stc partners with Snapchat to effectively drive incremental reach over TV

The Story

stc is the biggest mobile operator in the Kingdom of Saudi Arabia. stc and their agency, UM partnered with Snap Inc. to gain a deeper understanding of the incremental benefits of advertising on Snapchat in a cross-media campaign environment. stc’s Ramadan 2021 activity that included corporate and postpaid campaigns were chosen for the partnered study. In the month of giving, the theme of stc’s Ramadan campaign was all about giving more. The message “give more” was delivered through a corporate video that ran across TV and social media.

The Solution

Snap Inc. commissioned Kantar to run a ‘cross-media study’ as an independent research to quantify the impact of Snapchat advertising in driving incremental reach and increasing awareness of stc postpaid, while strengthening the association of the brand with sustainability.

“Give More” was heavily communicated through TV and Digital channels to promote sustainability and encourage individuals to take action and be part of shaping the future.

The Result

Snapchat drove 10% of the overall campaign reach and contributed to 13.9% incremental reach over TV. Snapchat also drove 14% of the campaign impact on awareness metrics. Further, Snapchat worked synergistically with TV to deliver a third of the campaign impact on awareness of stc postpaid.

Most importantly, Snapchat drove 50% of the campaign impact on stc’s association with a brand that supports sustainability.

Faisal Shams, Sales Manager, Telco and Government, Snap Inc said, “During Ramadan, advertisers leverage multiple platforms and focus on equity type of campaigns to strengthen connection with people and highlight the value of their brand. This 3rd party research has shown us the incremental value brands can achieve when they invest on a scalable platform with premium content like Snapchat”.