Tryano, a luxury destination store, has launched a culturally relevant and community-focused curated campaign for Ramadan that clearly highlights how the season is experienced today.
The campaign is brought to life through a film inspired by the ghabga, a cherished post-sunset Ramadan gathering rooted in Gulf tradition. A moment defined by warmth, generosity, laughter and togetherness, the ghabga becomes the emotional heart of the campaign.
As modern Ramadan gatherings evolve, fashion becomes part of the language of the season. Tryano presents a thoughtfully curated fashion narrative, bringing together exclusive regional and international designers with Ramadan-ready pieces created for moments of connection, celebration, and modern elegance.
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The campaign video was produced by 1602 Studios, who brought the creative vision to life through production and visual storytelling. Weber Shandwick led the PR and communications efforts, managing media relations, influencer outreach and amplification to maximise the campaign’s visibility and reach.
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The campaign aimed to strengthen emotional brand storytelling, reinforce Tryano’s role as a curator of exclusive fashion in the region and deepen customer connection during a key cultural moment. Driving footfall and sales through meaningful in-store experiences and gifting moments was a core goal.
As such, Tryano decided to adopt a multi-channel approach, including:
- Paid and organic social media across Instagram, TikTok, Snapchat, LinkedIn, and YouTube
- CRM outreach via WhatsApp and email communications to customers
- Internal communications across Chalhoub Group newsletters and office screens
- PR and influencer engagement through press releases and curated gifting
Key audiences targeted for this campaign included existing Tryano customers; Chalhoub Group loyalty members such as Muse and Elite customers, including high-value and repeat shoppers; UAE-based female shoppers with an interest in luxury fashion and beauty; as well as gift-focused shoppers seeking culturally resonant luxury gifting during Ramadan.
The digital and social platforms enabled broad reach and real-time engagement during Ramadan, while the CRM campaign allowed for highly personalised communication with loyal and high-value customers.
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Additionally, PR and influencer engagement extended cultural relevance and aspirational reach, while in-store experiences translated the emotional narrative into tangible luxury moments, encouraging deeper engagement and higher-value purchases.
The campaign is running primarily across Abu Dhabi focused on Tryano’s physical store and local audience. It also ran in Al Ain, Dubai and Sharjah. It will continue to run across the Holy Month until Eid Al Fitr.
The campaign features Marwa Al Hashimi, the UAE’s first Emirati female horseback rider, as the hero face of the campaign.
Selected influencers were also contacted to be gifted curated Ramadan products to share organically across social platforms.
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These collaborations aim to amplify reach, drive authentic engagement across social media platforms and reinforced Tryano’s positioning as a leading luxury destination for Ramadan gifting.
The success metrics of the campaign have been defined through engagement rates across social media channels, including likes, shares, comments; CRM campaign performance: email open and click-through rates; press and influencer coverage reach and sentiment analysis; footfall increase in-store during the campaign period; as well as sales uplift, particularly for gifting categories.
CREDITS:
Client: Tryano
Agencies: 1602 Studios and Weber Shandwick
