6 min
Ramadan is more than a holy month in the UAE's vibrant retail sector; it's a cultural and commercial crescendo that changes consumer behavior.
Brands like Chić, a UAE-based premium leather footwear and accessories brand, capitalized on this opportunity to connect with their audience and increase market share both online and in-store. Making an impact during Ramadan required more than seasonal promotions. It required a smart strategy, flawless execution, and local knowledge.
Identifying the high-stakes opportunity and its challenges, Chić partnered with Boomerang, a prominent Gulf influencer marketing agency.
Objective & KPIs: Helping Chić Drive Brand Awareness and Footfall
Create a Ramadan campaign with UAE national influencers to
- drive footfall to physical store locations.
- raise awareness of Chić's latest collections and gifting options.
Challenge: Finding Your Way Around the UAE's Complicated Influencer Space
It's hard enough to get real-world business results from digital efforts. For Chić, several problems made the stakes higher:
Filming Permit Problems
The campaign needed to create content in malls, but permit-related issues caused early delays. Players in the GCC retail scene often overlook this issue.
Little Experience with Influencers
Chić had only done influencer marketing on a small scale through informal relationships, so they didn't have the tools for professional, large-scale campaigns.
Expectation of Excellence, Little Guidance
The client wanted high-quality production and interesting stories, but they needed Boomerang to be creative and take charge of operations.
High Prices and Low Availability of Local Talent
Because the UAE has a competitive influencer market, finding relevant UAE national influencers, especially those within budget, was challenging.
Ultimately, Chić needed not just execution but true partnership: strategic guidance, hands-on project management, and expert navigation of local realities.
Strategy: A Blueprint for Authentic Engagement and Impact
Audience & Influencer Selection
Our approach began with rigorous influencer selection. The criteria focused on
· UAE nationality—Emirati influencers take priority .
· Proven, authentic audiences interested in fashion, gifting, and the UAE traditional style
· Balance of micro and macro-influencers to best connect with targeted communities
This focus on authenticity over superficial follower count ensured not only a broad reach but also a relevant, engaged audience. A must for meaningful Ramadan brand engagement.
Creative Content Direction for Chic campaigns
To meet the client's expectations for premium content, we needed to make a careful, hands-on creative plan:
· Short-form, in-store video content scripted to tell clear, culturally resonant stories
· High-end filming emphasizing product quality, gifting versatility, and visual appeal
· Narrative themes aligned with the luxury and tradition of Ramadan and Eid shopping
Project Management: From Planning to In-Store Execution
We set up a strong process in case things went wrong:
· March to April: Influencer scouting and onboarding, scriptwriting, content planning
· April: Professional in-store filming, overcoming permit issues through on-the-ground, dedicated staff support
· Pre-Eid: Content publishing, optimized for maximum pre-holiday engagement
Our team professionally handled every operational detail, including scouting, coordination, compliance, and all influencer logistics, to ensure brand consistency and timely delivery.
Execution of Chic Influencers Campaigns: Turning Strategy Into Action
Despite tight deadlines, complex permits, and high client expectations, our team meticulously brought the vision to life.
Influencer Onboarding
Ten carefully vetted UAE-national influencers were scouted, onboarded, and briefed.
Scripted Storytelling
Clear, simple messaging was developed to feature premium products and showcase Eid gifting themes, all tailored to each influencer's unique style.
Professional Production
Cinematic visuals and brand-aligned editing elevated the final assets, setting Chić apart from typical influencer content in the region.
On-Ground Coordination
Boomerang's project managers were on-site, troubleshooting permit issues, ensuring participation, and managing a seamless workflow—no small feat given the constraints.
Approvals and Scheduling
Every piece of content received the green light and was strategically pushed live in the weeks before Eid.
Our team's ease in handling regulatory and logistical challenges proves our flexibility and knowledge of the regional ecosystem.
For more on legal regulations, explore our manual on influencer licenses in the UAE.
Results: From Online Buzz to Real-World Footfall
10 UAE national influencers are activated
The campaign ensured deep cultural resonance and trust within local communities.
Significant Social Media Uplift
Engagement across Chić's platforms increased markedly, with posts achieving high interaction rates and positive sentiment.
Tangible In-Store Results
Most critically, over the campaign period, Chić recorded an apparent increase in store inquiries and footfall—the ultimate proof of digital strategies driving offline value.
Premium-Quality Visuals
The finished assets brought Chić's luxury promise to life, raising brand perception in a highly competitive niche.
The Chić marketing team praised Boomerang's selection of influencers, quality of content, and "seamless execution during a high-pressure season."
Lasting Partnership
The process educated the client on best practices, set the stage for future campaigns, and reaffirmed our role as a trusted advisor and strategic partner.
"Boomerang helped us elevate our Ramadan campaign with premium content, well-selected influencers, and seamless execution during a high-pressure season." — Chić Marketing Team.
Lessons Learned & Future Recommendations
What Worked Exceptionally Well
Clear Guidance and Support
Direct, on-site management ensured professional, brand-aligned results and allowed influencers to deliver consistently.
Professional Filming
Investing in high-end production proved essential to elevating the brand and improving campaign effectiveness.
Addressing Key Challenges
Permit and Coordination Issues
Expected and fixed with dedicated resources and hands-on troubleshooting.
Expectation Management and Education
Transparent processes and gentle education empowered the client and elevated results.
Recommendations for Future Campaigns
Diversify Influencer Profiles
Broader representation—and inclusion of non-national voices—can expand reach further.
Greater Influencer Autonomy
Allowing for more creative freedom supports organic storytelling, potentially driving even more authentic connections and engagement.
Conclusion
Chic and Boomerang's work together is an excellent example for any brand that wants to connect online and offline during Ramadan or any other key sales periods in the area.
The campaign was successful not only because of the numbers, but also because it drove consideration and store traffic, setting the stage for more collaboration and learning in the future.
What sets this case apart:
· Deep local expertise, anticipating—and solving—unique market roadblocks
· Audience-driven influencer partnerships, emphasizing quality of engagement
· Professional, high-end creative that reflects actual brand value
· Full-spectrum project management that simplifies complexity for the client
We provide the strategic vision, hands-on execution, and market insight that brands need to transform their Ramadan campaigns—or any seasonal push—into powerful drivers of awareness and action.
Want to learn how Boomerang can help your brand achieve similar success? Please feel free to contact us today to explore how influencer marketing aligns with real-world results.
