[ Type ]

Performance Marketing

[ Description ]

Brand/Category: Latin Dance Classes in Dubai

Campaign Goal
To successfully launch Danceverse (a 15-year-old Latin dance academy from India, formerly Dance Central) in a brand-new market—Dubai—and position it as a premier destination for structured Latin dance education. The primary objective was to drive maximum attendance for their debut Open Day event, convert interested attendees, and establish local brand recall.

[ Year ]

2025

The Challenge

Danceverse was entering Dubai with no pre-existing audience, no competitor benchmarks, and no historical data.

This meant we had to start from scratch—identify the right platforms, understand consumer behavior, and drive high-intent conversions in a short window.

Platform Strategy & Execution

Based on early research, we focused on:

Meta (Facebook + Instagram) for video-based lead gen
Automated Chat for low-friction RSVP confirmations
On-Call Support to resolve last-minute queries

Stage 1: Platform Performance Testing

Google PPC: Low CTR (0.7%) → Eliminated
WhatsApp Ads: Placement restrictions → Eliminated
Facebook & Instagram Ads: CTR >1.3% → Retained & scaled

Stage 2: Creative Optimization

Static Posters: Low CTR, high bounce rates
Short Promo Videos (15–30 sec):
→ CTR rose to 2.15%
→ Direct message CTAs triggered instant conversions

Final Results (15 Days Before Event)

65+ Registrations
48 Attendees on Open Day
18 Full-Course Sign-Ups

Key Learnings

Urgency-based messaging works best in short-window campaigns.
Direct message CTAs convert better than landing page CTAs.
Video-first content consistently outperforms static creatives.
The audience in Dubai responds well to structure, premium positioning, and easy communication paths.

Conclusion

The campaign established Danceverse’s entry into Dubai with meaningful traction, proving that structured learning and curated Latin dance experiences appeal to Dubai’s high-income, time-sensitive audience. The insights gained from platform and content testing will shape all future regional rollouts, especially in new territories that lack prior brand exposure.

LATIN DANCE CLASSES IN DUBAI