Beautyworld Middle East


How Influencer Marketing Helped Drive A 28% Increase In Visitor Numbers At Beautyworld Middle East

Beautyworld Middle East is the largest international trade fair for beauty products, hair, fragrances and wellbeing in the Middle East.


In recent years Beautyworld Middle East was noticing a flat-lining of visitor numbers attending the exhibition. The team knew that the traditional tactics employed in the past, such as direct mailing and print advertising, were not creating the same engagement and contributing to the level of awareness that needed to grow the show in the future.

The Beautyworld marketing team had only recently began to promote their event with dedicated social media accounts and paid advertising, and had begun to notice tangible results. To further support their online communications they believed there was an opportunity to engage with social media influencers to promote the exhibition.

The goal was to significantly raise the level of brand awareness for the exhibition, however the major challenge was to source influencers that could allow Beautyworld to access a broad professional audience whilst avoiding the percep

How Influencer Marketing Helped

Str8fwd’s brief was to contract key influencers with relevant and engaged followers on various social media platforms like Instagram and Snapchat to promote the event.

After eliminating a number of potential influencers, Str8fwd identified two ideal candidates that fit the client’s requirements, Samira Olfat the Max Factor Arabia Brand Ambassador in the UAE and Nilo Haq, Owner and Founder of Saudi Beauty Blog. Both provided access to the professional audience the client requested.

Str8fwd worked in collaboration with the Beautyworld team and influencers to create engaging content that would fit natively within each platform, along with establishing KPI’s for the campaign.

Results, Return On Investment & Future Plans

The campaigns for both influencers began two weeks prior to the event, and included multiple images with text on Twitter, Instagram and Snapchat. Blogs were also created and shared on Nilo Haq’s own blogging site, and Samira Olfat created Snapchat stories on-site at Beautyworld Middle East on each day of the show.

With post show analysis complete the client concluded that our program delivered the following –

• Contribution to 28% increase in 2016 visitor numbers

• Combined social reach of 844,572 audience

• Average 3.3% engagement rate across social platforms

• 3.11 minutes reading content hosted on the influencers personal blog



Messe Frankfurt


26 October, 2018


Influencer Marketing