Melon Online to lead digital marketing for Society by SoFleur
The digital marketing agency will support the brand’s online growth, with a focus on strengthening its content strategy, digital storytelling and audience engagement across platforms.
Melon Online has been appointed to lead the digital marketing strategy for Society by SoFleur, a design-led restaurant concept in Riyadh known for its aesthetic-led positioning and social-first approach.
The digital marketing agency will support the brand’s online growth, with a focus on strengthening its content strategy, digital storytelling and audience engagement across platforms. The remit centres on refining Society by SoFleur’s digital ecosystem to ensure it reflects the brand’s positioning as a lifestyle-led dining destination, while remaining culturally relevant and native to digital behaviour in the Saudi market.
Rather than repositioning the brand, the approach focuses on amplifying its existing identity through cohesive visual language, consistent storytelling and considered content planning. The aim is to enhance visibility, encourage meaningful interaction and support long-term brand growth within Riyadh’s competitive hospitality landscape.
“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 reflects Melon Online’s growing footprint within Saudi Arabia’s lifestyle and hospitality sectors, as more brands turn to digital-first strategies to build relevance and community. Society by SoFleur continues to strengthen its positioning in Riyadh, with Melon Online supporting its digital presence to drive consistency, relevance and sustained engagement across key platforms.
