Arrahma Uitvaart is an Islamic funeral-care and funeral-fund specialist. Their promise—mercy, transparency and proximity—speaks to Muslim families who want every step of a final farewell to be both Sharia-compliant and compassionately arranged. Although the organisation has a respected offline reputation, its name recognition among Gen-Z and young millennials was still modest when we met.
Talking about death on social media is never easy, yet that is exactly where today’s target audience spends its time.
Our joint brief was therefore two-fold:
Awareness – put “Islamic funeral planning” on the radar of 18- to 35-year-olds.
Engagement – turn viewers’ curiosity into concrete questions and website clicks.
Success metrics for the first three months were set at ±1 000 followers, 10 000 cumulative likes and a steady trickle of contact requests via the profile link.
We built a TikTok-first content funnel that feels more like friendly advice than formal service promotion.
Format mix – ultra-concise Q&A’s, price break-downs, and myth-busting “Did you know?” reels (15–30 sec).
Visual language – presenter in front of a subtle green-screen, clear captions for silent viewing, on-brand colour accents.
Narrative arc – every video ends with one actionable takeaway and a soft CTA to Arrahma.eu.
Volume & cadence – 24 videos published between February and April 2025, plus real-time replies to more than 150 viewer comments.
The numbers show that difficult topics can travel fast when told in the right format:
Follower growth – the account topped 1 600 followers in under 90 days, comfortably surpassing the 1 000-follower goal.
Engagement – cumulative likes passed 15 000, with a stand-out clip on “How to organise an Islamic funeral” earning 4 023 likes alone TikTok.
A cost-break-down video for Belgium drew 2 344 likes TikTok, while even a recent price-freeze announcement scored 855 likes TikTok.
Conversation starters – dozens of DM’s and phone calls each month now start with “I saw your TikTok…”, validating the platform as a lead-gen channel.
Beyond the metrics, Arrahma’s team reports a noticeable shift: families arrive better informed and less anxious, because the essentials were already explained—in thirty seconds—on their For You-page.
