Mokobara Influencer Marketing

The brief

Founded in 2019, Mokobara makes design-led luggage and travel essentials, and opened its first Dubai store in 2025. It brought Praxis on to build a steady, on-brand presence with UAE creators from day one.

Three things had to hold every month: content that looked like Mokobara, a product focus that rotated with each drop, and a program flexible enough to move with stock and launches.

A monthly creator engine

• Scout: monthly shortlists built around the product in focus.
• Approve: every shortlist reviewed with Mokobara for brand fit.
• Personalise: products matched to each creator, with luggage finished in their initials.
• Brief: a content hook and a reference post with every send.
• Track: batched dispatches, then posting dates, links and views logged.

The hooks did the heavy lifting: “If Apple made luggage… this would be it.” “Why am I spotting this luggage everywhere?!” “People stop me to ask where I got this from.” The same formats came back wave after wave: pack with me, 1 bag 3 looks, what’s in my everyday bag, airport travel looks and GRWM.

How the program grew

Launch, Nov to Dec 2025. 31 creators gifted in the first two months, a shift from stories to reels and carousels, and the first paid wave, including two giveaway reels with 400K+ creators.

Scale, Jan to Apr 2026. A 35-creator January wave, the largest yet. Hero luggage sets went to creators with 400K+ followers, and April added a store walkthrough reel and creator videos reused as ads.

Range, May to Aug 2026. 60 creators across four waves, moving into totes, the Transit Wave range and limited-edition colourways.

Expand, Sep to Nov 2026. The So Matcha colourway drop seeded with creators, a creator mix tilted toward Arabic and Emirati audiences, and Goose Emergency, Mokobara’s sister brand, brought into the program.

What drove reach

Luggage sets were 13% of posts but 51% of all views logged. Placed mainly with creators of 100K+ followers, they made up five of the eight most-viewed reels, led by Aaliya Lala’s Set of 3 (658K views) and Rita Kazazian’s Set of 2 (624K).

Smaller creators pulled their weight too. 67 of the 124 creators behind tracked posts were micro creators with 10K to 100K followers, and 18 of 106 reels drew more views than the creator has followers. Sobia Saleem’s Cabin Pro reel reached 573K views from a 183K following.

Aaliya Lala, 658K views · Rita Kazazian, 624K views · Sobia Saleem, 573K views

The best videos got a second life: ad rights of one week to a month let Mokobara run standout creator content as its own ads.

Beyond creators

• Store walkthrough, Apr 2026: a paid walkthrough reel with an Abu Dhabi creator.
• Ice cream truck, Jun 2026: a summer activation in Abu Dhabi.
• Knot Bakehouse, Jul 2026: ‘Soft Serve Summer’, a brand collab activation in Dubai.
• PR, from Jun 2026: media outreach running alongside the creator program.
• Partner mapping: 26 cafés and concept stores, plus 16 brands, scouted for collabs.

What made it work

Volume with a gate, with every creator approved for brand fit. Sets for reach. A brief behind every post. And recycling the winners as ads.