IN Just These 3 Reels Alone
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MILLION VIEWS
Boulevard One — Building Dubai’s Go‑To Fashion Exhibition Brand on Instagram
Snapshot
| Period | Oct 2023 → Sept 2024 (11 months) |
|---|---|
| Channels | Instagram (@boulevardone, @boulevardone_store) |
| Team | Oxygen Plus AI Social & Automation Pod (2 FTE) |
Challenges
- Crowded Dubai fashion calendar—monthly pop‑ups vie for the same affluent audience.
- High cost‑per‑acquisition (CPA) on paid social promos (> AED 18 per event RSVP).
- Manual DM load—>300 daily product‑ & ticket‑queries, overwhelming the in‑house team.
What We Did
| Pillar | Tactics | Tools |
| Brand Architecture | Defined visual grid (gold/cream palette), voice (“concierge for couture”), Reels storyboard kit. | Canva Pro, CapCut, After Effects, Davinci Resolve. |
| Content Engine | 5‑day sprint calendar: Collection teasers (Reels), designer spotlights (Carousels), UGC reposts. | Meta Business Suite, Later |
| Automation | • Smart Reply Bot answered 78 % of DMs (size, price, event details). | |
| • Auto‑comment filters routed purchase intents to WhatsApp. | ManyChat, WhatsApp Cloud API | |
| Lead‑Gen & Ads | Look‑alike & engagement retargeting, geo‑radius 25 km around Dubai; A/B test Static vs. Reel creatives; RSVPs synced to HubSpot. | Meta Ads Manager, HubSpot |
| Data & Optimisation | Daily UTM‑level reporting; weekly creative refresh; CPA heat‑map to re‑allocate spend. | GA4, Looker Studio |
Results (Peak Season Highlights)
| Metric | Oct ’23 | Sept ’24 | % Change |
| Followers (@boulevardone main) | 66 k | 85 k | +29 % (instagram.com) |
| Avg. Reel Views | 4,200 | 11,800 | +181 % |
| DM Response Time | 9 h manual | < 30 m avg. via bot | –94 % |
| Monthly Event RSVPs | 830 | 2,150 | +159 % |
| CPA (Meta Lead Gen) | AED 18.20 | AED 10.90 | –40 % |
| Email List Growth | 12 k | 26 k | +117 % |
Impact at a Glance – Big Numbers
- +19,000 net new followers gained across @boulevardone + @boulevardone_store in just 11 months.
- ≈ 95,700 customer DMs auto‑resolved by Smart Reply Bot—equivalent to 2.5 full‑time agents.
- 18,700 total event RSVPs generated, filling venues and driving record‑high sales.
- AED ≈ 220 k in ad‑spend efficiency unlocked through a 40 % CPA reduction.
- 14,000 fresh contacts captured, enriched, and funnelled into HubSpot for future campaigns.
Key Takeaways
- Automation unlocked scale—Smart Reply Bot handled ~8,700 queries per month, freeing staff for VIP concierge service.
- Localised creative wins—Reels featuring Dubai influencers drove 3× swipe‑ups vs. static ads.
- Data loop fuels efficiency—Real‑time CPA dashboard let us pause under‑performing creatives within 48 hrs, cutting spend waste by AED 22k across the campaign.
What’s Next
- TikTok Expansion—repurpose top‑performing Reels to reach Gen Z shoppers.
- In‑App Checkout Pilot—Instagram Shops integration to convert from browse → buy without leaving the feed.