Strategic Playbook · 20 Influencers

Ammin Global
Strategic Playbook

Positioning, 90-day action plan, campaign architecture, and the 20 shortlisted Lebanese and diaspora influencers — matched precisely to Ammin's insurance product lines.

ForAmmin Global s.a.l.
Prepared byWebspot S.A.L.
DateApril 7, 2026
Companion toMarket Research Report
01 · Positioning

The core insight

Ammin holds the best regulatory hand in Lebanese insurance and the worst consumer marketing hand — at the same time. The existing operational machinery (17 carrier partnerships, ICC broker license, ACAIR's 28-year heritage, Cyprus holding, working app) is already built. What is missing is awareness, association, and social proof. The fix is not technological, capital-intensive, or complicated. It's brand activation through trusted voices.

Ammin — Lebanon's insurance, now in one app,
backed by the people who run Lebanon's insurance.

Brand Pillars

Authority

Run by the President of LIBS + FMBA. 28 years of ACAIR heritage. #1 brokerage 3 years running.

Clarity

Real quotes, real coverage, in 60 seconds. Decipher policy terms. No broker gatekeeping.

Choice

17 Lebanese insurers, one decision. User-selectable broker from a licensed network.

Service

Claims filed in-app, answered by humans. Human support from ACAIR's bench.

Local depth

Motor Political Violence cover, Heavy Trucks, ILA Africa. Only Ammin ships these.

02 · Target Segments (Ranked by Acquisition Priority)

Where Ammin should spend first

#SegmentLebanon SizeStarting ProductWhy Prioritize
1Motor buyers (private car owners)1.5M+ vehiclesMotor TPL + All RiskMandatory market, high search intent, virality
2Lebanese expats in West Africa~250K+ILA Health + EvacuationZero direct competition — uncopyable moat
3Working professionals 25-50500K-700KMedical + LifeNSSF collapse forces private purchase
4Lebanese families with young children300K+Family Medical + PALife-event triggered + trust need
5Lebanese SMEs 5-50 employees~30K businessesGroup health + commercialBayzat model — underserved digitally
6Outbound travelers~2M/yearOutbound TravelMoment-of-need purchase
7Inbound tourists (diaspora)~1.5M/yearInbound TravelLow-cost acquisition, brand-building

The 20 Influencers

3 halo · 9 product-line anchors · 5 niche/micro specialists · 3 B2B / LinkedIn voices. All verified, tiered, and priced for a bootstrapped Ammin. Start mid, scale up.

Tier A — Halo / Whole-Brand

Used selectively for awareness campaigns, not always-on. High reach, high cost. 3 names.

01

Karen Wazen Bakhazi

@karenwazen
Tier A · Mega
Instagram: ~8MBase: Dubai (Beirut-born)Niche: Fashion, eyewear founder, lifestyle
Social Presence AssessmentHigh production value, consistently on-brand, low controversy history, global reach, trusted by Western luxury houses (Dior Beauty, Cartier, Breitling, Roberto Cavalli fragrance ambassador, Guerlain). BoF 500 honoree. Audience 60%+ female, GCC + Lebanese diaspora, HNWI-adjacent.
Why She Fits AmminKaren is the face of successful Lebanese diaspora — the exact segment buying ILA, expat, travel, and property insurance from abroad. She embodies "I made it out; I still protect my people back home." Her halo can legitimize Ammin as "the Lebanese brand the successful diaspora trusts."
Whole Brand + ILA Africa + Expat + Travel
02

Adel Karam

@adelkaramofficialinsta
Tier A · Mid-Mega
Instagram: ~1MBase: BeirutNiche: Comedian · Netflix "Live from Beirut"
Social Presence AssessmentThe most broadly-liked Lebanese comedian of his generation. Netflix original stand-up (first Arab Netflix special). Actor in Oscar-nominated "The Insult." Strong per-capita Lebanese penetration; his comedy DNA travels directly into "simplify insurance" creative.
Why He Fits AmminInsurance needs humor to break the "boring grudge purchase" wall, and Adel can deliver scripted comedy that simplifies the app's benefits without feeling like an ad. His Oscar-adjacent gravitas adds credibility. Non-polarizing, family-friendly.
Whole Brand + Motor + "Simplify Insurance" Creative Platform
03

