Objective

The objective was to improve the quality of engagement via digital channels, and reignite the conversation. Dubai Mall receives tourists and locals who frequent the mall for three reasons: entertainment, shopping and dining. While it is the largest mall and well known globally, the social media handles were stagnant on followership and engagement.

The challenge

Dubai Mall TOMA is already extremely high. Competitive marketing isn’t as important as answering -  How does one break through the clutter and drive the following strategic goals?

1. Drive Brand Awareness: Promote key partnerships and high-revenue stores via digital channels to enhance visibility and attract shoppers

2. Engage with Activations and Events: Create and promote special events to engage both tourists and locals, fostering a global community spirit

3. Maintain Mall Equity: Uphold and reflect Dubai Mall's prestigious brand image on social media, reinforcing its values and reputation in the presence of unconstrained UGC

4. Highlight Activities and Events: Increase awareness of in-mall activities and events through targeted social media campaigns, driving footfall and participation

Challenges

1. Break the Clutter by launching a huge Christmas Digital Activation in partnership with specific brands: Events and Activations for DM are a mall only phenomena, where activities are done within the mall to engage customers. These are not replicated via digital media at a similar magnitude. I worked with an agency to deliver a campaign while integrating digital and physical activations within the mall. 

2. Partner with regional influencers while promoting strategic revenue objectives:

   Ex. There is a whole section within Dubai Mall that is meant only for kids shopping and entertainment. Proposed partnering with micro influencers, to post content focussed on engagement with parents.

3. Reduce expense by leveraging quality UGC, and brand content from top brands:

   a. Instead of creating additional content at a cost, it was recommended to filter out UGC that is in line with the theme of the week. For ex. For fitness week- they could leverage fitness content posted by users, while giving the user handles visibility and not spending too much. 

   b. Similarly, brands within the mall constantly have events in their stores and post high quality content, just by combining authors on digital media results in higher viewership both for Dubai Mall and the brand. 

4. Develop an social media calendar in line with the following:

   1. In line with Dubai calendar of events

   2. Brand and Store Openings Seasonal Offers

   3. Events within the mall

   4. Entertainment Calendar for entertainment zones in the mall

5. Reduce time lag between physical events to go live on digital media:

   1. Hire 2 inhouse content creators on a rotating basis to keep content fresh and current and reduce time to go live on social handles

   2. Shorten the approval matrix and standardize content parameters for non crucial events

Outcome

I am unable to share the final execution and strategy given confidentiality clauses. This was the initial submission, prior to signing the contract.