Tribe of 6 – an Alshaya-owned fash-leisure brand – was launching in Kuwait with a brand-new flagship store in The Avenues Mall. Our brief was to create awareness of the brand amongst Kuwaiti Gen Z and Millennials and create a ‘big bang’ launch moment.

We developed a store opening campaign concept called ‘#JoinTheTribe’ which stood out from a traditional ‘ribbon cutting’ openings and created a truly instagrammable experience. The store launch was brought to the life with a digital zipper wall as an alternative ribbon cutting moment, a zipper themed photo wall, and a Tribe of 6 pop-up Starbucks coffee bar complete with an Arabic calligraphy artist writing guests’ names on the cups, all linking back to the brands style cues, ethics and values.

Through a combination of paid collaborations and organic barter deals, we partnered with seven leading Kuwaiti macro influencers and organic influencers that reflect Tribe of 6 brand values. The diverse mix of men, women, Gen Z, millennials, traditional fashion experts, lifestyle content creators and fitness & adventure fanatics have an audience of almost 5M followers.

The campaign and delivered engagement and video views miles ahead of industry benchmarks. In terms of the video content our influencers created, the views were +20% above the industry benchmark, alongside Instagram story views and engagement rates which were +25% and +5% above industry benchmarks. Tribe of Six’s social media following increased by almost 20% during the launch phase with almost 4,000 people (and potential customers) tapping the links and tags which were strategically placed in our influencer content! In terms of deliverables our influencers exceeded the agreed number of posts and stories across IG and SC by 55%.