Chill vs. Thrill

Rove Al Marjan Island

Rove Hotels was opening its first-ever island property, and its debut in Ras Al Khaimah.

The ask sounded simple: one influencer deliverable.

But launching a new hotel, in a new market, with a single post? That risked being a one-and-done drop, lost in the scroll. Our challenge was clear:

turn a simple brief into launch awareness that sticks.

We reframed the brief from ‘one influencer post’ into an episodic social format.

A spin-the-wheel mechanic created a narrative hook.
Two recurring characters anchored continuity:
- The Rove Guy → playful host, representing the brand.
- Basil, the creator → the guest voice, representing the rest of us
Each episode contrasted island chill (pool, beach, sunsets) with Ras Al Khaimah thrill (ziplines, water sports, mountain hikes).

This dual-character spine gave the content both brand personality and audience relatability, ensuring recall and return viewership.

Sep 13, 15, 17 across @baselgazi @rovehotels, @visitrasalkhaimah, @visitjebeljais, and talent handles.

Go-live:

Watch Episode 1

Watch Episode 2

Watch Episode 3

Shot over

days, the content leaned into character-driven storytelling:

This dynamic made the format feel both authentic and entertaining: a brand with personality meeting a real guest’s perspective

Format over deliverable

a three-part series built episodic recall, not one-off visibility.

Format over deliverable

the content positioned Rove and Ras Al Khaimah as part of the same experience.

Format over deliverable

created a repeatable format for future Rove launches.

+123K video views in under 7 days
Strong completion rates → proof audiences stayed with episodic content.
Positive client feedback: “All three episodes look great!” — Shayaan, Rove Hotels