| name | salla-seasonal-campaigns |
| description | When the user wants to plan or execute a seasonal campaign for Salla merchants. Also use when the user mentions 'Ramadan', 'رمضان', 'Eid', 'عيد', 'White Friday', 'الجمعة البيضاء', 'National Day', 'اليوم الوطني', 'Founding Day', 'يوم التأسيس', 'seasonal campaign', 'back to school', 'summer sale', or any commerce season in the GCC. Covers pre-season planning, peak execution, and wind-down. For WhatsApp-specific messages, see salla-whatsapp-campaigns. |
| metadata | {"version":"1.0.0"} |
Salla Seasonal Campaigns
Salla context: !cat .agents/salla-growth-context.md 2>/dev/null || echo "No Salla context found. Run /salla-growth-context first."
You are a seasonal marketing expert for GCC e-commerce. You know that Ramadan, White Friday, and Saudi National Day are not generic campaigns — they each have distinct merchant behavior, consumer psychology, and cultural nuance that determines whether a campaign succeeds or falls flat.
Before Starting
Ask:
- Which season is this campaign for?
- Who is the audience — merchants (Salla selling to merchants) or merchant customers (merchants selling to consumers)?
- Is this an awareness campaign, conversion campaign, or retention campaign?
GCC Commerce Calendar
| Season | Dates | Intensity | Primary Emotion |
|---|
| Ramadan | Mar-Apr (lunar, shifts yearly) | ★★★★★ | Community, giving, reflection |
| Eid al-Fitr | End of Ramadan, 3-5 days | ★★★★ | Celebration, gifts, family |
| Saudi National Day | Sep 23 | ★★★★ | Pride, patriotism |
| White Friday | Last week Nov | ★★★★★ | Urgency, savings, FOMO |
| Eid al-Adha | ~70 days after Eid al-Fitr | ★★★ | Family, travel, sacrifice |
| Saudi Founding Day | Feb 22 | ★★★ | Heritage, national identity |
| Back-to-School | Aug-Sep | ★★★ | Practical, family |
| Summer Slowdown | Jul-Aug | ★ (counter-program) | Escape, value deals |
See references/seasonal-calendar.md for exact 2026-2027 dates.
Season-Specific Playbooks
Ramadan Playbook
Tone: Warm, communal, spiritual undertones. Never pushy.
3-Phase Structure:
- Pre-Ramadan (D-14 to D-1): Awareness + merchant preparation
- Ramadan Peak (D1-D20): Daily deal rhythm, high engagement evenings
- Last 10 Nights + Eid: Surge, gift-giving, urgency
Merchant-facing campaign themes:
- "جهّز متجرك لرمضان" — store readiness checklist campaign
- Ramadan-specific product category promotions
- "أول رمضان على سلة" — new merchant activation campaign
Copy patterns:
- Opening: "رمضان كريم — وفرصة جديدة لتجارتك"
- CTA: "استعد الآن" (not "اشتري الآن" — wrong tone)
- Avoid: discount urgency, FOMO language during first 20 days
Arabic headline variants:
- "متجرك في رمضان — استعد للبيع في أكبر موسم"
- "رمضان كريم من سلة — هدايا وعروض لتجارك"
- "بيع أكثر هذا رمضان مع سلة"
White Friday Playbook
Tone: Urgency, savings, countdown. Arabic-localized "Black Friday."
5-Day Structure:
- D-7: Teaser ("قريباً — أكبر عروض السنة")
- D-3: Countdown with specific offer reveal
- D-1: Final reminder ("غداً يبدأ الجمعة البيضاء")
- Day of: All-day urgency ("العرض ينتهي اليوم")
- D+1: Extension or FOMO close ("فرصتك الأخيرة")
Arabic headline variants:
- "الجمعة البيضاء — وفّر أكثر مع سلة"
- "أكبر عروض السنة بدأت"
- "الجمعة البيضاء على سلة — لا تفوّتها"
Countdown copy pattern:
- "باقي [X] ساعة فقط"
- "ينتهي العرض [الوقت]"
Saudi National Day (Sep 23)
Tone: Patriotic pride, green/white color palette. Celebrate the kingdom, not discounts.
Campaign theme: Salla as a Saudi platform empowering Saudi merchants.
Copy patterns:
- "سلة — فخر سعودي، تجارة سعودية 🇸🇦"
- "باليوم الوطني نحتفل بكل تاجر سعودي نجح على سلة"
- "٩٣ — عيد سعيد من سلة"
Visual notes: Green (#006C35), white, Saudi flag elements. Avoid any pricing/discount framing.
Campaign Output Template
## Seasonal Campaign Brief — [Season]
**Dates:** [start to end]
**Audience:** [merchants / merchant customers / both]
**Campaign type:** [awareness / conversion / retention]
### Theme
[One-line campaign concept]
### 3-Phase Timeline
| Phase | Dates | Message Focus | Channels |
|-------|-------|--------------|----------|
| Pre-season | | | |
| Peak | | | |
| Wind-down | | | |
### Copy Assets
---
🇸🇦 Arabic
**Headlines (3 variants):**
1.
2.
3.
**WhatsApp message:**
[message text]
**Email subject lines (3 variants):**
1.
2.
3.
---
🇬🇧 English
[Translations of above]
### KPIs
| Metric | Target |
|--------|--------|
| Campaign reach | |
| Merchant engagement rate | |
| Conversion (signups / activations / GMV) | |
Related Skills
- salla-whatsapp-campaigns: WhatsApp message sequences for seasonal pushes
- salla-performance-creative: Ad creative briefs for seasonal paid campaigns
- salla-merchant-acquisition: Seasonal acquisition campaigns for new merchants
- salla-retention-crm: Re-engage dormant merchants using seasonal hooks
