Sephora Ramadan Truck
The Objective
The key goal of the campaign was to raise awareness about the Exclusive Ramadan Sets that were available in the GCC region.
Our Approach
This Ramadan, the city was buzzing with the arrival of the “Majlis on Wheels” - a mobile Ramadan Truck that rolled up to influencers' homes, bringing with it an unforgettable experience! The truck was packed with fun and flair, offering interactive experiences like intricate Henna designing, trendy claw-clip customization, a playful photobooth activation, and to top it all off – each influencer received a personalized Qahwa cup, beautifully engraved with their name.
But the magic didn’t stop there — the Majlis on Wheels also made its way to eight of the city’s hottest hangout spots, including:
- Rascal’s Bakehouse, Wasl Square
- Curated Playlist
- IJAZA
- Majlis, Madinat Jumeirah
- Majlis, One & Only Zabeel
- Coco Lily’s
- The Square, Nad Al Sheba
- Moonlight Majlis, Zahia City Centre
One of the most buzz-worthy moments? The Rascal’s Bakehouse x Sephora collab - where a purchase at the Bakehouse unlocked access to the Sephora Truck. Visitors got to enjoy curated experiences, play an epic Spin-the-Wheel for a chance to win free Sephora goodies, and explore beauty like never before!
Sephora teamed up with the Insta-famous Coco Lily’s Café for a next-level sensory experience. Guests were treated to ice cream drizzled with chocolate “foundation” and Eau De Mocktails, inspired by signature Sephora fragrances
The Ijaza Cafeteria held at Jumeirah 1 Beach Road, combined traditional late-night bites with Sephora’s beauty magic, offering a unique blend of culinary and beauty experiences.
The PR strategy followed a three-pronged approach: a teaser phase with a ‘Save the Date’ media alert and truck roadmap, media visits for first-hand experiences and content creation, and strategic press kit distribution to drive impactful coverage and strengthen media relations.
Execution Highlights
The Majlis on Wheels began on 14th February 2025, Hag Al Laila, and went on till 3rd April, 2025.
The truck visited 64 influencer’s homes and had 110 influencers visit the public spots locations. Out of these influencer collaborations - one was paid, Mariia Vehera, with over 2.8M on TikTok (mariavehera257), her video showing the Rascal’s Bakehouse Sephora Menu crossed 1M+ views on IG & TikTok.
Media coverage was secured in key titles likes Time Out Dubai, Lovin Dubai, Sheer Luxe ME, Mille World, Fact, Rave, Jamalouki, Dubai Pike Gulf Buzz, Social Kandura etc. with a reach of xxx
Learnings
The "Majlis on Wheels" successfully merged beauty, fun, and festive vibes, creating a memorable experience for Dubai residents and visitors during Ramadan.
- Experiential Marketing: Interactive elements like henna, claw-clip customization, and photobooths boosted engagement.
- Strategic Collaborations: Partnerships with Rascal’s Bakehouse and Coco Lily’s Café created viral, sensory-driven content.
- Influencer Power: 64 home visits + 110 influencer appearances at public spots drove buzz; Mariia Vehera’s content hit 1M+ views.
- Cultural Relevance: Aligning with Ramadan traditions added authenticity and local resonance.
- Mobility = Reach: The traveling format allowed Sephora to blend private moments with public activations citywide.