Client Name

A.A Joyland

Faculty Advisor

Rakhshanda Mustafa

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP falls under the Thought Leadership Area of “Entrepreneurship and Innovation.” By designing a customized social media strategy framework adapted to the cultural context of Pakistan and the UAE, the project supports innovative thinking in branding, customer experience, and multi-brand digital integration. The application of global frameworks to local realities demonstrates how businesses can evolve through data-driven, creative approaches to marketing.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

The present project corresponds to SDG 8:Decent Work and Economic Growth, as it will enable local entertainment businesses to enhance their online presence by improving their digital resources as well as obtaining more footfall after establishing a social media presence.

NDA

Yes

Abstract

This Experiential Learning Project (ELP) developed a comprehensive social media strategy framework for A.A Joyland, a leading family entertainment company operating multiple subsidiaries including Super Space, Bounce, Peek A Bear, and Giggle Town across Pakistan and the UAE. The primary objective was to analyze how social media platforms can enhance brand visibility, foster customer engagement, and drive footfall across all entertainment spaces. The research employed a mixed-methods approach incorporating literature review of five theoretical frameworks, case study analysis of 11 global theme parks, comprehensive social media audits of four subsidiaries, and consumer survey data from 58 respondents across 14 questions. Key findings revealed significant gaps in A.A Joyland's current social media presence, including inconsistent branding across platforms, low engagement rates compared to industry benchmarks, minimal video content utilization, and limited audience interaction. The literature review identified the Honeycomb Framework, 5C Social Media Strategy Model, RACE Framework, Disney's "Content, Community, Commerce" approach, and PESO Model as applicable theoretical foundations, though adaptations for Pakistani/UAE markets remain under-researched. Case studies of successful theme parks demonstrated the critical importance of platform diversification, engaging video content, influencer collaborations, and user-generated content campaigns. Through the social media audit, it was disclosed that although the A.A Joyland maintains the presence on the large platforms, the performance is not strategically unified. Super Space provided visually well-composed contents, yet it had uneven posting, Peek A Bear had the issue of branding inconsistency and broken links, Bounce had active engagement and cross-platform contents were identical, and Giggle Town was effective at conducting seasonal campaigns, but too many hashtags were used. Consumer survey findings showed that there was high preference to video content especially on Instagram and Tik Tok where families wanted an authentic experience and the behind the-scenes part. The strategic steps will be the introduction of a cohesive content strategy that will focus on video first and include 50% of Reels content on Instagram, optimization of the platform according to the needs of Gen Z thrill-seekers and young families, and the implementation of collaboration programs with influencers and an activity to integrate user-generated content. According to its framework, the effective method of raising brand awareness by 40 % in a period of six months will be introduced with the help of specific engagement plans, a consistent brand application, and optimized performance content. The timeline of implementation consists of six stages in 14 weeks, the success measurements include 30% follower growth, 8 percent rates associated with engagement, and 200+ user-generated content materials to be submitted. The study is significant in the development of the subject of social media strategy adaptation in multi-brand entertainment enterprises in the emerging markets with practical recommendations of achieving measurable results of business strategies through effective digital strategizing.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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