Best Use of Social Platforms

‘Empathy, agility and creativity’ – these were the pillars on which Dubai Duty Free constructed its response to the pandemic, factors which the company communicated to its key audiences and which impressed The Moodies judges. Once tough restrictions were imposed by the UAE authorities in March 2020, the marketing team swung into action, with a focus on social channels Facebook and Instagram which already enjoyed a large and highly engaged community. One key step was adapting communications from a retail and destination-focused approach to becoming a comforting voice as ‘Your Friendly Travel Advisor’.

The company sought to develop more community engagement, offering assurance and empathy, and focused less on retail and more on imagination – all without a media budget through 2020. Dubai Duty Free said: “If our followers couldn’t travel to meet us, we could always stay in touch online. We focused on driving organic engagement on DDF brand channels across Facebook, Instagram and Twitter as well as Chinese platforms Weibo and WeChat as the most efficient and effective way to stay in touch with our followers and customers.” The leading travel retailer adjusted its content and evolved its communications to relevant audiences, tapping into brand loyalty, showing solidarity with carers and paying tribute to front line workers in duty free and beyond. Contests and stories were used to engage audiences, alongside updates on retail openings via social media.

Partnerships with brands such as La Mer, through which Dubai Duty Free hosted beauty workshops on Instagram Live, helped maintain brand affinity and relevance. Above all, Dubai Duty Free recognised the need to remain visible and support its fans even when airport services paused, and travel became uncertain. The result: A sharp uplift in Facebook and Instagram engagement, even amid the crisis – a powerful endorsement of Dubai Duty Free’s credentials as an influential, much-loved retailer among its fan base at home and overseas.