Majid Al Futtaim


Majid Al Futtaim is the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa (MENA). The company was announced as the official partner of the World Retail Congress 2018 to be held in Dubai.

We were tasked with putting together the digital communication plan for the event


Through an integrated campaign with the PR team a digital content and activations plan was created with the aim of driving maximum conversation around the event for Majid Al Futtaim.

For each channel:

  • Content Development & Design – Creation of content pre, during and post event, along with designing & launching speaker profiles at WRC
  • Launching pre-event Periscope interviews with Majid Al Futtaim CEOs, which was a key driver in engagement and buzz around the event
  • Live coverage – created pre-drafted live content across the three days of the event, with on-the-spot live coverage at the event across four social channels (Facebook, Twitter, LinkedIn and Instagram), and integrating high-quality visual and video content during the event
  • Monitoring & Reporting

  • Results
  • 26% overall increase in engagement across 3 platforms
  • 17% increase in Twitter engagement rate comparing pre-WRC to during and post event activities, with a 53% increase on Facebook and 50% on LinkedIn
  • 28% increase in online community number (fans/ followers) across 4 platforms
  • Reached 145K video views across our platforms by leveraging daily event wrap-up videos
  • Increased level of conversation with audience, with 11% engagement rate on realtime polls on Twitter during the event