Growing a Premium Wellness Studio Into Everyone’s Feed
Dubai Hills' Ladies-Only Wellness Studio Went From Hidden Gem to Fully Booked in 6 Months
In The Pink is a ladies-only wellness studio in Dubai Hills. Pilates, spa treatments, a healthy café, and an interior that women actually want to spend time in, not just photograph and leave. It's the kind of place that earns genuine loyalty from the women who find it.
The problem was finding them.
Dubai Hills is not a walk-in neighbourhood. Women who would love In The Pink had no idea it existed, because nothing was putting it in front of them.
View more of our work in our Influencer Marketing Portfolio.
Why This Campaign Was Different
Ladies-only studios require a specific approach. The audience is defined, the environment is intentional, and the content has to reflect that. Sending the wrong creator into that space breaks the trust the brand has spent years building with its members.
Every creator we selected was a woman whose audience was Dubai-based, wellness-interested, and likely to genuinely connect with what In The Pink offers.
What We Did
84 wellness, yoga, and lifestyle micro-influencers activated over 6 months.
Weekly creator class visits kept a steady stream of fresh content flowing rather than front-loading everything into one burst.
Content covered every part of the experience: pilates sessions, private massage and spa moments, café visits, and honest "first time at In The Pink" reels that captured what it actually feels like to walk in for the first time.
That last format specifically drives trial bookings because it answers the question every potential new member has before they commit.
140+ UGC pieces produced in total, all reflecting the calm, premium, women-only environment that defines the brand.
The Results
+260% increase in Instagram reach
6,400+ profile visits from creator content
1,500+ website clicks
Steady rise in trial class bookings throughout the 6 months
In The Pink became one of Dubai's most recommended wellness studios on Instagram
Why It Worked
Women recommend wellness studios differently than they recommend restaurants or gyms. It's more personal. When a creator whose audience trusts her shares a genuine experience at a ladies-only space, it carries more weight than almost any other category of content we produce.
The weekly visit cadence also meant In The Pink never disappeared from feeds. Six months of consistent creator presence in a specific neighbourhood builds name recognition that no ad budget can replicate at the same cost.
A women-only space needs women who genuinely mean it. That's the brief we built this entire campaign around.