In celebration of the 90th Saudi National Day, a number of Snapchat clients launched several campaigns dedicated to this special occasion, creating engaging lenses for the platform to drive excitement and a sense of unity amongst Saudi Snapchatters. The AR tools were developed with the aim to bring back the hype to the Saudi people following the pandemic and inspire the world with KSA optimism, resilience and accomplishments. In addition, engagement with the lenses helped drive sales and deliver business objectives.
Run around the KSA National Day period, more than 20 lenses were activated on the app by different partners – including STC, Abdul Samad AlQurashi, Mobily and others – 12 of which were dedicated for the occasion, generating over 355,000 hours of AR playtime.
Bander Momenah, Media Investment Section Manager, STC said: “Snapchat is a platform that allows users to share their stories in a unique way. With that in mind, we wanted the Saudi people to celebrate the Saudi National Day in their unity and own unique way of celebrating their country despite being distant from each other because of the Covid-19 restrictions. This could only be achieved with our partners at Snapchat as they worked closely with us to continuously provide our customers with new and innovative experiences”.
Mohammed Faisal, Head of Digital Marketing, Abdul Samad AlQurashi group, said: “Our partnership with Snapchat has helped us to interact with our customers throughout the year and share with them special occasions and moments such as the Saudi National Day. This campaign is a testament that Snapchat provides a unique platform that allows brands to reach their wider audience in a creative and engaging way.”
Abdullah Alhammadi, Regional Business Lead, Snap Inc. said: “We remain committed to supporting the Saudi community through our platform, as the Kingdom is one of Snapchat’s key markets in the region. Snapchat provides brands with the tools to increase their visibility and consumer interaction, allowing them to connect with users in a way that is both authentic and valuable to them.”
Mohamed Kabbani, KSA Creative Strategy Lead at Snap Inc. said: “Snapchat has been playing an increasingly important role in connecting brands in KSA with their wider audiences and helping them achieve maximum impact, using its unique set of AR tools and services. Our aim is to continue investing in AR and bring the best experiences to Snapchatters in KSA, in line with our vision of reinventing the camera and improving the way people live and communicate.”
Lenses are among Snapchat’s creative AR tools pioneered by the platform and used by Snapchatters across the world to stay connected with their favourite brands, friends and loved ones in a fun and entertaining way. In KSA, Snapchat reaches 90% of 13-34-year-olds and nearly 90% of KSA daily users interact with Lenses every day.