All work

Modon Holding

Every Post With Purpose

A winning social media pitch for Modon Holding, a newly formed Abu Dhabi master developer, turning a scattered set of accounts into one credible, forward-looking brand.

Client
Modon Holding
Date
April 2025
Brief
Social media strategy & management
Outcome
Won
Aerial view of a Modon community with the line: a unified yet flexible social media structure becomes essential.

The brief

Modon, backed by ADQ, was entering a new chapter: integrating real estate, ADNEC Group, communities, hospitality and more under one holding brand. The RFP asked for a benchmark of industry peers, a recommended content and brand approach, and a strategy that cements Modon as a major international group.

The audit

There was no holding account at all. Corporate and consumer content were mixed together, the roles of Modon Holding, Modon Properties and ADNEC weren’t defined, and a handful of asset pages had simply gone quiet. Peers like Emaar, Dubai Holding, Majid Al Futtaim, Aldar and Lendlease mostly posted the same thing everywhere, in a broadcast-first, corporate tone with little human story.

The structure

A dual-layered model: a Modon Holding page that carries purpose, vision and strategic milestones, with sub-sector pages for residential, commercial, tourism and logistics that speak directly to homeowners, investors and tenants. Clearer brand communication, more flexible content, sharper targeting.

The voice

Lead the conversation, don’t just join it. Polished, but able to speak to the public as well as stakeholders; authoritative, but real. Social’s job is to amplify delivery, lead on urban vision and educate on how complex systems work, through three pillars: Performance in Progress, Vision in Practice and Ecosystem in Focus.

Six series to prove it

  • From Masterplan to Milestone. Walkthroughs that show promises being kept.
  • Behind the Build. The technology and methods behind each project.
  • Tech in Spotlight. Smart infrastructure that quietly solves everyday problems.
  • Designing the Next 10 Years. An editorial film narrated by leadership.
  • One System, Many Players. The people across disciplines who make a project happen.
  • A Day in a Connected Community. Life inside a Modon destination, hour by hour.

Then every platform gets a job: LinkedIn is the business news, Instagram the visual storyteller, TikTok the insider view, YouTube the content library, and Facebook the community hub. Targets were set to beat industry benchmarks.

“Every format, every platform, every post should serve a distinct purpose.”From the strategy, for Modon
The recommended dual-layered model: Modon Holding above sub-sector pages for residential, commercial, tourism and logistics.
The dual-layered model.
Three content pillars: Performance in Progress, Vision in Practice, Ecosystem in Focus.
Amplify, Lead, Educate: three pillars.
Content idea: From Masterplan to Milestone.
From Masterplan to Milestone.
Content idea: Designing the Next 10 Years, an editorial film led by a C-suite narrator.
Designing the Next 10 Years.
Content idea: Tech in Spotlight.
Tech in Spotlight.
Content idea: One System, Many Players.
One System, Many Players.