03 / PROJECT
JAZAL
Branding • Real State
Client
JAZAL
Industry
Real State
My
Role
Social Media Strategy & Creative Direction
WHAT I DID
- Reviewed & Analyzed: Looked at how the mall was being presented and how similar malls communicated their leasing opportunities. This helped identify an opportunity to focus less on the retail space itself and more on the people considering renting it.
- Set the Content Direction: Built the content around one simple idea: people aren't just looking for a shop to rent; they're thinking about when and how to start their business.
- Developed the Messaging: Created a different hook for each of four key angles: urgency, timing, flexibility, and location. The copy was written in the local Saudi dialect to feel natural and connect with the target audience.
- Led Creative Direction: Set the visual style using gold and midnight tones, and worked closely with the client through several rounds of feedback and refinement until the creative reflected the core idea and the image we wanted to build for the mall.
- Supervised Production: Oversaw the production of static posts and short videos, making sure all pieces followed the same direction and included a clear WhatsApp CTA.
THE IMPACT
- Shifted the communication from simply advertising available shops to highlighting the business opportunity behind them.
- Aligned the messaging with the motivations and concerns of potential tenants.
- Helped position the mall as a more professional and appealing destination for entrepreneurs and business owners.
- Gave the content a clearer direction and a more consistent visual identity.
- Created a messaging framework that could be reused in future leasing content.
Made it easier for potential tenants to get in touch directly through WhatsApp.
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