Abu Dhabi Summer Shopping Season 2023

Department of Culture & Tourism – Case Study


Service provided

Influencer Marketing




Abu Dhabi Summer Shopping Season 2023

Abu Dhabi Retail, in collaboration with the Department of Culture and Tourism in Abu Dhabi, organized a citywide shopping festival known as the #SummerOfStyle. This campaign aimed to engage more than 25 malls and over 3,500 retailers across the emirate, offering exciting deals, brand launches, amazing prizes, and a packed calendar of unique experiences and activations.


Expin's Role

Expin played a pivotal role in ensuring the success of the Abu Dhabi Summer Shopping Season 2023. Up to 200 influencers were engaged to visit different malls around Abu Dhabi and promote the various activations during the campaign. Expin meticulously coordinated each influencer's visit by sharing a detailed brief that highlighted the objectives and expectations for each activation.


The campaign featured a range of activations, including:

1. Days Amazing Sale by Abu Dhabi Retail:

  • A spectacular event taking place from 26th to 28th May 2023.
  • Offering amazing offers, promotions, and discounts across the emirate with discounts of up to 80%.
  • Objective: To boost footfall at Abu Dhabi malls and increase consumer spending.
  • Participating Malls: More than 20 malls across the capital and 2,500 stores participated.

2. CBBC Sale:

  • A special sale event that attracted shoppers with incredible discounts and offers.
  • Specific details and influencers' posts drove excitement around CBBC Sale.

3. Eid Al Adha Activations:

  • Multiple Eid Al Adha activations took place around different malls, celebrating this festive occasion with special promotions, events, and entertainment.

4. Yas Gaming Festival (YGF):

  • An exhilarating gaming event held at Yas Mall from 30th August to 12th September.
  • Offered gaming experiences like never before, including the latest games on PlayStation 5, Xbox One, and Nintendo Switch.
  • Also featured a Formula 1 Simulator, Retro Arcade, Fortnite zone, and more.
  • Highlights included Fortnite and FIFA 23 Tournaments and a Cosplay Competition with amazing prizes.
  • Deliverables included Instagram Stories and Reels to generate buzz around the event and drive footfall to Yas Mall.

Campaign Execution:

Expin's influencers enthusiastically shared their experiences across social media platforms, generating excitement and anticipation for these activations. The influencers played a crucial role in boosting footfall, increasing consumer spending, and spreading the word about these unique events.

The Results

Achieving Remarkable Social Awareness In The UAE

Expin's influencers contributed significantly to the success of the Abu Dhabi Summer Shopping Season. By promoting activations such as the 3 Days Amazing Sale, CBBC Sale, Eid Al Adha celebrations, and the Yas Gaming Festival, they helped drive traffic, increase sales, and enhance the overall shopping experience. The influencers' engaging content resonated with their followers, leading to higher engagement and creating memorable experiences for residents and visitors in Abu Dhabi.

Expin is proud to have been a key partner in this citywide shopping festival, making the #SummerOfStyle a resounding success in Abu Dhabi. We look forward to collaborating on future campaigns that continue to elevate and promote unique experiences and activations in the emirate.

Influencers Accepted
Total Followers Reach
Total Story View

Ready to Transform Your Business?

Get Started