Overview
TGI Fridays partnered with Fireflies to establish a consistent influencer marketing approach in the UAE. The goal was to build long-term visibility through creator-led content that could speak to different audience segments while staying aligned with the brand’s identity.
Client
TGIF
Scope
Influencer Strategy · Always-On Campaign
Media
The Challenge
The brand needed an influencer strategy that went beyond one-off campaigns. Content had to remain fresh month after month, reach a wide range of audiences, and allow creators enough freedom to keep their output natural and engaging.
The Work
Fireflies developed and managed an always-on influencer strategy built around diversity and continuity. A mix of Gen-Z creators, family-focused influencers, and food reviewers was engaged to reflect the different ways people experience the brand. Monthly macro-themes provided structure, while creators were given flexibility in how they interpreted and delivered content. The strategy focused on maintaining regular presence rather than isolated peaks, allowing the brand to stay visible across different audience groups throughout the year.
The ongoing approach delivered strong reach and engagement across influencer content
Influencers Activated
Total Reach
Engagements
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