Case Study: Content Strategy

FARFETCH | Tech & Luxury Fashion

The challenge

FARFETCH needed a unified content strategy for the Middle East and Africa that aligned brand communications across channels while accounting for regional nuance, language, and audience behavior. Global content often lacked cultural relevance and, at times, sensitivity, creating a disconnect with MEA audiences. This gap impacted performance and left room for stronger regional competitors.

The approach

I led the development of a market-specific content strategy in both English and Arabic, aligning editorial direction, messaging, and timing across key touchpoints. The strategy focused on clarifying audience segments, defining a consistent narrative, and ensuring content worked cohesively across web, app, CRM, social, paid media, and campaign communications, rather than in silos.

Particular attention was given to cross-channel consistency, ensuring that campaign messaging, on-site content, and communications reinforced one another while remaining culturally relevant and contextually appropriate for MEA audiences.

The impact

The strategy strengthened alignment across teams and channels, improved clarity and effectiveness in communications, and supported measurable performance gains, particularly within CRM and campaign-driven content during key local moments such as Ramadan. It also established a scalable framework that balanced global brand consistency with regional relevance.