Glitch World is a youth-focused digital art exhibition project built around strong visual identity, pop-culture relevance, and community appeal. Encore was tasked with delivering integrated promotion through influencer marketing, digital advertising, and PR to expand reach, strengthen awareness, and attract engaged audiences across the Middle East, with key focus on UAE and KSA. The project prioritised audience quality, channel efficiency, and testing hypotheses that could support future scaling.
Glitch World by Aniline Studio
Building media visibility and audience momentum for a digital art exhibition across the UAE and KSA.
About case
Client
Aniline Studio
Category
Before our involvement, key challenges included:
- The need to build broad awareness fast in a crowded lifestyle and entertainment space.
- Reaching the right youth and interest-based audiences rather than generating low-quality mass traffic.
- Balancing regional visibility with practical performance in priority markets such as UAE and KSA.
- Testing which channels, creators, and languages could deliver the strongest results.
- Building excitement around the event while keeping acquisition costs efficient.
- Turning visibility into actual registrations and attendance, not just impressions.
Our Goal
- Expand project awareness across UAE and KSA.
- Build a strong media and influencer presence around the event.
- Drive high-quality traffic and registrations through paid digital campaigns.
- Identify the most efficient audience, channel, and creative combinations for future launches.
What We Did
1 — Activated influencer marketing to generate organic visibility
We worked with 11 influencers whose combined potential reach was approximately 3.1 million followers. The campaign delivered a strong organic effect without paid amplification and helped generate real audience interest through content integrations and story placements. Influencer activity resulted in 160,000 views and 2,040 sticker clicks, confirming active response from the audience.
2 — Built a multi-format PR and media coverage system
We secured a broad media presence through both paid and organic placements. The campaign included 12 paid publications and 38 organic placements across media and social platforms, reaching a total of 46 placements. Coverage included key regional titles such as Gulf News, Khaleej Times, Lovin’ Dubai, Layaina, Al Qiyady, UAE Moments, and others.
3 — Launched performance campaigns focused on lead generation
We ran digital advertising campaigns that delivered strong cost efficiency and exceeded initial lead generation forecasts. With a total ad budget of 17,877.76 AED, the campaign reached more than 230,000 unique users with stable frequency and strong lead volume. The average CPL was 6.13 AED against an expected benchmark of 20 AED, while the best-performing ad combinations reached 3–4 AED per lead.
4 — Tested audiences, geographies, and language-based creative performance
During optimisation, we tested four audience groups in Dubai including anime fans, gamers, cosplay communities, and art audiences, using creatives in both English and Arabic. English-language campaigns delivered significantly lower CPL, while Arabic tests were substantially more expensive, which led to shifting the main lead generation focus to English.
Results & Impact
Audience growth
Influencer collaborations delivered a combined potential reach of around 3.1 million followers and generated 160,000 views with 2,040 sticker clicks. Paid campaigns also helped grow the project’s Instagram and Facebook by 385 new followers at an average cost of 2.57 AED per subscriber.
Performance & financial efficiency
The influencer budget totalled 41,590 AED, with an average view/reach cost of 1.67 AED and an average engagement cost of 21.70 AED. Digital ads outperformed expectations with an average CPL of 6.13 AED versus the planned 20 AED benchmark, while the strongest ad sets achieved 3–4 AED CPL
Media and brand visibility
The PR campaign delivered 46 placements in total, including 30 media articles and placements across 16 social media accounts. Combined media and social reach totalled 75,113,331, with 53,959,236 from media articles and 21,154,095 from social coverage. This gave the project broad regional visibility across multiple languages and formats.
Conversion quality and launch impact
Out of 2,918 generated leads, 1,597 users confirmed registration, showing that the traffic was relevant and well-targeted. Average attendance conversion by day reached 16.8%, with a peak of 26.6% recorded on opening day.