Nice-up Your Life

Nice, a leading Saudi household goods retailer, sought to elevate its brand image and drive engagement with its target audience, the "Chief Household Officers" (CHOs) {Saudi women aged 20-35 (Younger Millennials) and 35+ (Elder Millennials).}.

To achieve this, a comprehensive social media strategy was developed to position Nice as the go-to source for affordable, yet stylish home decor.

As an Art Director, I played a pivotal role in crafting the strategy and other occasional campaigns. By focusing on the challenges faced by modern women balancing homemaking with personal aspirations, we developed a content strategy that resonates deeply with the target audience. This involved creating engaging social media content, online and offline activations, and a cohesive visual identity, along with content creator and KOL selections.

The campaign aims to position Nice as a trusted partner in helping CHOs create beautiful and functional homes without breaking the bank. By understanding the target audience's desire for a Pinterest-worthy home, we created content that offered inspiration, practical tips, and product solutions.

This project showcased my ability to develop a holistic brand strategy, create compelling visuals, and effectively leverage social media to drive engagement and brand loyalty.

Key deliverables: Social media content, offline activations, art direction kit, key visuals for occasional campaigns.