Small businesses across the region have faced significant challenges over recent months, and when numbers at The Camel Soap Factory fell sharply with tourists leaving, founder Stevi Lomass feared that her 13-year-old business might not survive.
With a limited budget and an urgent need to generate sales, Dubai-based tactical marketing agency Plug created ‘Save Our Soap’: a community-led campaign that has helped the brand sell more than 22,500 bars of soap within three months, getting close to its target of 25,000.
Rather than relying on consumer-facing platforms such as Instagram, Plug recommended reaching people directly through a series of emailers to The Camel Soap Factory’s customer database, supported by targeted LinkedIn posts. The messaging asked people for their help, highlighting how one simple purchase could protect a homegrown business.
Plug Founder and Brand Commander, Lucy Bradley, explained: “Sometimes, marketing isn’t about growth; it’s about survival. The Camel Soap Factory had reached a point where it couldn’t afford to retain us anymore. Still, we continued to support them with the campaign because I genuinely believe in the power of community connection and personal outreach.
“The success is a powerful reminder of how much people want to support homegrown, so don’t be afraid to ask. It also shows why every business should build a strong customer database and keep in touch with their contacts. That way, you know exactly who to turn to when you need it the most.”
Stevi Lowmass, The Camel Soap Factory Founder, added: “When Lucy first shared her idea, I wasn’t convinced it could achieve what we needed. And I was nervous about making ourselves vulnerable by sharing our situation, but I decided to trust the process.
“A few months later, we have sold more than 22,500 bars of soap, kept all our staff employed, reached new customers and built a loyal domestic market. To everyone who bought a bar of soap, placed a corporate order, shared our story or cheered us on, thank you. You didn’t just buy soap. You helped keep a homegrown UAE manufacturer alive.”
