The SERMO network’s Middle East partner, Mojo PR, has launched KIKO MILANO in Dubai. The campaign follows the successful launch of the beauty brand in Moscow by SERMO’s Russian partner, R.S.V.P PR & Lifestyle Communications.
In August, Mojo PR was tasked with introducing the KIKO MILANO brand to the Middle East and launching its first store in Dubai at City Centre Deira. The short lead time was the biggest challenge for this project, with the agency appointed just one week ahead of the store opening. The sharing of previous experience by R.S.V.P helped Mojo PR to deliver the campaign efficiently and in line with KIKO brand guidelines, despite the tight timeline.
The launch campaign included a store opening party, social media management and media outreach. A digital influencer programme helped attract record crowds to both the opening of the store and the official opening party, and resulted in the newly created @KikoMilanoArabia Instagram account gaining over 1,000 followers in just five days. Instagram engagement levels have also remained high with posts generating an engagement rate of 226%.
In-store activities during the opening party – including a DJ, customised photo booth, beauty trial sessions and catering – succeeded in attracting maximum footfall during the mall’s peak weekend period, with sales on that day surpassing client expectations.
Agency: Mojo PR