For Tawdheef x Zaheb, our approach focused on building a highly targeted social media ecosystem designed specifically for Emirati audiences. The project began with establishing a clear design direction using the event’s brand colours and visual elements to refresh and strengthen the show’s digital identity. Since the event operates within a B2C environment, the content strategy was developed differently from typical industry focused exhibitions.
We introduced bilingual Arabic and English content across posts, videos and captions, working closely with translators to ensure cultural accuracy and resonance with the target audience.
To maintain engagement while navigating restrictions around showing faces, we incorporated AI generated visuals and creative storytelling formats alongside lifestyle shoots with Emirati models. We also produced interview driven content with workshop leaders and career coaches covering topics such as CV writing and mock interviews. On show days, we captured exhibitor insights and visitor testimonials while actively managing community engagement to respond to audience inquiries. Alongside content creation, we analysed performance insights and maintained a live tracking sheet highlighting posts that should be boosted as ads, supporting the client’s advertising strategy.
Through targeted storytelling, culturally relevant visuals and strategic audience engagement, we helped position Tawdheef x Zaheb as a compelling platform for Emirati talent and career growth.
