The Strangest Menu
With the launch of the Dr. Strange movie and its appeal to our target audience, alongside our regular pop-ups at MEFCC, I devised a fun and engaging campaign centered around this theme. Introducing our mascot, Dr. High, we created a campaign with both online and offline appeal.
We encouraged customers at our branches and online to suggest the strangest ingredients they could imagine on a burger. Inspired by their responses, we crafted these unique burgers and conducted a photoshoot based on the comments. Throughout the campaign period, our chefs developed a delicious menu featuring unconventional ingredients not typically found on burgers.
To add an element of excitement, we invited food enthusiasts to try these burgers blindfolded and guess the ingredients. This interactive experience generated significant buzz online, with the social campaign drawing a lot of attention and engagement.
This campaign not only aligned perfectly with the Dr. Strange movie launch but also captivated our audience, driving both foot traffic and social media interactions.
Red Bull x High Joint
While most launch parties are typically hosted at high-end restaurants, our brand has always been known for breaking the rules. To celebrate the opening of our third branch and generate buzz, I orchestrated the "High Brunch" event, a unique and vibrant launch party.
In collaboration with Red Bull, we introduced a limited-edition mocktail menu. This partnership was a perfect fit, given our brand's name, High Joint, and Red Bull's tagline, "Red Bull gives you wings," symbolizing an elevated experience for our guests.
We invited press, influencers, and our loyal High Joint customers to join the celebration. The event featured the iconic Red Bull DJ car, providing an energetic atmosphere for our guests to enjoy and dance the day away.
This innovative approach not only distinguished our brand from conventional launch events but also successfully captured the attention of media and influencers, creating significant buzz around our new branch.
The High Floater
As summer approached, we aimed to do something unique and engaging for our audience. To gather insights on their summer essentials, I launched an Instagram story campaign featuring polls and questions to gauge the most popular items on their minds. Through audience votes, Floating Trays emerged as the top choice.
Building on this feedback, we produced floating trays and created a fun promotional video to highlight their appeal. These trays were available for delivery with any order or for pickup from any of our High Joint branches.
This interactive and audience-driven campaign not only captured the attention of our followers but also successfully introduced a new, in-demand product that resonated with their summer needs.
Viral Quiz Nights
An idea that went viral and packed out the venue for six months straight! Inspired by the season finale of Game of Thrones, I recognized the opportunity to tap into the enthusiasm of thousands of fans in Dubai. I conceptualized and executed a Game of Thrones quiz night series that spanned five editions, culminating in the final episode.
The quiz nights were a phenomenal success, with waiting lists filled with eager participants and media vying for a table. I created a themed food and drinks menu, meticulously planned the decor, recruited the perfect quiz masters, curated playlists for the night, designed a unique cocktail menu, managed the event marketing, and oversaw all video collaterals and creative direction.
Riding on the wave of popularity, I extended the quiz nights to include other cult-favorite shows, targeting a nerdy audience and making Publique their go-to spot. Among these, the Breaking Bad, LOTR, Friends, Marvel, Harry Potter etc. In addition, I launched a Supernatural Quiz theme for the entire month of October, targeting Halloween and horror fans. The Dubai media went haywire, covering each edition extensively, and we boasted a waiting list of 400 people!
This campaign not only drove immense foot traffic to Publique but also established it as a vibrant, must-visit venue for themed quiz nights, leveraging the cultural zeitgeist to create a lasting impact.
BCH:CLB
Creative Direction, Social Media & media buying Strategy & Event Marketing
C'est Pas Francais
To launch the new breakfast and à la carte menu at Bistro Des Arts, an authentic French bistro, I conceptualized a campaign aimed at injecting humor into the brand and resonating with our predominantly French audience (75% of our customers). The campaign centered around engaging Instagram stories that depicted humorous, stereotypical French scenarios at Bistro Des Arts.
We captured various 'stereotypical' scenarios in short, engaging videos, each highlighting a humorous take on French culture. These scenarios were then posted on our Instagram feed and stories, each accompanied by a link to the new menu, inviting our audience to explore and try it out.
This approach not only entertained our audience but also effectively promoted the new menu in a relatable and memorable way.
Below are a few examples of the scenarios we shot:
The High Hunt
To celebrate the launch of our new High Joint branch in Motor City, we designed an engaging online-offline campaign called "The High Hunt."
We hid tokens around the Motor City area, providing daily clues on social media to guide participants. Our photoshoot featured items from the new High Joint branch menu, subtly indicating the token locations. Additionally, we posted maps on our Instagram stories, allowing followers to trace the routes and search for the tokens.
This campaign proved to be highly engaging, resulting in an 85% increase in Instagram engagement during the campaign period. Participants who found the tokens were instructed to DM us a photo of themselves with the tokens. In return, they received an exclusive invitation to the launch event, where they could sample the entire menu on us.
To further enhance the campaign, we also sent out exclusive invites to VIP customers, loyal patrons, and key food bloggers, inviting them to experience the new menu at our Motor City branch. Their social media posts about the menu generated additional buzz and anticipation.
This multi-faceted approach successfully built excitement and awareness around our new branch, driving both online engagement and in-store traffic.
Studio Xpress
My client was awarded the “Best Use of Social Media in Marketing” from CMO Asia and “Best Use of Video” from Golden Globe Tigers Award 2017 for the Studio Xpress campaign. I led the social media strategy and the media buying for the campaign. We created the exciting Studio Xpress online show, which brought action and analysis from the Euro 2016 cup to screens through Facebook and YouTube.
Studio Xpress was a show designed for football fans, and attained phenomenal response - 1.5 million people engaged with our broadcasts. We produced 11 episodes broken down to 53 Facebook videos that racked up 500,000 impressions on Twitter, over 115,000 views on YouTube and were shared around 1,000 times.
Dubai Music Week
My team and I developed the digital strategy for the inaugural edition of Dubai Music Week, the first music industry trade show in the Middle East & North Africa. This landmark event brought together major music labels, artists, and merchants, offering a unique opportunity for the world's leading brands to exhibit their products and launch new initiatives to key decision-makers in the music industry on a global stage.
The week-long event featured a diverse lineup of live concerts by international A-list stars from Hollywood, Bollywood, and the Middle East, including performances by Selena Gomez, Will.i.am, and Timbaland. Notably, we also had the honor of collaborating with the legendary Quincy Jones.
Monopoly in the Mall
Majid Al Futtaim Malls needed an activation to attract footfall in June 2014, as Dubai Summer Surprises was pushed to August, hence, it was vital to develop a platform that families could enjoy together. In collaboration with Hasbro International, we set off to create the biggest Monopoly board game to play live in the malls. The customers who spent AED 500 got a token to play live and win retailer vouchers.
It was the record best performing campaign within MAF, with more than 15,000 people participating in the game and the highest sales revenue generated outside a government festival period. On Facebook alone, we were able to reach 9,715,485 unique users & over 36 Million impressions, with 40% of them via organically generated through social sharing.
