House of Duaa is a premium home fragrance brand built on Middle Eastern tradition and modern luxury, offering waterless smart diffusers and heritage-inspired fragrance oils. I was brought in to build and scale the brand's entire social media presence from the ground up, turning a new luxury fragrance label into a recognizable, high-engagement brand on Instagram. The challenge House of Duaa entered a crowded home fragrance and scenting market where most brands compete on product shots alone. The goal was to establish a premium brand identity that felt as elevated as the products, grow an engaged audience from scratch, and turn social attention into store traffic and sales for a Shopify DTC business.

What I did I owned the full social media system end to end: Brand and content strategy: Defined a luxury positioning and visual language for Instagram that matched the heritage-meets-modern feel of the products, so every post reinforced the premium brand perception rather than looking like generic product marketing. Reel and short-form video strategy: Built a short-form video engine designed for reach, using scroll-stopping hooks, sensory storytelling around scent and atmosphere, and formats tuned to how the Instagram algorithm distributes Reels. Short-form was the primary growth driver. AI-powered content planning: Used AI tools to accelerate content ideation, caption writing, and calendar planning, allowing a consistent, high-volume posting cadence without losing brand voice. Content calendar and management: Ran a structured monthly content calendar across feed, Reels, and Stories, keeping posting consistent and on-brand. Conversion-focused campaigns: Designed content and campaign moments aimed at moving followers from discovery to the Shopify store, tying social activity to real brand and product awareness.