project overview
Project
MOOVA — a dance studio founded by blogger
Sasha Mitroshina, which launched in Dubai in 2023
goal
To adapt the existing brand platform and strategy
for the UAE market launch
The original content strategy did not resonate with
the studio's actual target audience
Solution
How we did it
We began with in-depth market and local audience research, including
interviews with current clients
These interviews revealed two key audience segments: women who see dance as a
way to process emotions and connect with their bodies, and those who come to
relax after a stressful day at work
This led us to conclusion that the brand should be positioned as a studio for
women whofeel music with their bodies. For them, we created the core
message“Feel your mooves”—embodying movement, sensuality, and the energy of
the moment. We translated the post-class emotional high into the brand's visual
identity
Challenges we faced
How we do it
We changed the content strategy: updated content pillars, introduced
authentic and trending formats, and launched targeted advertising
We built a strong community around the brand by organizing collaborations
with dance stars and hosting themed events like an Office-core party, and
Moova Halloween and New Year's parties
how we solved it
Results
The outcome was increased engagement rate, a steady stream of new clients,
and a brand that felt more relatable and recognizable
+100 new clientsper month
Cost per lead decreased by35%
Viral content generated hundreds of thousands of views
