Jelly Cat Details Min
Submitted by House of Comms

Jellycat UAE Media and Influencer Launch Event

Influencer Marketing

House of Comms staged a personalised launch event for media and influencers to introduce Jellycat in the UAE, reporting 110+ pieces of coverage for the brand.

110+Pieces of Coverage
$193K+PR Value (USD)
5M+Reach

Case in 60 seconds

Jellycat, a London based brand, was launching in the UAE through Bloomingdales, Harvey Nichols and Tyrano, so House of Comms had to tell parents it was available while serving audiences with different familiarity.

The page frames the brief as two jobs, because expat communities already knew Jellycat while the Arab community did not, so the launch paired familiar attendees with paid Arab influencers rather than one message for both.

House of Comms built the launch around a single luxury and bespoke event for media and influencers, personalising every detail from the invitations, décor and styling to the gifting, so the arrival was experienced rather than announced.

House of Comms ran a launch event at Cala Vista, Mina A Salam for media and influencers, worked with paid Arab influencers including Ola Farahat and Raquel Zaatar, and gifted guests Jellycat toys for their children to encourage UGC content.

House of Comms reports 22+ media and influencers in attendance, 110+ pieces of coverage, $193,000+ in PR value and 5M+ reach, while the page reports no sales figures from Bloomingdales, Harvey Nichols or Tyrano.

Strategy Breakdown

Parents in the UAE, specifically expat communities already familiar with Jellycat and the Arab community that the launch set out to educate about the brand, reached through regional media and influencers.
Jellycat was familiar to expat communities but new to the Arab community, so one launch had to build brand love with the first group and awareness with the second rather than speak to a single audience.
Gifting specific toys for the children of guests ties the brand to a family moment, so any UGC content that follows carries a personal association rather than reading like an event recap.

Creative & Execution System

Partners

  • House of Comms

Participation mechanic

  • Guests at the launch event were gifted specific Jellycat toys for their children, which was intended to prompt further UGC content carrying personal associations with the brand.

Creator role

  • Tia Lineker
  • Carmel Harrison
  • Samantha Francis
  • Ola Farahat
  • Basma Hamze
  • Tamara Farra
  • Nadya Hassan
  • Raquel Zaatar

Results & Evidence

MetricValue
Media & Influencers22+ media & influencers
Pieces of Coverage110+ pieces of coverage
PR Value (USD)$193K+ PR value
Reach5M+ reach

Why House of Comms' strategy worked

  1. 1

    Gifting toys for the children of guests rather than for the guests themselves gives attendees a personal reason to post, because the product enters family life after the event rather than staying on the event table.

  2. 2

    A market launch with uneven brand familiarity can be split by voice rather than by campaign, so attendees known to expat communities carry existing affection while paid Arab influencers carry the introduction to a new audience.

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