“Not everything we see is as it seems—perspectives shape our understanding.” This was the core message behind Blu Pizzeria’s latest social campaign, developed in partnership with Untitled Co.
Launched across Instagram and TikTok, the social media campaign aimed to drive brand awareness and sales conversions and strengthen customer loyalty and retention.
“The overarching brand message centred on challenging perceptions,” says Aisha Al Tamimi, Founder & CEO of Untitled Co. “The primary inspiration behind the Blu Pizzeria campaign was the brand’s evolution and its expansion across multiple locations. With the rebranding process in motion, we sought to craft a visually compelling, narrative-driven campaign that would seamlessly introduce these changes while maintaining a sense of familiarity with the audience,” says Tamimi.
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Balancing brand repositioning with customer retention
“The core objective was to balance brand repositioning with consumer retention, ensuring that while the brand underwent transformation, it remained deeply rooted in its original identity,” says Tamimi.
To enhance brand recall and perception, Untitled Co. explored the use of humour as a storytelling device and leveraged cinematography rooted in colour psychology to establish a stronger brand association.
“The shift in branding colours and visual identity created an opportunity to play with the idea of misinterpretation and perception bias,” Tamimi continues. “Additionally, consumer behaviour studies showed that humour-based campaigns tend to yield higher engagement rates and improve brand recall, which further validated our approach.”
Untitled Co. takes a locally tailored approach
The campaign was strategically crafted to resonate with Emiratis and long-term residents of Sharjah, as they form the core customer base of Blu Pizzeria.
“The video was intentionally produced in Arabic to ensure cultural and linguistic authenticity, maximising engagement with the primary target audience. Localised content is statistically proven to outperform generic, multilingual campaigns in regional markets, as it fosters deeper emotional resonance and relatability. This deliberate choice reinforced Blu Pizzeria’s identity as a homegrown brand, strengthening its connection with the local community,” says Tamimi.
The campaign incorporated local cultural nuances, humor, and visual storytelling techniques to create a sense of familiarity. The script featured colloquial Arabic phrases designed to resonate with local audiences, creating an emotional connection of familiarity with the viewers; while the cinematography reflected Middle Eastern branding elements that aligned with Blu Pizzeria’s customer’s identity.
Post-launch impact: consumer engagement and insights
The campaign’s success was measured through engagement, reach, impressions, and sales uplift. The social campaign garnered over 72,000 interactions on Blu Pizzeria’s social media pages. Shared on both Blu Pizzeria’s and Untitled Co.’s Instagram accounts, the campaign in total garnered over 130k views with over 1200 likes.
According to Tamimi, there was a substantial increase in organic reach that was measured through shares, direct messages, inquires and footfall increase at the new location.
“A surprising insight post-launch was the overwhelming audience-led conversation that extended beyond the intended messaging. Consumers began drawing their own interpretations of the video, associating it with broader themes of perception and reality, which added an unexpected layer of depth to the campaign,” says Tamimi.
Credits:
Producer: Aisha Al Tamimi
Art Director: Abdulrahman Hegazi
Design & Styling: Engy Waheed
Photographer: Wessam Al Shaar
Model: Ahmad Masoud
Script: Aisha Al Tamimi
Voice Over: Ahmad, With Feeling
Props Management: Raoul Daou
