The document outlines a social media campaign concept to showcase Dubai's charming night views from At The Top (ATT) over 3 months. The objectives are to increase night view awareness, generate website leads, drive user-generated content, and collect data. The plan includes posting photos, videos, competitions and trivia twice a week. A budget will be allocated to promoted posts, lead ads, and a photo contest. Metrics like website traffic, search volume, engagement, and user-generated content will be used to measure the campaign's success.

2. Table of Content
• Campaign Concept
• Objectives and Goals
• Content Plan
• Budget Split and Ads Types
• Photo Contest
• Sweepstake
• Campaign Timeline and Proposed Tactics
• How to Measure

3. Campaign Concept
To show how charming Dubai is at night from ATT in an inspiring way.
Creating the wish for the fans to visit it and enjoy the decks with the
cool breeze.

4. Objective and Goals
• Increase awareness about the beautiful night view
• Generate leads to the website
• Drive night UGC
• Collect data (If needed)

5. Content plan
• Type of content:
• Photos
• Videos
• Competition
• Trivia
• How often we should post:
• Twice a week on each platform
• Target audience:
• Tourists and UAE residents
• When to promote:
• First post of the campaign
• Every week 1 post running for 3 days
• The photo contest

6. Budget Split and Ads Types
• Posts on Page: to increase engagement
• $... per post to run for 3 days
• Leads ads: to generate leads
• $... Per ad to run for a week
• Contest: to drive UGC
• $... to run until the end of the contest

7. Photo Contest
• Option 1:
Capture your charming moment At The Top at night with the hashtag
#CharmingAtNight for a chance to win Emaar Gift Card worth AED 1000.
• Option 2:
Take a panoramic picture At The Top at night with the hashtag #CharmingAtNight
for a chance to win Emaar Gift Card worth AED 1000.
Tactic:
Facebook: Share the post and upload your shot with the hashtag.
Twitter: RT and upload your shot with the hashtag.
Instagram: upload your shot with the hashtag.

8. Sweepstake
This is the best option if we need to collect data.
It can run beside the photo contest.
Tactic:
Facebook: Tag a friend and enter your email for a chance to win two night tickets to At
The Top.
Twitter: Tag a friend and enter your email for a chance to win two night tickets to At The
Top.

9. Campaign Timeline and Proposed Tactics
• I suggest to run the campaign for 3 months. Review the results and use a different theme.
• Use the hashtag #CharmingAtNight with all the campaign’s related posts.
Post Type Platform Promoted
Monthly Plan
Week 1 Photo with quiz FB,TW,IG Yes
Week 2
Contest FB,TW,IG Yes
Video(timelaps from day view to night
view)
FB,TW,IG No
Week 3
Leads ad FB Yes
UGC from the contest: Reminder FB,TW,IG No
Week 4
Photo FB,TW,IG No
Trivia TW No

10. How to Measure
• Night view awareness:
• Direct website traffic
• Search volume data (Google AdWords Keyword)
• Sprinklr listening
• Leads to website:
• Google analytics (Specific UTM tracking)
• Engagement and Reach:
• Sprinklr reports
• Night UGC:
• Through a hashtag or a specific listening dashboard
• Collect Data:
• Sweepstake competition