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Mall of the Emirates

Campaign Strategy

Mall of the Emirates (MOE) has it all, from delicious dinning experiences, to extravagant shopping and thrilling entertainment and play areas. In order to encourage more people to go to the mall, MOE decided to run a fun, engaging and light-hearted Branded Hashtag Challenge on TikTok.

MOE sought to achieve big wins with this campaign by positioning itself as the ultimate destination for the Dubai Shopping Festival (DSF), improving the brand’s overall awareness and engagement, and activating a seamless omnichannel approach with the right TikTok creators and content.

Key Results


Uplift in Visitation Intent


Uplift in Brand Perception


Unique Live Stream Viewers