Hicham Haddad

Lahon w Bass on LBCI · @lahonwbassofficial
Tier A · TV Mass
Facebook: 1M+ page likesLBCI Tuesdays 21:40 · one of the highest TV ratings in Lebanon
Social Presence AssessmentLinear TV household reach dominates where it matters most — 35-65 Lebanese families watching LBCI. His social follower count understates actual influence because weekly TV is where Lebanese purchase decisions are informed.
Why He Fits AmminReaches the 35-65 family decision-makers who own cars, have children, and watch LBCI. A 90-second sketch on Lahon w Bass about "the insurance broker my grandfather knew" → "the Ammin app I can use from my couch" generates more qualified Ammin traffic than any IG Reel campaign.
Whole Brand + Motor + Health + 35+ Demographic Trust

Tier B — Product-Line Anchors

Always-on category ownership. These are the workhorses of the campaign. 9 names.

04

MCR / Ghady Rahi

@mastercarsreviewlb
Tier B · Category Leader
Instagram: ~782KYouTube channel (multi-year archive)Niche: Car reviews, test drives
Social Presence AssessmentThe clear #1 in Lebanese automotive content per HypeAuditor. Audience 80%+ male, 25-50, car-owning — literally Ammin's motor insurance segment.
Why He Fits AmminNative fit. Ghady reviews cars weekly; every review naturally invites the question "what insurance does this car need?" Motor is Ammin's flagship line and Ghady is the category's authority voice.
Motor — All Sub-Lines (TPL, All Risk, 50/50 Split, Total Loss)
05

Fahed Abu Salah

@fahedabusalah
Tier B · Mid
Instagram: ~715KNiche: Cars + motorcycles + lifestyle
Social Presence AssessmentStrong. His co-coverage of 2- and 3-wheeled vehicles makes him uniquely valuable for Ammin's motorcycle TPL product — a line most aggregators don't even stock.
Why He Fits AmminAmmin is one of very few Lebanese apps selling 2/3-wheel Compulsory TPL Bodily Injury + Material Damage as a distinct product line. Fahed's motorcycle audience is the exact buyer. The cleanest product-creator match on the list.
Motor — 2/3-Wheel Sub-Products
06

Narimane El Labbane

@narimanelabbane
Tier B · Mid
Instagram: ~685KNiche: Female-led automotive content
Social Presence AssessmentStrong and strategically unique. Female automotive creators are rare globally and extremely rare in MENA. Narimane owns the "women who drive" conversation in Lebanon.
Why She Fits AmminWomen are ~30% of Lebanese private vehicle owners but are grossly underserved by male-coded motor insurance marketing. Her audience skews 50/50 male-female (unusual for auto content), multiplying Ammin's addressable motor audience.
Motor — Female Car-Owner Segment + Whole-Brand Female Appeal
07

Baby Care Clinic

@babycareclinic · Pediatrician
Tier B · Authority
Instagram: ~1.5MNiche: Pediatric advice, parenting education
Social Presence AssessmentVery strong. Pediatrician-run accounts command exceptional trust in MENA — parents check this account before making medical decisions. 1.5M followers with daily-use utility behavior = high-quality audience.
Why This Account Fits AmminA health-authority voice with a captive parent audience — the demographic most motivated by the NSSF collapse to buy private family health insurance. A pediatrician saying "protect your children's health coverage" carries 10× the conviction of a celebrity.
Medical Insurance (Family Plans) + Personal Accident + Life
08

Anthony Rahayel · NoGarlicNoOnions

@nogarlicnoonions
Tier B · Cross-Platform
Instagram: 538KTikTok: 500KFacebook: 180KAlso: Practicing dental surgeon
Social Presence AssessmentVery strong. Non-polarizing nationally-loved figure. Won "World Best Food Account 2020" Cannes. Founder of Souk el Akel street food market. His dentist credentials make him a rare hybrid: food/travel fun + health authority.
Why He Fits AmminTwo-product fit. Travel — his entire content feed is travel storytelling; every video naturally invites "did you travel insured?" Health — as a practicing dentist, he has authority to talk about medical coverage and out-of-pocket costs. Plus he's the closest thing to a universally-trusted Lebanese voice.
Travel (Primary) + Medical Insurance (Secondary) + Whole-Brand Goodwill
09

Miled & Melissa Rahal

@the.rahal
Tier B · Mid
Instagram: ~1.3MEngagement: ~2.4% (31.7K avg)Niche: Family/couple vlogs
Social Presence AssessmentVery strong. Their "real family" authenticity is their moat. Lebanese family content with reliable engagement.
Why They Fit AmminLife and Family Medical Insurance are sold on the "protect what matters" message, which is dead in the mouth of a celebrity but alive in the mouth of a real couple whose kids are in the same frame. The Rahals can deliver "we just signed up for family health via Ammin" that feels genuinely domestic.
Life (Mada الحياة) + Family Medical + Personal Accident
10

