With the help of Eminence, The J Club developed a strong social media brand positioning. The three key objectives were to:
The J Club is a 360° health, fitness and wellbeing members club located in the Jumeriah Beach Hotel in Dubai. It caters to High-Net-Worth Individuals, families and upscale locals in a luxurious setting with state-of-the-art facilities and a holistic approach. It offers an exceptional range of facilities to their client audience in the UAE.
01. How to stand out in an oversaturated market?
02. Communicate The J Club’s strong core values on social media
03. Use clear visual branding, identity and style
04. Establish a clear, consistent and creative editorial line for The J Club’s social networks
05. Establish brand awareness to ensure that The J Club is instantly recognized as a luxury fitness and lifestyle brand
06. Drive consideration for The J Club’s target audiences via organic social media
In order to set-up a successful organic social media strategy, we began researching and analysing the competitive landscape of The J Club, auditing the direct competitors of The J Club on both a global and local scale.
First, we defined a clear positioning of The J Club based on their core values, their key strengths and competitive advantages. Then, we defined The J Club’s tone of voice, their key audiences and what their brand expectations were.
From this, we derived a monthly calendar that highlighted the key needs of each audience. We worked on conveying both visually and through the copywriting the exclusive and expert nature of The J Club. Their different facets of health, fitness and wellness were communicated on a daily basis via social media.
To generate brand awareness, we created the geolocation on Facebook and Instagram as well as a unique hashtag.
Our strategic, design and graphics teams worked on a monthly detailed social media planning that conveyed The J Club’s brand messages, vision and values. As there were a number of different values, our graphic design team created a puzzle effect published on Instagram to allow multiple aspects of the club to be shown in one post for Social Media. For example, juxtaposing relaxation with intensive fitness and incorporating a motivational quote that resonates with The J Club’s lifestyle. We also incorporated dynamic content such as videos, interactive Insta Stories and animations into their organic social media. Twice a month, our photographer and videographer created high quality content on site events, guest influencers and key facilities of The J Club.
What we focused on:
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