Eyewa’s Saudi National Day 95 campaign delivered significant impact across awareness, engagement, and in-store traffic. The activity reached over 40 per cent of the Saudi population through a Snapchat burst takeover, doubled in-store footfall, generated a +360 per cent uplift in social engagement, and drove a month-long positive ROAS. The brand also recorded a sustained rise in TikTok organic viewership and a spike in search volume during and after the campaign period.
The campaign also featured a high-visibility OOH stunt: the unveiling of what is now recognised as the world’s largest pair of sunglasses (5m x 2m), which toured Riyadh, Jeddah and the Eastern Province, amplifying National Day visibility and driving organic content creation.
The campaign idea
Centered around the message “We See the Same”, the campaign tapped into shared identity and unity – a core sentiment surrounding National Day. By using AI to reinterpret Saudi cultural motifs, eyewa positioned technology not as a novelty, but as a medium to reflect and celebrate collective heritage.
The brand launched two hero assets:
- A National Day AI-powered film expressing unity through shared vision and cultural pride
- A promotional video spotlighting eyewa’s Buy One Get One offer and eyewa Pro membership benefits
Both were produced in collaboration with Singapore-based boutique studio The Meek Club, with creative development led in-house.
The strategy ran across two phases:
- Brand awareness (10–24 September): Keep eyewa top-of-mind during the lead-up to National Day.
- Sales activation (17–30 September): Drive conversion through the “More is More” B1G1 offer and build uptake of the eyewa pro program.
Both objectives were met and exceeded expectations. The results were as follows.
Eyewa’s campaign results
- 40 per cent + national reach via Snapchat Burst takeover
- +360 per cent social engagement vs. regular period
- 2x increase in store footfall
- Significant search volume uplift during & post-campaign
- Positive ROAS across the month, despite peak retail competition
- +20 per cent new-user acquisition during the awareness phase
- Organic TikTok growth continued beyond the campaign window
Video formats performed strongest, with multiple duration variants (6s–30s+) allowing platform-level optimisation of CTR and CPO.
To localise celebration and community presence, eyewa activated across major cities with limited-edition National Day eyewear collection, city car fleet engaging communities with giveaways, immersive in-store décor and festivities as well as exclusive in-store and online offers
Credits
- Project Lead: Cathriona Nolan, Brand Marketing Director
- Art Direction: Armand Mehidri
- Agency on Record (AI video production): The Meek Club, led by Nicole Lee Ploberger
- Executive Producer: Marcos Medvedov, Viartco
- Director: Georg Blume
