Ma'an by MAF.
With Dubai SME, Majid Al Futtaim gave homegrown small businesses shelf space and mall pop-ups across its retail and leisure brands, promoted almost entirely through earned media.
- العلامة التجارية
- Majid Al Futtaim
- الوكالة
- Gambit Communications
- السوق
- الإمارات
- المنطقة
- الخليج
- السنة
- 2026
التحدي
Majid Al Futtaim wanted to support UAE small businesses facing tough trading conditions, with no dedicated PR or media budget for the initiative.
الفكرة
Ma'an by MAF, run with Dubai SME, invited SMEs to apply for placements across the group's portfolio, including THAT Concept Store, lululemon, VOX Cinemas and Crate & Barrel. A press launch and broadcast and newspaper interviews drove applications, then a roadshow of pop-up spaces moved through Mall of the Emirates, City Centre Mirdif and City Centre Deira, two weeks at each.
النتائج
- 7,800 applications within two weeks, after which registrations closed
- 59 placements for 57 brands
- Gambit reports 53 pieces of earned coverage within 48 hours, 12 media interviews and a cumulative reach of more than 75 million
مصدر دراسة الحالة: Campaign Middle East المصدر ↖
