Comment SEHA a utilisé le marketing d'influence pour rendre les services gouvernementaux plus accessibles

How SEHA Used Influencer Marketing to Make Government Services More Accessible

Government communication has a different measure of success from conventional brand marketing.

A commercial campaign may introduce a product, build desire or encourage a purchase. Public-facing communication has another responsibility: information needs to reach people clearly enough for them to understand what is available, why it matters and how they can access it.

That was central to Tikit’s work with SEHA.

The objective was to enhance awareness of government services through modern communication campaigns focused on accessibility, clarity and user-focused digital experiences.

The campaign generated 5.9 million in reach, 4.1 million views and a 5.2% engagement rate, demonstrating how modern digital communication can help public services connect with audiences through the platforms and content formats they already use.

The SEHA Campaign: Making Public Communication More Accessible

The challenge for government and public-service organisations is rarely a lack of information.

It is making that information accessible.

Official services can involve processes, terminology and instructions that are familiar internally but less intuitive to the people trying to use them. Digital communication therefore has to do more than distribute announcements. It needs to reduce the distance between the institution and the user.

For SEHA, Tikit’s campaign focused on making communication clearer, more accessible and centred around the digital experience of the audience.

The campaign delivered:

5.9M Reach | 4.1M Views | 5.2% Engagement Rate

The combination is important. Reach established substantial visibility, while millions of views showed that campaign content was being consumed at scale. The 5.2% engagement rate added another dimension, indicating active audience interaction with the content.

For organisations looking to build a leading influencer presence in the UAE, the SEHA campaign illustrates that creator-led and modern digital communication can serve purposes beyond conventional product promotion.

It can also make important information easier to encounter and understand.

Why Government Communication Has Changed

Public communication once relied heavily on official websites, press releases, traditional advertising and institutional social channels.

Those channels remain important, but audience behaviour has changed.

People increasingly encounter information while moving between social platforms, short-form video, search results and creator content. They expect digital information to be concise, understandable and adapted to the platform on which they find it.

That creates a communication challenge for public organisations.

Simply transferring formal institutional language onto social media does not necessarily make it accessible. The platform may be modern while the communication still feels distant from the user.

A genuinely digital-first approach starts with the audience instead.

What does someone need to know? What could confuse them? What information matters first? And what format makes that information easiest to understand?

These questions turn communication from institutional broadcasting into a user-focused experience.

Clarity Is More Than Simplifying Language

Clear communication does not mean removing important information.

It means structuring that information around the person receiving it.

For government services, clarity can involve explaining a process in the order a user experiences it, highlighting the information needed to take the next step and avoiding unnecessary complexity in the way a service is introduced.

Digital campaigns provide an opportunity to break information into formats that are easier to consume.

Instead of expecting audiences to independently navigate long explanations, content can introduce the service, establish its relevance and direct users towards the appropriate next action.

This is especially valuable when communicating with large and diverse populations.

In the UAE, public-facing digital communication may need to reach people with different languages, cultural backgrounds, levels of familiarity with government systems and patterns of digital behaviour.

Accessibility therefore becomes part of strategy, not simply presentation.

From Institutional Messaging to User-Focused Experiences

There is an important difference between communicating what an organisation wants to say and communicating what a user needs to know.

The second approach is at the heart of user-focused digital communication.

Consider the difference between beginning with an institution's internal description of a service and beginning with the situation that causes someone to need that service.

The information may ultimately be the same, but the experience is different.

User-focused communication considers the journey from awareness to understanding and, eventually, action.

For SEHA, this principle aligned with the campaign objective of enhancing awareness while prioritising accessibility and clarity.

Rather than treating digital communication as a secondary distribution channel, the approach recognises it as part of the public's experience of the service itself.

The Role of Influencer-Led Communication in Public Awareness

Influencers are typically associated with fashion, beauty, hospitality and consumer brands.

Their role in public communication can be different.

The value is not simply endorsement. Creators understand how to communicate within the language, pace and formats of digital platforms.

When appropriately used, creator-led communication can help important information enter spaces where audiences already spend their time.

This is particularly relevant for awareness campaigns.

A government or public-service message appearing only on an official account depends largely on audiences already following or actively searching for that institution. Extending communication through relevant digital voices can broaden that exposure.

The objective is not to make public information less authoritative. It is to make the route to that information more accessible.

For campaigns of this kind, credibility, accuracy and clarity remain essential. The creator format should support the message rather than overpower it.

What SEHA's 5.2% Engagement Rate Shows

The SEHA campaign generated 5.9 million in reach and 4.1 million views, establishing substantial exposure for its digital communication.

The 5.2% engagement rate adds another important measure.

For an awareness campaign, engagement indicates that audiences did more than simply encounter the content. They interacted with it.

That matters because effective public communication is not purely a question of how many people could potentially see a message. The content also needs to be relevant and accessible enough to earn attention.

The figures do not, on their own, establish how individual users subsequently interacted with specific government services. What they do demonstrate is that Tikit’s communication campaign generated both large-scale visibility and measurable audience engagement.

That distinction is important when evaluating campaigns designed around public awareness.

Why Accessibility Matters in Digital Public Services

Digital transformation is sometimes discussed primarily in terms of technology.

For the user, however, the experience is often much simpler.

Can I find what I need?

Can I understand it?

Do I know what to do next?

A service may be technologically sophisticated, but if its communication creates unnecessary confusion, part of the digital experience has already failed.

This is why accessibility and clarity belong alongside technology in modern government communication.

Campaign content can act as an entry point. It can introduce services in familiar formats, answer immediate questions and guide audiences towards the appropriate official digital experience.

When communication is designed around users rather than organisational structures, public information becomes easier to navigate.

Modern Communication Is Part of the Service Experience

The boundary between marketing, communication and digital service experience is increasingly narrow.

For someone encountering a public service for the first time, a social post, video or creator-led explanation may be their first interaction with the organisation.

That first interaction shapes what happens next.

Clear communication can encourage further exploration. Confusing communication can create friction before a user has even reached the service itself.

SEHA's campaign objective recognised this connection by bringing together awareness, accessibility, clarity and user-focused digital experiences rather than treating them as separate goals.

It is a useful model for public-sector communication in an increasingly digital environment.

How Tikit Helped SEHA Connect With Digital Audiences

Tikit’s work with SEHA demonstrates how influencer-led and modern digital communication can be applied beyond conventional commercial campaigns.

The objective was not simply to generate visibility. It was to enhance awareness of government services through communication designed around accessibility, clarity and the user's digital experience.

The campaign delivered 5.9 million in reach, 4.1 million views and a 5.2% engagement rate.

For government organisations exploring a leading influencer strategy in the UAE, the SEHA case highlights an important principle: digital communication works best when the needs of the audience shape how information is delivered.

Public services may be complex.

The experience of discovering and understanding them does not have to be.