What is it?
The 17th Doha Jewellery & Watches Exhibition (DJWE 2020), held from 24–29 February at the Doha Exhibition and Convention Center, welcomed over 32,000 visitors from MENA region and Asia. Qatar’s premier luxury event, showcasing hundreds of the world’s finest jewellery and watch brands.
Client:
ABA Luxury, part of Ali Bin Ali Holding – a leading Qatari conglomerate established in 1945 – is Qatar’s premier luxury goods retailer, renowned for curating unparalleled experiences and exclusive collections from the world’s most prestigious watch and jewellery brands.
Scope of work:
Digital Marketing & Social Media Campaign: Social Media Content, Daily Live Coverage, Brand Promotion, Influencer-Style Storytelling
Challenge
The goal was to increase visibility, drive quality traffic to the stand, and highlight exclusive limited-edition pieces in a highly competitive luxury event..
Approach
Created a high-end marketing and image campaign focused on promoting ABA Luxury’s presence and the participating brands through elegant, real-time digital storytelling. Video first - as the most convertible medium.
Execution
Delivered daily intensive content from the exhibition floor across ABA Luxury’s social media channels. The campaign included live coverage, product showcases, and consistent promotional posts that emphasized exclusivity and new brand debuts (such as Dolce & Gabbana that year).
New workflow that I introduced to the production team allowed to film, edit and publish it same day without compromising on quality.
Impact
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Brand perspective: high visibility on digital media, high engagement such as comments and shares
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Business point: Complete sell-out of all limited and exhibition-exclusive product series.