BLACK+DECKER® Launches World’s First Showroom in Dubai: A Grand Opening Fueled by Influencer Power
August 21, 2024
Background and Brief:
BLACK+DECKER®, a household name with a 45-year legacy in the UAE, celebrated a significant milestone by unveiling its first-ever dedicated showroom in Al Ghurair Mall, Dubai, on July 22, 2024. Known for its reliable and innovative products, the brand has been a part of everyday life for many in the region. This new showroom offers a comprehensive range of BLACK+DECKER® household products, allowing customers to experience the brand in a dedicated space for the first time. To ensure a successful launch, BLACK+DECKER® partnered with ten influencers from diverse backgrounds in the UAE. The objective was to create excitement around the launch, drive traffic to the showroom, and encourage customers to take advantage of exclusive opening offers, such as a 50% discount for the first 500 newsletter subscribers and a G-Shock watch with purchases over 500 AED.
Key Components of the Campaign:
The campaign’s success hinged on several key components:
• Influencer Selection: BLACK+DECKER® carefully selected ten influencers with a combined follower base of 900,000 +, ensuring a broad demographic reach across Instagram and TikTok.
• Content Strategy: The campaign was structured to include pre-event announcements, live event coverage, and post-event reflections, maximizing engagement at every stage.
• Exclusive Offers: Special promotions, including a 50% discount for the first 500 newsletter subscribers and a G-Shock watch with purchases over 500 AED, were integral to driving footfall and sales.
• Engaging Storytelling: The influencers were tasked with creating engaging content that captured the essence of the showroom launch, from the ribbon-cutting ceremony to interactive in-store activities.
• Hashtags: #BLACKANDDECKER #BLACKANDDECKERSHOWROOM
• Tags: @blackanddecker_middleeast
Solution:
The campaign was designed to build anticipation before the event, capture real-time engagement during the opening, and sustain interest afterward. BLACK+DECKER® collaborated with ten influencers, each strategically chosen to ensure a broad appeal across different demographics. These influencers announced the showroom launch through their Instagram and TikTok stories on July 22, showcasing the event’s highlights, including the ribbon-cutting ceremony, CEO speeches, and exclusive in-store discounts. Following the event, the influencers posted reels summarizing the experience, emphasizing the ongoing offers and inviting their followers to visit the showroom.
Results:
The BLACK+DECKER® showroom launch campaign was a resounding success, with the influencers reaching a total of 71,525 unique users and generating 370,200 views across Instagram and TikTok. The content created during the campaign resulted in significant engagement, reflecting the audience’s excitement and encouraging them to visit the showroom and take advantage of the special offers. This strategic digital activation not only created substantial buzz online but also translated into increased footfall at the store, reinforcing BLACK+DECKER®’s legacy in the region and setting a new benchmark for customer engagement.
Conclusion:
The launch of the world’s first BLACK+DECKER® showroom in Dubai demonstrated the power of strategic influencer marketing. By leveraging the reach and credibility of carefully selected influencers, BLACK+DECKER® was able to generate significant awareness, engage a broad audience, and drive tangible results both online and in-store. The campaign successfully highlighted the brand’s enduring legacy in the UAE while creating excitement around its new showroom, paving the way for continued success in the region
