With significant market share across the region, Sedar Global was always perceived as a traditional brand and appealed mostly to local and expat Arab consumers. Commercially, they were priced slightly above market rates, limiting opportunities to reach and engage new audiences across their target markets.
Media strategies considered mainly offline channels, allowing competitors to rally ahead and increase their share of voice with digital ad buying. This meant Sedar Global required a robust digital paid strategy to amplify its brand positioning and grow its community.
The previous ecommerce website was also fairly dated with a poor user experience, resulting in low conversion rates and a high bounce rate. Traffic campaigns were generating sessions, however data suggested that visitors were getting lost when arriving on the site with a complicated checkout process.
We created a community management playbook that also defined how we need to be communicating with and engaging our fans and followers across social channels. Since we had multiple markets to manage, a multilingual approach needed to be developed with a custom response plan for FAQ and enquiries.
Calendars were created using a mix of otherworldly elements with pop art juxtaposed with brand products and photography. Assets were brought to life with animation and moving imagery to deliver key messages and encourage content engagement.
Using social listening to monitor trends, we also took a proactive approach to join conversations and participate in viral campaigns to maximise content reach. This includes tactics like Drake’s new album adaptation, Little Miss Sunshine trend, Habibi Come to Dubai and many more.
We also launched a multi-layered digital media strategy to run awareness campaigns to position Sedar Global top of mind with the support of tactical campaigns to promote sales and promotional key offers during seasonal events. Campaigns ran to encourage online sales and in-store footfall to boutique stores across the region.