decide this
vote
Easy, anytime
Small, cheap activations you can run any week, anywhere in the city.
What it is
A simple pop-up in a metro station or busy morning spot: a mat, a live counter, and a challenge. How many can you do before your train? Beat yesterday's stranger.
The approach
Bring movement to where people already are, in the morning, with zero pressure.
Why it works
Easy to film, easy to join, and it makes wellness feel spontaneous instead of a gym.
How to do it
Set up in a high-footfall morning spot, with permission.
Keep a visible live counter or leaderboard.
Offer a tiny reward or a Kayan sticker.
Film the first-timer and the crowd cheering.
What to post on socials
IG Reel: best attempts.
Stories: could you beat this? poll.
TikTok: a street challenge with a hashtag.
Goal Participation, UGC and energy.
Post samples
Reel
How many before your train?
best attempts
Story
Could you beat this?
poll
What it is
A short, unannounced live set in a metro station or concourse. People stop, film, smile and share.
The approach
A small burst of joy in an ordinary commute, tied gently to Kayan.
Why it works
Highly shareable and warm, and it makes Kayan feel like it belongs to the city, not just a venue.
How to do it
Pick a legal, safe spot, with permission.
Keep sets short and acoustic.
Film the crowd forming and the reactions.
Add a soft Kayan sign, not a hard ad.
What to post on socials
IG Reel: the moment the crowd forms.
Stories: caught this on my way to work.
TikTok: the full song.
Goal Shares, reach and warmth.
Post samples
Reel
Caught this on the way to work
crowd forming
TikTok
Full session
one song
What it is
Simple printed cards handed out in malls, the metro and busy streets, each with one warm line: you look beautiful today, believe in yourself, this is your sign.
The approach
A tiny, genuine gift to a stranger, no catch. Inspired directly by Kayan's own Instagram reel of handing out positive messages, this turns it into a repeatable street format.
Why it works
It is disarming and very shareable, and it puts Kayan's voice into everyday moments right across the city.
How to do it
Print a set of short, warm lines.
Hand them out with a smile, no pitch.
Film the reactions, with permission.
Let people keep the card and share it.
What to post on socials
IG Reel: the reactions.
Stories: which card would you keep?
Carousel: the lines.
Goal Shares, warmth and brand voice in the city.
Post samples
Reel
We handed strangers a kind word
reactions
Carousel
You look beautiful today
the lines
What it is
A simple contest in a mall, park or campus: a plank hold, a skip count, a balance challenge. Two minutes, small prizes, big laughs.
The approach
Make fitness playful and social, not intimidating.
Why it works
Easy to run and join, and it produces natural competitive, funny content.
How to do it
Pick one simple, safe challenge.
Keep a visible timer or leaderboard.
Offer small prizes or Kayan perks.
Film the winners and the near-misses.
What to post on socials
IG Reel: top attempts.
Stories: beat the record.
TikTok: a challenge.
Goal Participation, UGC and fun.
Post samples
Reel
Beat the record
top attempts
Story
Hold a plank for 2 minutes?
poll
What it is
One person, a simple sign: free compliments. They give passersby a real, specific compliment. Watch what happens.
The approach
A small, honest human moment in a busy place.
Why it works
The reactions are pure gold, and it costs almost nothing to run.
How to do it
Set up in a busy spot with a clear sign.
Keep compliments specific and genuine.
Film the double-takes and smiles, with permission.
Rotate the person so it stays fresh.
What to post on socials
IG Reel: best reactions.
Stories: what compliment do you still remember?
TikTok: a street edition.
Goal Shares and joy.
Post samples
Reel
Free compliments
best reactions
Story
A compliment you still remember?
question box
What it is
An easy sunrise stretch or walk on the Corniche or in a park. No membership, no pressure, just show up.
The approach
Make wellness a small habit people can actually keep, and a gentle recurring community moment.
Why it works
It builds a regular, real-world community around Kayan between events.
How to do it
Pick a nice spot and a fixed early time.
Keep it short and beginner-friendly.
Film the light, the calm, the people.
Repeat weekly so people recognise it.
What to post on socials
IG Stories: the morning invite.
Reel: the calm of it.
A recurring Sunrise Club series.
Goal Community and repeat behaviour.
Post samples
Reel
Sunrise Club
the calm of it
Story
See you at sunrise?
invite
What it is
A roaming host asks: show us something on your phone that makes you happy. They pick a photo, video, meme, pet, person or memory.
The approach
A fast street format built around the most personal thing already in someone's pocket.
Why it works
Instant, personal and easy, with a genuine smile every time.
How to do it
A roaming host can do this anywhere.
Film the phone only with permission.
Ask one follow-up: why this one?
Keep it 10 to 20 seconds.
What to post on socials
IG Reel: 5 quick reveals.
Stories: followers submit screenshots.
TikTok: a stitch prompt, show us yours.
Goal Comments, duets and UGC.
Post samples
Reel
The happiest thing in your camera roll
5 quick reveals
TikTok
Show us yours.
stitch prompt
The always-on layer
So people interact with Kayan even when they are not at Kayan.
Every idea above also lives on the feed. The account runs as five pillars, with a few weekly franchises people start to recognise.
Human
Real faces, emotions and honest stories.
Play
Polls, challenges, memes and interactive posts.
Participate
UGC, templates, QR uploads and community prompts.
Experience
Kayan told through moments, not generic recap.
Continue
Content that keeps the relationship alive after the event.
The whole idea in one line
Don’t ask people what they thought. Give them something to feel.
Not a list of reels. A way to design the moments, behaviours and systems that make content worth making, built for Kayan.
RASSIM × LINKVIVA × KAYANContent & creative, together