Lebanese Weddings

@lebaneseweddings
Tier B · Aggregator
Instagram: ~3.4MReach: Lebanon + MENANiche: Wedding inspiration, bridal content
Social Presence AssessmentVery strong regional reach. Audience 25-40 women, HNWI-adjacent — the cohort just married, buying first cars, first policies, thinking about life insurance for a new spouse.
Why This Account Fits AmminWeddings are the single biggest "first-time insurance purchase" life-trigger — newlyweds buy/renew motor, start thinking about life, set up family health plans. Sponsored content here catches couples at the exact moment of maximum purchase intent.
Life Insurance + Family Medical + Motor (Newlywed Dual-Car)
11

Live Love Beirut

@livelovebeirut · #LiveLoveLebanon
Tier B · Mid
Instagram: ~1.1MNiche: Lebanon travel + photography
Social Presence AssessmentStrong. The most recognizable Lebanon tourism account on Instagram. Audience split between domestic travelers and inbound diaspora/tourists.
Why This Account Fits AmminAmmin is one of the few apps selling both Inbound and Outbound Travel Insurance. Live Love Beirut reaches both sides — Lebanese planning outbound trips AND the inbound tourists/diaspora who visit Lebanon and also need Lebanese motor/property insurance for their Beirut apartments.
Travel (Inbound + Outbound) + Secondary ILA + Property for Diaspora
12

Reine Khoury

@khoury.reine
Tier B · High Engagement
Instagram: ~709KEngagement: ~4.4% (31.3K avg)Niche: Elevated everyday, family, home
Social Presence AssessmentStrong. Her 4.4% engagement rate is notably above global average. 709K in Lebanon is meaningful household penetration.
Why She Fits AmminReine's "elevated everyday" tone is perfect for Ammin's "protect what matters" message without being preachy. She reaches the female family decision-maker audience — the person in most Lebanese households who actually buys insurance for the family.
Family Medical + Home/Property (When Launched) + Personal Accident

Tier C — Niche Micro, High Engagement

Cost-efficient product specialists. Lebanese micro creators achieve 5-8% engagement vs global 1.7%. 5 names.

13

Rana Hayek

@rana_hayek_ · Female car mechanic
Tier C · Brand-Defining Micro
Instagram: ~164KNiche: Cars, diagnostics, maintenance education
Social Presence AssessmentStrong and brand-defining. Female automotive creators are vanishingly rare globally and in MENA. Rana is the single most brand-defining micro-creator on this list: a woman teaching other women (and men) how cars work is a category-owning narrative.
Why She Fits AmminRana's audience is (a) women drivers who want to understand their cars and (b) men who respect competence. Both cohorts are undersold motor insurance because it's marketed in male-coded language. Rana teaching "what your insurance should actually cover if you get hit" is the exact content that converts on trust.
Motor — Education + Trust-Building for Female + First-Time Buyers
14

Patrick Abou Sleiman

@patrickabousleiman · Fitness coach
Tier C · Niche
Instagram: ~420KNiche: Fitness coaching, body transformations
Social Presence AssessmentStrong in his niche. Fitness audiences convert particularly well on health insurance messaging because they're already health-conscious and price-sensitive about medical costs.
Why He Fits AmminFitness culture overlaps heavily with private health insurance purchase intent. Patrick's audience is the exact "working professional 25-40 who exercises and has rejected NSSF" cohort. Content angle: "I trained for a year — here's what my health insurance actually covers when I got hurt."
Medical Insurance + Personal Accident
15

Tony Khalife

@tonykhalifeofficial · Journalist, TV host
Tier C · Credibility
Instagram: ~308KAlso: Sawt Beirut International radio + TVNiche: News, politics, current affairs
Social Presence AssessmentStrong credibility. Journalism voices carry disproportionate weight on serious products: life insurance, business insurance, property insurance. His 308K is smaller but politically influential and age-skewed older (40+) — the right demographic for high-value coverage.
Why He Fits AmminNews presenters are the traditional trust proxies for high-stakes financial decisions in MENA. Tony can credibly cover "how the insurance sector survived Lebanon's crisis" as a feature — with Ammin as a case study — without it feeling like an ad. Closer to PR than pure influencer marketing.
Property + Business/SME + Life + Credibility Halo
16

