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posted on Nov. 06, 2025 at 9:00 amNov 6, 2025

How Tawuniya’s Saudi National Day campaign gained 5 million impressions on X

posted on Nov. 06, 2025 at 9:00 amNov 6, 2025

Targeting X users residing in Saudi Arabia, the campaign allowed the hero video’s message of national unity to stand on its own, creating a more genuine and direct connection with the audience.

Tawuniya

As the Kingdom celebrated its 95th National Day, leading insurance provider Tawuniya successfully united millions in a shared moment of national pride through a focused and powerful digital campaign celebrating its employees.

For brands, Saudi National Day is a time to connect with the public on a deep and authentic level. Tawuniya, a cornerstone of the Saudi business landscape and the largest insurer in MENA region, set a clear and heartfelt goal for the occasion: To celebrate this important day with the people of Saudi Arabia. The mandate was to move beyond simple congratulations and create a shared experience.

The strategy centred on a single, compelling piece of creative —a hero vid

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Tags:Advertising Campaign Creatives employees hero videos Identity KSA marketing patriotism Saudi Arabia Saudi National Day spirit of Saudi Arabia Tawuniya The Work TTP Unity X

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.