Launching Global Brand in Dubai with a Rooftop Experience at The Lana
Wellness Brand Influencer Marketing That Launched Better Me into Dubai
Better Me entered the Dubai market with a high-impact rooftop launch at The Lana Hotel, powered by 12 handpicked wellness influencers and a 14-day creator content engine.
View more of our work in our Influencer Marketing Portfolio.
The Challenge
Better Me is one of the largest wellness platforms in the world. Workout plans, nutrition, mental health tools. Millions of users globally.
But Dubai is its own ecosystem.
The UAE wellness market is one of the most saturated per capita in the world. Premium pilates studios, longevity clinics, recovery centers, and global app brands all fight for the same audience.
That audience is sharp, loyal, and almost entirely influenced by what they see on Instagram and TikTok before they try anything new.
Better Me needed something the wellness community would talk about, post about, and remember.
The Strategy
We built the campaign around two pillars: a premium experiential moment and a 7-day creator content engine.
For the venue, The Lana Hotel Dubai, with its rooftop overlooking the Burj Khalifa skyline.
The location alone communicated 80% of the positioning before the product.
The rooftop activation became day one of seven, with content rolling out across creator channels for 7 days afterward.
That kept Better Me in the algorithm long after the event ended.
Creator selection was the third lever. From a shortlist of 40+ wellness, fitness, and lifestyle influencers, we activated 12.
Their audiences matched Better Me's target user: women 25-40 in Dubai, into fitness and self-improvement. Follower counts ranged from 20K to 250K, giving us both reach and engagement depth.
Here is what we did:
Curated and activated 12 wellness, fitness & lifestyle influencers from a shortlist of 40+, with a combined follower base of over 1 million
Hosted a rooftop launch event at The Lana Hotel Dubai with full creator activation and on-site production
Produced 95+ pieces of premium UGC rolled out across 14 days post-event
The results were FANTASTIC:
1.2M+ total organic reach across Instagram and TikTok
145K+ engagements (likes, saves, shares, comments)
5,800+ profile visits to @betterme
2,100+ clicks to the Better Me app
95+ assets delivered for repurposing across paid and organic channels
Better Me became one of the most talked-about wellness launches in Dubai that month
Why It Worked
The venue did the heavy lifting on positioning. Putting Better Me there anchored the brand alongside Dubai's most premium wellness destinations from day one.
We built for the algorithm, not the event. By staggering content across 7 days with different angles, we kept Better Me appearing in feeds long enough. The audience registered the brand multiple times.
Creator selection beat creator volume. We picked 12 whose audiences were the closest match to Better Me's user.
That's the difference between wellness brand influencer marketing in Dubai that drives app installs and influencer marketing that just generates pretty content.
Better Me wanted to enter Dubai. We made sure Dubai noticed.