We began researching the market, competitors, and audience, and confirmed our hypothesis: Moova's actual customers differed from those the brand envisioned in its mood board. We then decided to develop a new digital strategy to position them specifically for Dubai's target audience.

Solution: We began developing the strategy with in-depth market and audience research in Dubai. During our casting sessions, we noticed the sensual nature of the girls who come to dance at Moova. They value the sensations of dance so much and live life's moments so vividly that we couldn't help but be inspired

This is how the global brand message "Feel your mooves" was born. It unites the passion for classes, the sensuality of the girls (the "feel"), and the dance moves at Moova (the "mooves"). Positioning is only part of the school's brand platform. It also included a brand pyramid, tone of voice, unique selling proposition, and audience insights

We developed a new visual concept, the main focus of which was the signature pink color. The identity also reflected the feelings and emotions after classes at the studio

Next, based on the strategy, we developed creative sections for the brand's social media. We took into account trends such as nostalgia, UGC, ballet core, and others. The next step was to introduce targeted advertising, which brought us new clients and additional reach