Elite Supps UAE: an e-commerce store and social media strategy for a UAE launch

The starting point

Elite Supps is an Australian sports supplement brand. Its UAE arm, Elite Supps Food Supplements Trading L.L.C, brought the brand to the UAE and needed two things at once for the launch: a local online store where customers could buy in dirhams, and a social media strategy that would build awareness and send people to that store.

The range covers protein, creatine, performance products, health and vitamin products, and shakers, with many products sold in several flavours and sizes. The customers are gym-goers, and most of the buying happens on a phone. The store had to work on that small screen first.

The approach

Old Port treated the store and the social strategy as one project rather than two separate briefs.

The store

The UAE store at elitesupps.ae was built on Shopify. The catalogue was set up with shop categories that match how people look for supplements: sale, protein, performance, health and vitamins, creatine and shakers. Product pages carry flavour and size options, so a customer chooses a variant on one page instead of searching through near-identical listings, and all prices are shown in dirhams.

The social media strategy

For the launch, the strategy set out who to talk to, the content pillars, and how social media, creators and the store work together. The aim was that attention on social turns into store visits and orders, rather than likes alone. Our social media management work follows the same principle: every piece of content should point to a clear next step.

Key decisions

Mobile first

The store was designed so a gym-goer can find a product and check out quickly on their phone. A launch store that is awkward on a phone loses the customers that social media sends to it.

Categories that match the shopper

Grouping the range into sale, protein, performance, health and vitamins, creatine and shakers mirrors how customers already think about supplements, so a first-time visitor can find what they came for quickly.

Variants on one product page

Supplements come in many flavours and sizes. Keeping those options on a single product page keeps the catalogue tidy and makes comparison easy.

Store and social planned together

A store and a social plan built separately usually leak customers between them. Designing them together, with the same audience, products and promises, means the person who taps through from a post lands on what they were shown.

What was delivered

• A Shopify store for elitesupps.ae with prices in dirhams.
• Product catalogue setup across sale, protein, performance, health and vitamins, creatine and shakers, with flavour and size options.
• A social media strategy for the UAE launch covering audience, content pillars and how social, creators and the store connect.
• A launch content plan.

The store build sits within our web development service.

Where it is used now

The UAE store is live at elitesupps.ae with its full catalogue, priced in dirhams and supported by the launch social media strategy. The project is documented on athuliyjujacob.com, where the live website captures remain the client's own.