Emirates Perfumes & Oud Exhibition Case Study

Social Media  ·  Meta  ·  Google  ·  TikTok  ·  Snapchat  ·  GCC

About Emirates Perfumes & Oud Exhibition

Emirates Perfumes and Oud Exhibition a celebration of the region’s most treasured fragrance culture approached us for the second edition of their event, seeking to significantly amplify brand awareness, grow their social media presence, and maximise attendance from both industry professionals and fragrance enthusiasts across the GCC.

Having established the event’s foundation in its first edition, the second required a more ambitious, coordinated approach: a full social media content programme to build community and anticipation, paired with a comprehensive paid advertising strategy across Meta, Google, TikTok, and Snapchat reaching audiences across the UAE and the wider Gulf region with the precision and cultural resonance the event deserved.

The Challenge

Growing a culturally rooted regional exhibition to the scale needed for its second edition while serving two very different audience segments and reaching across multiple GCC markets came with distinct challenges:

Dual-Audience Marketing Strategy

Attracting two fundamentally different visitor profiles simultaneously fragrance industry professionals, traders, and exhibitors on one side, and everyday fragrance enthusiasts and oud lovers on the other each requiring different messaging, creative, and platform strategies

Building Event Brand Awareness

Building sufficient brand awareness and social presence for an event that, as a second edition, needed to feel established and unmissable rather than new and unproven

GCC Multi-Market Strategy

Reaching audiences across the GCC a collection of markets with distinct platform preferences, Arabic dialect nuances, and cultural relationships with fragrance and oud that varied meaningfully from country to country

Paid & Organic Integration

Running four paid platforms simultaneously while also managing an active organic social media content programme requiring tight coordination between paid and organic to ensure messaging was consistent and mutually reinforcing

Driving Event Attendance

Creating urgency and driving physical attendance in the lead-up to the event, converting digital reach and engagement into real footfall on the exhibition floor

Our Approach

We built a fully integrated digital strategy that ran organic and paid activity in parallel each reinforcing the other across every stage of the campaign. The social media content programme built the event’s identity, community, and cultural credibility; the paid campaigns amplified that story to the right audiences across the GCC at scale.

Every decision from content pillar to platform allocation was made with the event’s dual audience in mind. Industry professionals and fragrance enthusiasts were reached through distinct targeting strategies and creative approaches, ensuring the exhibition felt relevant and unmissable to both.

The Process

01

|

Social Media & Content Strategy

We developed and managed a dedicated content programme to build the event’s presence, voice, and community across social media in the lead-up to and during the exhibition.

 

  • Built structured monthly content calendars aligned to the event’s promotional timeline moving from early awareness and anticipation content through to exhibitor spotlights, countdowns, and live event coverage
  • Developed content pillars spanning the cultural heritage of Arabian fragrance and oud, exhibitor previews, fragrance education, behind-the-scenes preparation content, and visitor experience features
  • Produced Arabic-language content that spoke authentically to the Gulf’s deep cultural connection with oud and perfumery positioning the exhibition as a celebration of regional identity, not just a trade event
  • Published and managed content across platforms with consistent visual identity and tone, building a recognisable event brand that audiences could follow and feel invested in ahead of the show
  • Delivered live social coverage during the event itself capturing exhibitors, attendees, keynote moments, and the atmosphere on the floor for real-time publication and post-event content rollout
02

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Multi-Platform Paid Advertising

We ran coordinated paid campaigns across four platforms, structured to drive awareness, engagement, and attendance across the GCC with audience strategies tailored to each platform’s strengths and the event’s dual visitor profile.

Meta Awareness, Engagement & Attendance

  • Launched broad awareness campaigns across Facebook and Instagram targeting fragrance enthusiasts, oud collectors, and luxury lifestyle audiences across the GCC building familiarity and anticipation for the event across the region
  • Ran industry-targeted campaigns reaching perfumers, fragrance traders, and beauty and wellness professionals through interest, occupational, and behavioural targeting on Meta
  • Executed engagement campaigns to amplify high-performing organic content, growing the event’s community and social following in the lead-up to the exhibition
  • Built retargeting funnels to re-engage users who had interacted with event content or visited the exhibition website, converting warm interest into confirmed attendance intent

Google Capturing Active Search Intent

  • Built Search campaigns targeting users actively looking for fragrance exhibitions, oud events, and perfumery trade shows across the GCC intercepting high-intent audiences at the point of discovery
  • Captured branded search traffic to ensure the event appeared prominently for its own name and related queries, protecting visibility and converting direct interest into attendance
  • Applied targeted keyword strategies across both consumer-facing and industry-facing search terms, reaching both visitor profiles through a single, efficiently structured campaign architecture

TikTok Cultural Reach at Scale

  • Ran In-Feed campaigns celebrating the sensory and cultural world of Arabian fragrance visually rich content that positioned the exhibition as a must-attend experience for younger, digitally native fragrance audiences across the GCC
  • Used TikTok’s interest and behaviour targeting to reach users actively engaging with fragrance, oud, beauty, and Gulf lifestyle content audiences predisposed to respond to an event of this nature
  • Generated awareness and event buzz among a demographic that traditional event marketing often fails to reach, extending the exhibition’s appeal to the next generation of fragrance enthusiasts

Snapchat Deep GCC Penetration

  • Leveraged Snapchat’s exceptional penetration across KSA and the wider GCC to reach fragrance audiences in markets where the platform remains one of the most active digital channels
  • Ran awareness and attendance campaigns using Snap Ads and Story formats, showcasing the exhibition’s cultural richness and scale in an immersive, mobile-first format native to the platform
  • Targeted GCC audiences by interest, lifestyle, and location with particular weight given to KSA, where Snapchat’s audience density and cultural affinity with fragrance made it a high-priority market for the campaign

The Results

| Paid Ads

5x

Increase in ROAS

198%

Increase in Purchases

47%

Increase in Conversion Rate

| Social Media

428%

Increase in Followers

196%

Increase in Engagement Rate

73%

Increase in views

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