Don: Turning a Hidden Neighbourhood Mall in Zayed Dunes Into a Destination

Don · Retail and shopping malls · Egypt

How OneKind used social media and UGC to reposition Don, a mall tucked inside Zayed Dunes, from a hard to find neighbourhood spot into a one stop destination, driving more on ground visits and new customers for its restaurants and services.

At a glance

• A visible increase in on ground visits and activity
• Higher awareness in the surrounding community
• Positioned as a one stop destination
• More interest in the mall's restaurants and services
• Visitors coming to specific restaurants after seeing them on social

Scope

• Social media management
• UGC content

Situation

Don sits in a less visible spot inside Zayed Dunes. It had restaurants, a gym, a nursery and more, but few people knew about it.

Task

Turn a neighbourhood mall people found by chance into a destination people choose to visit.

Action

1. Sell the experience, not the building — Content showed what you can do there: eat, train, spend time with family and get things done, all in one place.
2. UGC from real visitors — Relatable content featured specific restaurants, services and activities, so people could picture their own visit.
3. Spotlight the tenants — Featuring individual restaurants gave people a concrete reason to come, not just a general invite.

Result

The results:

• A visible increase in on ground visits and customer activity
• Higher awareness across the surrounding community
• Don known as a one stop destination for dining, fitness, family and everyday services
• New customers for specific restaurants who discovered them through the content

Why it worked

People do not visit a mall, they visit a meal, a workout or an afternoon out. Showing those moments gave them a reason to make the trip.

UGC from real visitors made a lesser known place feel tested and safe to try.

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