National Experts Program 4.0

Client: National Experts Program

The National Experts Program (NEP) is a prestigious initiative launched under the guidance of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE. It aims to cultivate top Emirati professionals and align their expertise with the UAE’s Centennial 2071 vision. Seven Media was entrusted with designing and executing an integrated communications strategy for NEP 4.0 to boost awareness and attract high-caliber applicants.

The multimedia campaign combined PR, social media, paid media, and video content, resulting in more than 1,000 applications—30% more than the previous edition. The PR efforts generated 70+ media placements across leading outlets such as Gulf News, Al Etihad, and Al Bayan, achieving a reach of 24 million and PR value of USD 500,000. On social media, the campaign garnered over 9 million impressions, 250,000+ engagements, and 4 million video views, with a follower growth rate of 41.2%. Central to this success was the use of Arabic language communications and testimonials from NEP alumni to enhance authenticity and impact. Exclusive media partnerships, targeted spokesperson profiling, and creative social media content amplified the program’s reach. The strategic approach focused on raising awareness, inspiring participation, and driving traffic to the NEP website. This resulted in attracting highly-skilled Emiratis from diverse sectors. NEP 4.0 showcased Seven Media’s ability to create powerful, results-driven campaigns, reinforcing Seven Media’s position as a leader in strategic communications and a strong contender for the PR Week Global Awards