Melon Online has been appointed to spearhead the digital marketing efforts for Society by SoFleur, a design-forward restaurant in Riyadh recognised for its visually driven identity and social-first brand philosophy.
Under the mandate, Melon Online will focus on strengthening the restaurant’s digital presence by enhancing content strategy, storytelling, and audience engagement across platforms. The collaboration aims to evolve Society by SoFleur’s digital ecosystem in a way that mirrors its lifestyle-led positioning, while staying culturally attuned to digital behaviours in the Saudi market.
The approach is centred on building upon the brand’s existing identity rather than redefining it. By creating a cohesive visual language, consistent narratives, and thoughtfully planned content, the strategy seeks to boost visibility, foster deeper interactions, and support long-term growth in Riyadh’s competitive hospitality space.
“Our objective is to translate Society by SoFleur’s unique atmosphere and brand ethos into a compelling digital presence,” said Majd Fakhry, Managing Partner at Melon Online. “The focus is on building an authentic online identity that connects with the audience in a way that feels natural, relevant, and aligned with how people discover and engage with lifestyle brands today.”
The appointment further strengthens Melon Online’s presence in Saudi Arabia’s lifestyle and hospitality sectors, as brands increasingly prioritise digital-first strategies to build community and relevance. With Melon Online’s support, Society by SoFleur aims to drive consistent engagement and sustain its position as a sought-after lifestyle dining destination in Riyadh.
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