Performance marketing social media

The J Club

The context

With the help of Eminence, The J Club developed a strong social media brand positioning. The three key objectives were to:

  1. Create a memorable visual aesthetic
  2. Attract a qualified target audience
  3. Generate engagement as well as build brand loyalty


  • 100 k

    Total Social Media Reach in one month

  • 68 %

    Local Follower Growth based in Dubai

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Client presentation

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.

The challenges

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

Our strategy

The steps:

  • Executed a market analysis and a competitive landscape
  • Defined target groups and their brand expectations
  • Developed communication axes in line with the brand
  • Established The J Club’s brand positioning and a clear tone of voice
  • Set up a social media strategy that encompassed all the best practices on each platform
  • Published creative concepts on a daily basis
  • Created striking visuals and an aesthetic feed for social media
  • Created engaging, interactive and dynamic content on social media
  • Created high quality content with an onsite photographer and videographer
  • Built and managed the social media community
  • Published monthly trends, analysis and recommendations

Our strategy:

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:

  • Development of a graphic charter
  • Aesthetic, harmonious and inspiring visuals that highlighted the different activities of the club
  • Integration of The J Club logo into the design and visuals
  • Inspiring quotes

Feed instagram teaser

The JClub

Feed instagram teaser

The JClub

Animation example