Launching a UAE culture platform from zero.

A brand-new social presence with no audience, aiming to become the destination for UAE culture, luxury and entertainment, and to reach both residents and visitors from a standing start. The UAE is one of the most photographed, most posted-about places on earth, which is exactly the problem: the feed is already full of it, and most of it is interchangeable.

In a market that crowded, generic lifestyle content would have disappeared on arrival. The platform needed a point of view and a reason to follow: content that residents recognised as theirs rather than tourism-board gloss, and that visitors could actually use. Launching from zero meant every follower had to be earned on the content alone, with no audience to borrow and no paid budget doing the introductions.

We built hyper-local content around what the UAE actually talks about: trending moments, cultural events, high-end experiences and the hidden gems most feeds miss. We produced high-quality video and ran interactive formats to drive organic reach, and the first year did the proving: 84,000-plus followers from zero across 2024, over 120 million reach, and 700,000-plus audience interactions.

Then we extended it beyond the feed, partnering with local businesses and influencers and integrating content into newsletters and editorial, so the brand became a multi-touchpoint local guide rather than a single account. The foundations held after the launch year too: the first half of 2025 was the channels' biggest on record.