Social media strategy for Dubai based holiday home brand.

Petals Holiday Homes manages 150+ properties in Dubai across two Instagram accounts, one for hosts, one for guests, two completely different audiences. The properties were the easy part. The team had never been on camera, and it showed in every attempt before I came in.

So I didn't start with a script. I spent time getting to know them first, then wrote to who they actually were. The reels that came out of it, property films for guests, founder and team content for hosts- are live on both accounts and look like the people in them instead of a brand performing.

Host account, founder and team led. Real people, some humor, the reasons an owner hands over 150 keys. Built to make the team the reason hosts trust them.

Guest account — property led. The spaces, the vibe, what a booking actually feels like. Built to make a guest fall for the stay before they read a word.

Getting a camera-shy team on camera. I didn't hand anyone a script. I spent time learning the team first, then wrote to who they were, which is the only reason people who'd never filmed before could carry it.

The rest of the system. Editors and designers I directed built out reels and brand graphics to match each account's job.

More of both accounts below. [full gallery]