BOUTIQUE M MICALLEF
RAMADAN/EID CAMPAIGN
Digital Strategy Included
Social media management, content creation, storyboarding, Email marketing, Blogging, SEO
Boutique M Micallef is a luxury French boutique that recently launched a new boutique in Dubai, UAE.The regional director was struggling with the brand’s transition from a European-centric audience to the Middle Eastern culture.
INSIGHT
I was approached at the beginning of the Islamic Holy Month of Ramadan. The Gulf region sees a spike in consumer sales during Ramadan and Eid (the days after Ramadan concludes), with UAE consumers expected to spend upwards of 46% more during this time.
STRATEGY
Host a cross-platform Ramadan/Eid campaign geared at increasing M Micelle’s digital audience within the GCC.
With the goal of establishing brand affinity hosting a campaign during such a sentimental, family-oriented holiday would help to grow a more targeted audience for future campaigns.
Give followers the opportunity to win a free personalized bottle of perfume to give their loved ones for Eid, participating in the charitable nature of the season.
EXECUTION
1. Content Production
Multimedia designer, Hassam Tariq and I worked together to bring this vision to life.
Collaborating with UAE influencer Amrin Wahid aka Girly Henna, we featured her gorgeous henna art on our model, who’s hand was seen setting up a festive Eid dinner table. With Micallef’s traditional aoud and fruity scented perfume bottles positioned as beautiful centre pieces we subtly integrated the perfume into a beautiful moment.
The images along with the coupled captions furthered the message that Boutique M Micallef is a touch of modernity within a beautiful tradition, making it an excellent gift.
Along with still photography, spellbinding cinemagraphs were created with unexpected isolated movements, such a juice being poured and the subtle flicker of a candle - both iconic Ramadan symbols, again, with Micallef bottles positioned nearby.
2. Email Marketing
3 emails were sent leading up to the Eid holiday
Brief teaser to our blog post featuring top Eid gift ideas and Eid gift trends for 2017, linking back to specific products for purchase on the website
Eid decorations trends, inspiration from our latest shoot and a reminder to enter our contest for a free bottle.
A special Eid message from the cofounders + official announcement of the contest winners
3. Digital Advertising
Ads targeted at high net worth individuals who enjoy luxury shopping and would be able to afford shopping at luxury boutiques.
Gender focused ads, letting women/men know that Micallef perfumes are the perfect for loved ones this Eid
Targeted at younger, high net worth individuals (25 - 35) providing the opportunity to gift loved one with free personalized Micallef bottle
RESULTS
As a result of our modern-meets-traditional, cross-platform Ramadan/Eid campaign Boutique M Micallef received
Facebook
880 new Facebook likes from users located in the GCC
32% click-through-rate on ads
1,230 email collected via Facebook
Instagram
618 New followers on Instagram
28% click-through-rate on ads
267 new emails collected via Instagram
