Bio-Active Moisturiser Launch

Campaign Goal: Position the Bio-Active Moisturiser as The INKEY List’s hero launch of 2024—breaking into the anti-ageing market, sparking cultural conversation around “skin changes,” and expanding reach across lifestyle, skincare, and wellness communities.

Execution: We curated a cross-market influencer strategy with a focus on authenticity and cultural nuance:
- From dermatologists and Gen X beauty creators to travel and modest fashion influencers, we broadened the narrative beyond skincare—anchoring the campaign in real, relatable routines.
- We did Influencer outreach across the UK, US, France, and the Middle East
- Organised custom PR drops designed for storytelling
- Hosted a virtual event with expert Q&A
- Hosted a VIP editorial shoot amplifying hero voices, including Candice Brathwaite

Results:
- 100K+ engagements; 5M+ views across TikTok and Instagram
- 15% growth in Instagram followers; 20% increase in TikTok traction
- Product sell-out in 2 weeks—surpassing sales targets by 30%

Impact: We helped The INKEY List own the conversation on mid-life skincare, expanding their community and positioning the moisturiser as a breakthrough launch in a saturated category.

Travel Retail: Global Eid Campaign

Campaign Goal: Launch Estée Lauder Companies Travel Retail’s first-ever global, multi-brand Eid campaign—celebrating a key cultural moment with authentic Muslim representation, while driving awareness and affinity across key travel retail markets.

Execution: We developed a culturally nuanced, multi-brand campaign spanning the UK, UAE, KSA, Qatar, and Turkey—showcasing Eid as a time of travel, gifting, and celebration.
Through influencer partnerships, seeding moments, and lifestyle-led content, we highlighted brands like Jo Malone London and MAC Cosmetics in real Eid travel rituals.
Key elements included:
- Regional influencer strategy across fashion, beauty, and lifestyle
- Bespoke Eid seeding mailers designed for unboxing and storytelling
- 80+ content pieces featuring authentic Eid experiences
- Focus on travel retail touchpoints to bridge product with moment

Results:
- 3.2M+ total impressions; 1.7M+ views from influencer marketing & seeding
- 4.27% engagement rate
- 80+ content assets spanning five countries

Impact: A milestone campaign that broke new ground for Muslim representation in beauty travel retail—uniting global brands under one culturally relevant, emotionally resonant moment. We helped Estée Lauder Companies connect with a key audience in a way that felt celebratory, personal, and purpose-driven.

GCC Brand Expansion Launch

Campaign Goal: Support the launch of NOTHING Arabia—amplifying the London-based tech brand’s presence in Kuwait, UAE, and KSA through culturally relevant influencer marketing and strategic community-building to deepen brand visibility in the Gulf region.

Execution: We led a cross-category seeding strategy to introduce NOTHING’s Ear 2 Earphones and Phone 2 Handset to top-tier creators across fashion, beauty, music, and lifestyle.
The campaign paired tech innovation with cultural fluency—activating community moments and securing presence at high-profile regional events.
Key activations included:
- Curated seeding to influential creators and press, optimized for organic storytelling
- Talent management and guest list curation for Dubai Fashion Week, Sole DXB, and Hypebeast Arabia
- Content creation focused on style-meets-tech appeal in everyday lifestyle settings

Results:
- 1.33M+ reach; 2.8M+ total impressions
- 50+ organic content pieces from high-impact creators
- Influencer engagement secured across three major cultural events

Impact: We helped NOTHING establish a distinct voice in the GCC’s creative and cultural scene—bridging tech with fashion, music, and lifestyle. The campaign delivered lasting brand equity, positioning NOTHING as more than a tech company: a community-first innovator with style and substance.

“Where There’s a Ball, There’s Pepsi”

Campaign Goal: Reinforce Pepsi’s presence in Saudi Arabia by activating its key sports partnerships—UEFA Champions League, Saudi Pro League, and EA FC—through creator-led content that speaks directly to a football-loving Gen Z audience. The campaign aimed to boost engagement while offering prizes that brought fans closer to the game.

Execution: We rolled out a four-phase creator campaign that aligned each activation with a culturally relevant football moment—using humor, challenge culture, and lifestyle content to integrate Pepsi into creators’ everyday lives. Key activations included:
- Pepsi x Joy App – Creators shared “Day in My Life” content featuring Pepsi QR codes and prize reveals via the JOY App.
- Pepsi x Saudi Airlines – A hidden ticket stunt tied to a Saudi Airlines partnership created buzz and surprise across platforms.
- Pepsi x Goal Challenge – Football creators promoted a skill-based challenge, driving TikTok engagement through goals and game moves.
- Pepsi x Saudi Pro League – Influencers attended the league’s closing ceremony, giving fans an inside look at the VIP experience.

Results:
- 317 pieces of content across TikTok, Instagram & Snapchat
- 14M+ total reach; 1.48M+ views and 53K+ total engagements
- 51K+ likes; 1.3K comments; 863 shares

Impact: By integrating football fandom into daily digital moments, we helped Pepsi speak the language of Saudi youth culture, increasing its sports partnerships and brand relevance across three high-impact platforms. The campaign didn’t just show up, it played the game.