Majid Al Futtaim - TAC UNIVERSE

Mastering Organic Growth and Cultural Relevance

For MAF Entertainment Brands

Client: Majid Al Futtaim
Industry: Entertainment

Overview

The Goal To shift MAF entertainment brands away from a reliance on paid media and instead build authentic, engaged communities through organic growth on high-growth platforms like TikTok and Instagram.

Drive Substantial Impact

Efficient audience growth and cultural relevance for three major MAF entertainment brands. Relying solely on paid media was unsustainable for building authentic communities. The core objective was to establish a dominant, engaging presence on high-growth platforms like TikTok and revitalize organic performance on Instagram.

SOLUTION

We implemented content strategy

Viral-First

Platform-Native

This involved shifting from traditional, highly-produced commercial content to an agile, trend-led approach focused on creating high-quality, authentic short-form video that was algorithmically optimized for discovery and immediate user engagement across all platforms.

THE STRATEGY

Becoming Platform Native

The core idea

was to stop interrupting the audience with ads and start entertaining them with content that looked and felt like it was created by a friend, not a brand.

1. Audience-First Content: Rapidly identify and participate in cultural trends, meme formats, and platform-specific audio challenges to generate viral content.

2. Platform Mastery: Tailor the execution to each platform (e.g., trend analysis for TikTok, community interaction and Reel-focus for Instagram).

3. Community-Driven: Leverage community management to convert viral reach into loyal, engaged followers.