Beyond the Mall – Community & Founder-Led Content
We worked closely with the Beyond the Mall team to build a more community-driven and founder-led social presence.
Our focus was on shifting the content away from direct selling and towards storytelling, highlighting the small businesses and founders behind the platform. Through curated features, founder stories, and thoughtful content, we helped position Beyond the Mall as a platform that supports and uplifts local brands.
Alongside this, we adapted the content strategy during key moments such as Ramadan and Eid, ensuring the messaging remained relevant, sensitive, and aligned with the audience.
The result was a noticeable increase in engagement and stronger audience interaction, driven by content that felt more meaningful, relatable, and community-focused.
In response to regional tension in the UAE, we strategically shifted Beyond the Mall’s content approach to ensure it remained both relevant and respectful.
This involved moving away from direct promotion and focusing on community-led, thoughtful content that supported both the audience and the businesses on the platform.
Positioning Beyond the Mall as more than a marketplace, but a platform that genuinely supports and uplifts small businesses and founders.
