The Story
Jawwy is an innovative, digital-first mobile plan from stc (Saudi Telecom Company) – the Gulf’s number one telecommunications brand. This year Jawwy partnered with Snapchat to engage with its audience of young, digitally savvy Saudi youth to celebrate Ramadan & Eid by creating timely, unique and immersive experiences using Snapchat Lenses.
The Solution
Starting April 1st, Jawwy ran multiple Snapchat Lenses at key moments during the daily Ramadan cycle – Fasting Time, Iftar and Suhour. The objective was to fuel and celebrate key moments in the Ramadan calendar that unify and bond the Saudi community and showcase their values and traditions during a time when audiences are most receptive.
The Results
The use of Snapchat AR Lenses succeeded in significantly driving brand metrics across the funnel. The Lenses reached 5.2M unique Snapchatters during the busy month of Ramadan, increasing brand favorability by 5 pts and the brand imagery attribute by 2 pts. Following the success of the Ramadan activity, Jawwy introduced an Always-on AR Lens strategy and planned two lenses per month, a gamified Lens in the first week of the month to build brand engagement and a product Lens in the last week to coincide with salary week and the peak monthly sales period. Between May 20th and June 20th 2022, the Always On AR Lens campaign drove nearly 3,000 sales of Jawwy SIMs online.
“Ramadan is a busy month for telcos in Saudi Arabia, so this year Jawwy wanted to promote itself in a way that would cut through to our young Saudi audience. Snapchat was an obvious choice as we know our audience are big users of the platform and that if we were able to create unique and immersive Lenses, we would definitely get traction. The use AR lenses to put the customer at the centre of the ad experience proved to be great success across all funnel metrics,” said Andrew Williams – VP digital sales and communication at Jawwy from stc.
