Brand Campaigns & Strategy
Scroll through to see just a few highlights from my 5+ years experience in Marketing in the MENA region.
The Test Kitchen x Shangri-La's Le Tousserok Resort & Spa Mauritius
When a five star luxury resort in Mauritius partnered with one of the top chefs in Cape Town to launch a unique pop-up experience, I was tasked with announcing, promoting and covering the event. This involved a variety of elements, including a social ad campaign, large scale international competitions, and working hand-in-hand with the Mauritius Tourism Board.
Following the launch, I was then flown to Mauritius to provide content for the event on-site, including interviewing the staff and celebrity chef, giving live updates, and hosting more interactive competitions, resulting in sell-out nights.
Fiesta De Los Muertos, Dubai
In the leadup to a large scale, multi-artist concert in Dubai, the promoters wanted to create a ‘viral moment’ for their younger audiences.
Using a web of over 20 purposefully created Instagram accounts, each with custom graphics depicting the bands that would be attending, we created a “choose your own destiny” style story using tags and links that users could explore. Only those who chose the “correct” path would be able to enter a contest to win exclusive tickets, and be first to know information about the event.
With zero media spend, this campaign was picked up organically by organisations such as LovinDubai, and had over 2000 entries, resulting in a sell-out event.
Valentine's Day at Burj Al Arab
As an account manager for many years working on Burj Al Arab and The Jumeirah Group's social media accounts, we were tasked with planning, designing and executing a beautiful and ethereal Valentines aesthetic to promote the season across the month of February.
The content was shared and reposted worldwide, and is still in frequent circulation two years later.
International Women's Day
Love To Dream is a swaddle brand beloved by mothers all over the world. As part of ongoing brand communications, I have worked to create a genuine community of support for mothers around the UAE, hosting educational events, Instagram Live sessions with Baby Sleep Experts and developing content with genuine value for parents.
As part of International Women’s Day, I connected with 11 mothers in UAE and KSA who had used the product, and asked them to send in a photograph of themselves with their babies, sharing a little passage about what motherhood means to them, and the kind of world they want to see their daughters (and sons!) grow into.
These were posted across 5 days, with a specified discount code, to an extremely receptive audience. The campaign lead to a 200% increase in online orders, and a 48% increase in web visits for that month.
Le Specs Launch - MENA
I was fortunate to be part of the team that brought the incredible Australian brand Le Specs to the MENA region. Worn by Gigi and Bella Hadid, Beyonce, Anne Hathaway, Niall Horan and Nick Jonas, this brand relies heavily on unpaid celebrity endorsement.
Over the course of their six month launch, I have constructed various influencer gifting based campaigns using a solid curated database of connections to support the sales in major retailers across the entire GCC, sending over 400 pairs of glasses to profiles with followings between 5k and 4 million.
Brands I've Worked With
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