April & May 2026Of The Earth - After Dark
About the BrandOf The Earth is a farm-to-table dining concept in the heart of Alserkal Avenue, Dubai, proudly sourcing their produce from local farms across the UAE.
While Of The Earth initially launched as a café, this campaign marked the introduction of its dinner menu and a strategic evolution of the brand. Our objective was to position Of The Earth not merely as a café, but as a credible contender within Alserkal Avenue’s growing restaurant landscape and Dubai’s wider dining scene.
Through a carefully curated influencer strategy and compelling storytelling, we brought the menu concept to life, showcasing the culinary experience, atmosphere, and brand ethos. By connecting authentically with target audiences, we generated awareness, drove trial, and established Of The Earth as a destination for both daytime and evening dining.
From Soil to Soul
❋ Influencers as a Vehicle for Brand RepositioningWe leveraged trusted voices to shift consumer perception of Of The Earth from a café to a credible dining destination.
Leveraging mid-tier creators to drive discovery and generate widespread awareness, while activating micro-creators to validate the experience through trusted, peer-to-peer recommendations.
❋ Micro & Mid-Tier Creator Strategy
Context
Our Results
Our Results
Average Engagement Rate
7%
KPI 3%
+ 133%
Average View Rate
123%
KPI 35%
+ 251%
Total Following
450,000
KPI 400,000
+ 10%
Successfully repositioned Of The Earth from a café-first concept to a sought-after dining destination, generating widespread awareness for its dinner offering. Through strategic creator partnerships and narrative-led content, the campaign shifted consumer perception and elevated the brand's presence within Dubai's competitive F&B landscape.
The result? Of The Earth cemented its position as a genuine contender in Alserkal Avenue's dining scene, becoming known not only for its café offering, but as a destination for dinner.
Total Creators
18
Total Engagements