The Challenge

• Low brand awareness outside Saudi Arabia

• Need to localise content for UK & European fashion audiences

• Educate new consumers on the value of coordinated sets

• Build visibility on Instagram and TikTok

• Develop a structured digital roadmap for international entry

Our Approach

We focused on content creation and platform-specific growth strategy to prepare ORAI for European market expansion.

Scope included:

• UK/EU-focused content production

• Instagram visual direction & feed restructuring

• TikTok growth framework

• Social positioning refinement

• Campaign concept development

• Paid creative guidance

• Seasonal content planning

Instagram Strategy

We repositioned ORAI’s Instagram to align with European fashion aesthetics while maintaining brand DNA.

Key pillars:

1. Coordinated Set Styling
Carousel posts showcasing full looks, close-ups, and fabric detail.

2. “One Set, Multiple Looks” Series
Demonstrating versatility to increase perceived value.

3. Minimalist Lifestyle Visuals
Clean, neutral-toned shoots aligned with UK street style.

4. Reels for Discovery
Short-form styling transitions and outfit simplification videos.

5. Community & Relatability
Behind-the-scenes and everyday wear moments.

We also structured:

• A cohesive feed grid aesthetic

• Stronger call-to-actions

• Caption refinement for UK audience tone

• Reel-first growth approach

TikTok Strategy

TikTok focused on discoverability and styling value.

Core content pillars:

• Outfit dilemma → ORAI solution transitions

• GRWM featuring coordinated sets

• “Style It 3 Ways” videos

• Street-style clips in UK-inspired settings

• Fabric and comfort close-ups

Posting guidance: 3–4 videos weekly with hook-led editing for retention and trend adaptation without losing brand positioning.