Scaling without compromise: How Talabat Qatar built an always-on creator engine for high-quality content
Client Profile & Objectives
Talabat is one of the leading food delivery platforms in the region, with a strong presence across multiple GCC markets, including Qatar.
Operating in a highly competitive space, Talabat Qatar faced a saturated creator landscape, where most creators were already tied to competing platforms.
The objective was clear: deliver high-volume content at scale while maintaining quality and strong audience alignment, and drive Talabat Pro subscriptions.
But the challenge wasn’t just scaling creator output, but doing so without compromising content quality or audience relevance.
Instead of a traditional creator campaign, Talabat partnered with Sociata to build a system capable of delivering high-quality content at scale.
Creator Selection
Talabat’s strength is that it naturally fits into everyday life, which means creator selection wasn’t limited to one niche. Whether creators focused on food reviews, fashion, comedy, family content, or travel, Talabat could be integrated organically into their routines rather than forced into a scripted promotion.
Using our proprietary technology and direct platform integrations, we first filtered out creators who were actively working with competitors.
From there, we refined the selection based on audience composition, location, and content relevance, ensuring alignment with the campaign’s target: expats with strong reach into Qatari audiences.
Building on this, we applied our proprietary scoring system, iScore, an AI-powered performance metric that evaluates creators based on their viewership and engagement rate, benchmarked against others in their category.
As part of our standard creator selection methodology, we set a strict benchmark of 7/10 and above on iScore, ensuring a consistently high-performing roster from the start.
Content Execution & Optimization
With the core objective focused on driving Talabat Pro subscriptions while delivering high-volume content at scale, the campaign was built as an always-on, cross-platform creator program designed to create continuous relevance rather than one-time spikes.
Managing this scale manually often leads to delays, inconsistent quality, and operational inefficiencies. To overcome this, automation was integrated into key stages of the workflow, outreach, coordination, and content management, allowing us to scale efficiently while maintaining human oversight where quality mattered most.
An exchange of value model was implemented to support this structure. Micro creators were compensated, while nano creators participated through barter or promo-based incentives, creating a flexible model that enabled scale without inflating costs.
More importantly, this approach allowed us to identify high-performing nano creators, who were then integrated into the Talabat Creator Squad, forming a pool of creators to be consistently activated across future campaigns.
Creators were guided through a comprehensive brief covering brand direction, content best practices, platform guidelines, and Talabat Pro messaging. Within that structure, creators were given the flexibility to create content in their own style, whether through food reviews, comedy skits, fashion content, family moments, or daily lifestyle integrations.
This balance between structure and creative freedom ensured that content remained native and authentic while maintaining consistency across a large number of creators.
Organic content built trust through native creator storytelling, while high-performing assets were amplified through platforms’ paid ecosystem, allowing for more precise targeting and stronger conversion opportunities.
Data & Impact
The campaign generated over 500K organic views across a high volume of creator content, reflecting distributed reach across multiple creator profiles.
High-performing content was identified and amplified through paid support, extending reach while reinforcing a performance-led approach built around optimization.
More importantly, the campaign proved that scale did not come at the expense of quality. One of the client’s initial concerns was that managing a large volume of creators would lead to weaker content output, but the opposite happened: content quality remained strong, and overperforming creators were continuously identified and retained within the Talabat Creator Squad.
Audience insights also showed strong alignment with the target market, with Qatari users emerging as a leading audience segment, despite many creators not being local, validating the effectiveness of the data-led creator selection process.
This shifted the campaign from a one-time activation into an ongoing creator system built for long-term subscription growth and stronger brand relevance.
Conclusion
Talabat had the challenge of scaling high-volume content in a highly saturated market, while still finding the right creators who could reach the right audience, create authentic content, and deliver consistent performance.
Through data-led creator selection, proprietary technology, and platform integrations, we helped Talabat identify and build a reliable creator pool.
By combining automation with structured creative control, the campaign scaled efficiently without compromising quality, while overperforming creators were continuously retained within the Talabat Creator Squad for future campaigns.
What started as a content campaign evolved into a long-term creator system built for consistency, stronger brand relevance, and sustainable growth.