Annabella Hilal

@annabellahilal · TV presenter, PhD in Law
Tier C · Authority Hybrid
Instagram: ~7MTV: MBC1 + MTV LebanonNiche: Lifestyle, fashion, news + legal credentials
Social Presence AssessmentVery strong. 7M is substantial and TV presence extends reach far beyond social. Her PhD in Law gives her unique positioning to credibly talk about insurance policy terms — literally Ammin's "decipher policy terms" feature.
Why She Fits AmminThe combination of TV reach, legal credentials, and female family-decision-maker audience makes her a singular fit. She can host a sponsored TV segment on "how to read your insurance policy" with Ammin as the educational partner. Her law PhD credibilizes the content in a way no other influencer on this list can.
Whole Brand Authority + Medical + Life + "Decipher Policy Terms" Feature
17

Ragheb Alama

@raghebalama · Singer, X Factor Arabia Judge
Tier C · Senior Demographic
Instagram: ~5MPan-Arab reachNiche: Arabic pop, family values, mass Arab audience
Social Presence AssessmentStrong. Pan-Arab reach, trusted family figure, 40-65 demographic skew — the cohort that purchases life insurance and has the disposable income for it.
Why He Fits AmminLife insurance in Lebanon is a trust purchase made by older heads of household. Ragheb is the most universally respected Lebanese singer of his generation with a family-man public persona. His endorsement of Mada الحياة (Ammin's life partner) would land with Arabic-speaking 50+ men far better than any fashion influencer.
Life Insurance (Mada الحياة) + Whole Brand 45+ Demographic + Expat

Tier D — Business / B2B / LinkedIn

For SME, commercial, and B2B product lines. LinkedIn-first, not Instagram. 3 names.

18

Fadi Ghandour

LinkedIn · Wamda Capital · Aramex founder
Tier D · MENA Legend
LinkedIn: ~500K+Favikon #1 LinkedIn Influencer Lebanon 2025Niche: VC, MENA startup ecosystem, entrepreneurship
Social Presence AssessmentThe single most influential business voice in the MENA startup ecosystem. When Fadi Ghandour endorses a company, venture capital pays attention, SME founders pay attention, and MENA media runs the story. Aramex founder + Wamda Capital managing partner.
Why He Fits AmminAmmin's SME and Business Insurance narrative needs B2B credibility it cannot self-generate. Fadi's voice is the single highest-leverage B2B endorsement in the Arabic-speaking world. A co-authored LinkedIn article "Why Lebanon's SMEs Have Been Uninsurable — Until Now" by Fadi Ghandour and Elie Hanna would be an earned-media moment worth more than any paid campaign.
SME / Business Insurance + Whole-Brand MENA B2B Credibility
19

Ricardo Karam

LinkedIn #2 Lebanon · TV Host · Writer
Tier D · Profiler
LinkedIn: ~300K+TV production company, regional reachNiche: Arab excellence, leadership profiles
Social Presence AssessmentStrong credibility in the C-suite/leadership niche. His audience is decision-makers who approve insurance programs for their companies.
Why He Fits AmminRicardo can produce a long-form video profile of Elie Hanna — "The Broker Who Digitized Lebanese Insurance" — that serves triple duty: (1) Ammin's flagship brand video, (2) earned media via Ricardo's distribution, (3) a B2B leave-behind for SME sales meetings. This is brand equity at the highest level.
Elie Hanna Founder Story + Whole-Brand Authority + B2B Credibility
20

Elie Habib

LinkedIn · Co-founder of Anghami
Tier D · Tech Credibility
LinkedIn: ~150K+Favikon Top 20 Lebanon 2025Niche: Lebanese tech, diaspora entrepreneurship
Social Presence AssessmentStrong in Lebanese tech and diaspora circles. His endorsement matters to the exact audience that opens a Nuxt-based insurance app and thinks "wait, this is well-built, who made this?"
Why He Fits AmminAnghami is the most successful Lebanese consumer tech company. Elie Habib's endorsement tells tech-savvy Lebanese users (developers, engineers, early adopters) that Ammin is credible and well-built. As a Dubai-based Lebanese founder, he also embodies the diaspora audience Ammin needs for ILA and Expat Insurance.
Tech Early Adopters + ILA / Expat Diaspora + SME + "Well-Built" Credibility
04 · Product-Line → Influencer Quick Reference

