Start project

Souk Qaryat Al Beri

#Campaign Objectives
#Content Creation
#Multi-Channel Approach
#Retargeting Campaigns
#Social Media Engagement Retargeting
#Target Audience
Background

The Souk at Qaryat Al Beri offers a seamless blend of Arabian heritage and Venetian charm. This contemporary twist on a traditional souk is more than just a market—it's an experience. Featuring a variety of unique restaurants, cafés, and a rich assortment of shops, The Souk presents an idyllic setting for both locals and tourists to explore a fusion of shopping, dining, and cultural experiences.

Objective

The "A Journey Through Time and Taste" campaign aimed to elevate the online presence of The Souk Qaryat Al Beri by increasing social media engagement, growing Instagram and TikTok followers, and enhancing overall visibility. The goal was to showcase The Souk’s unique charm, driving interest and footfall.

Strategy
Campaign Objectives

Engage: Craft compelling content to spark interaction and foster a vibrant, engaged online community around The Souk.

Grow: Increase Instagram and TikTok followers significantly to boost brand visibility.

Amplify: Drive awareness and visitor interest through captivating, visually stunning content.

Target Audience

Local Residents: Families and individuals looking for a blend of cultural, culinary, and shopping experiences.

Tourists: Visitors seeking a rich blend of tradition, modernity, and scenic beauty in Abu Dhabi.

Lifestyle Enthusiasts: Social media users interested in visually rich content centered around travel, fashion, and dining.

Content Creation

Visual Storytelling: Showcased The Souk’s stunning architecture, scenic canals, and diverse offerings through high-quality video content across Instagram and TikTok. Highlighted immersive experiences such as dining with canal views, artisan markets, and cultural treasures.

Themed Campaigns: Developed themes like “A Taste of The Souk” and “Cultural Treasures” to spotlight the various facets of the souk.

Multi-Channel Approach

Instagram: Focused on vibrant imagery, engaging stories, and high-impact video content using Reels to maximize reach.

TikTok: Created short, dynamic videos using trending sounds and challenges to boost visibility.

Retargeting Campaigns

To maximize engagement and ensure no opportunity was missed, retargeting campaigns were a key element of the digital strategy. Users who had engaged with the content but didn’t take action; whether it was following the account, watching a full video, or visiting The Souk’s pages were served personalized retargeting ads.

Social Media Engagement Retargeting

Instagram and TikTok users who had viewed a significant portion of campaign videos or interacted with posts but had not followed the account were retargeted with ads offering exclusive content or promotions for visitors. This personalized approach helped convert passive viewers into engaged followers.

Results

Instagram Follower Growth: 385.7%
Instagram Video Views: 425,208
Instagram Impressions: 836,638
TikTok Follower Growth: 84.9%

The "A Journey Through Time and Taste" campaign, executed by Agency Helix, exceeded its objectives of boosting engagement, growing social media followers, and elevating visibility for The Souk Qaryat Al Beri. The campaign effectively spotlighted The Souk’s unique offerings, successfully captivating both local and global audiences while cementing its reputation as a must-visit destination in Abu Dhabi.