Primark Launch at City Centre Mirdif
To support the launch of Primark at City Centre Mirdif, a digital-first social campaign powered by AI and CGI-led video content was developed to generate anticipation ahead of opening and convert online buzz into real-world mall visits. Through a phased rollout of teaser, reveal, and launch-day videos, the campaign built momentum, sustained audience curiosity, and positioned the opening as a major retail moment for the destination.
+20,000
Total Shares
3,000
Total Posts Likes
+500,000
Total Video Views
Our Approach
- Produced high-impact, cinematic social-first videos designed to build suspense and excitement around the arrival of Primark, using large-scale visual concepts that reflected the significance of the launch.
- Implemented a teaser-to-reveal content strategy, gradually unveiling the brand’s arrival through bold visual storytelling from curiosity-led creative concepts to the final opening reveal.
- Maintained momentum in the lead-up to launch through a sequenced rollout of countdown, teaser, and reveal assets, ensuring sustained visibility, repeated audience touchpoints, and rising anticipation ahead of opening day.
- Optimised all content for short-form, vertical-first social platforms, ensuring strong performance across Instagram Reels, Stories, and Facebook video placements.
Results
- The campaign successfully translated digital anticipation into a strong on-ground response, with the launch generating significant buzz across social platforms and drawing a large crowd into City Centre Mirdif on opening day.
- The teaser and reveal phases helped position the opening as a must-visit retail moment, creating strong excitement around the arrival of Primark and contributing to a notable uplift in footfall during the launch period.
Overall, the campaign delivered a strong full-funnel outcome while building awareness, driving anticipation, and successfully converting social engagement into real-world mall visits and opening-day crowds.