Who covers what

Product LinePrimary AmbassadorsSecondary / Cross-Sell
Whole BrandAdel Karam, Hicham Haddad, Karen WazenAnnabella Hilal, Ricardo Karam
Motor (TPL + All-Risk)MCR / Ghady Rahi, Narimane El LabbaneAdel Karam, Hicham Haddad
Motor 2/3-WheelFahed Abu SalahMCR / Ghady Rahi
Motor (Female)Rana Hayek, Narimane El LabbaneReine Khoury
Medical (Family)Baby Care Clinic, Miled & Melissa RahalReine Khoury, Patrick Abou Sleiman
Medical (Adult fitness)Patrick Abou SleimanAnthony Rahayel
Life (Mada الحياة)Ragheb Alama, Miled & MelissaLebanese Weddings, Annabella Hilal
Travel (Outbound)Anthony Rahayel, Live Love BeirutKaren Wazen
Travel (Inbound)Live Love BeirutKaren Wazen
Personal AccidentBaby Care Clinic, Patrick Abou SleimanMiled & Melissa
ILA — Lebanese in AfricaKaren Wazen, Elie HabibRagheb Alama
Expat InsuranceKaren Wazen, Elie HabibRagheb Alama
Business / SME (when shipped)Fadi Ghandour, Ricardo Karam, Elie HabibTony Khalife
Property / Home (when shipped)Reine Khoury, Tony KhalifeMiled & Melissa
05 · 90-Day Action Plan

What to ship and when

Week 1

Foundation

  • Rebuild Ammin social profiles (FB, LinkedIn Company Page, TikTok, YouTube, X)
  • Hire/contract Social Media Manager
  • Draft creative brief templates
  • Build UTM tracking scheme
  • Landing page per product line

Week 2-3

Signal the market

  • Elie Hanna op-ed in Wamda / MENAbytes
  • LinkedIn Company Page launch manifesto
  • First Lahon w Bass segment (via LIBS relationships)

Week 4-6

First influencer wave

  • Contract MCR / Ghady Rahi (Motor)
  • Contract Baby Care Clinic (Health)
  • Contract Anthony Rahayel (Travel)
  • Contract Rana Hayek (Motor micro)
  • ICC legal review on all scripts

Week 7-9

Expand category coverage

  • Contract Tier B creators (Fahed, Narimane, Rahals, Weddings, Live Love Beirut, Reine, Patrick)
  • First UTM-measured campaign live
  • Weekly data review cadence

Week 10-12

Halo layer + B2B

  • Adel Karam ambassador deal signed
  • Ricardo Karam profile video in production
  • Fadi Ghandour × Elie Hanna LinkedIn article
  • First quarter review for Elie Hanna

Month 4-6

Amplification

  • Lebanese Weddings sponsored campaign (wedding season)
  • Tony Khalife feature
  • Ragheb Alama life-insurance flagship
  • Double down on best-performing creators
06 · Budget Envelope

90-Day Cost: $120K · Year-One: $400-500K

Tier A Ambassadors

$30K

Adel Karam anchor deal dominates this line

Tier B Ambassadors (9)

$45K

Always-on workhorses, 3-month deals

Tier C Micro (5)

$12K

Cost-efficient high-engagement specialists

Tier D B2B / LinkedIn (3)

$15K

Fadi Ghandour, Ricardo Karam, Elie Habib

Content Production

$8K

Video, photography, editing support

Paid Amplification

$6K

Boost top-performing creator posts

Legal + Ops

$4K

Creative briefs, contracts, management

90-Day Total

$120K

All-in, fresh USD

Return-on-Investment Sanity Check

At USD 25 CAC and USD 150 average first-year commission per new policy, each new customer is net-positive by ~USD 125 in year one. 400 new policies/month in year one = USD 50K/month = USD 600K/year. A USD 400K full-year influencer program returns at minimum 1.5× ROI in year one from commissions alone, with a significantly higher LTV multiple as customers renew and cross-purchase.

07 · What Winning Looks Like

Year-1 KPIs (April 2027)

Instagram

100K+

From 270 today · 370× growth

Android Downloads

150K+

From 1,000 today

iOS Downloads

60K+

Rating 4.5+/5

Monthly Policies Sold

2,500+

55% motor · 25% health · 10% travel · 10% other

Carrier Panel

21+

Add Fidelity, MetLife, Libano-Suisse, ADIR

Brand Status

Top 3

Most-trusted Lebanese insurance brand

Ammin's regulatory moat is worth millions.
The only question is whether it gets activated.

This playbook is the activation plan.