Who remembers the 2016 “My Mother, My Heaven” campaign by STC? Few commercials in the Kingdom, or worldwide for that matter, have ticked all the boxes of resonance such as this. Emotional storytelling? Check. Cultural connection? Check. Authenticity? Check. The result was a deeply impactful, memorable advertising campaign that left a lasting impression on Saudi society.
Eight years after this viral ad was released, the formula for this campaign remains as relevant now as it was then.
The desire for real human stories amidst the clutter of brand messages and product pushes has increased as consumers look to preserve precious, authentic connections within their closest circles. But now we are playing in a different playing field.
Understanding the behaviour of Saudi audiences
Social and digital channels are changing the game of how we present these stories. And, with social media ad spending in KSA set to reach $522 million by 2028, platforms such as Snapchat hold tremendous potential to offer significant reach and returns in the coming years.
Saudi Arabia’s rapid digital and societal transformation means the lives of younger Saudis are significantly different from those of their parents, and unrecognisable from those of their grandparents. Never has there been more choice of education, career paths, travel, entertainment and places to live, and life continues to change at breakneck speed. But the communal nature of the country’s society still relies on the absolute need to stay connected. The message of “My Mother, My Heaven” is still integral to Saudi society. And here’s where we come in.
Saudi Snapchatters open their app, on average, more than 50 times per day. It is one of the most popular social connectivity apps in KSA and we reach more than 90 per cent of 13- to 34-year-olds in the Kingdom. We’re the platform where the GCC audience connects with true friends and family – including mothers and grandmothers – share experiences and make memories.
Snap has always been built on this premise. Even as we evolve, our focus remains on our original aims: fuelling authentic connections that mimic real-life interactions in a pressure-free environment. This approach is working.
Connections keep communication going
So, where’s the link between authentic connections and advertising? It’s the integral reliance on real connections. This is how advertisers can reach their target audience. Again, let’s refer to the advertising landscape, not just in Saudi Arabia, but across the globe.
According to a recent DHL report, Snapchat is the number one app shoppers use to share what they have bought with friends and family: 41 per cent higher than competitors’ averages.
And an environment built around close families and friends – the Snapchat environment – makes people happy and engaged, and therefore statistically more likely to remember ads, purchase from advertised brands, and recommend those brands to friends. That’s a lot of opportunity for advertisers to reach potential buyers, translating to real influence and powerful results for brands.
Leverage new technologies
Stepping further into the digital revolution, there’s the additional influence of augmented reality (AR). Globally, AR delivers almost double the levels of visual attention compared with the non-AR equivalent, and in the KSA market, AR content experiences on Snap lead to a 94 per cent higher conversion rate.
When marketers add AR to traditional Snap Ad videos, brands earn 31 per cent incremental reach. That’s a considerable effect.
Overall, social connectivity platforms such as Snapchat have fundamentally changed the way brands speak to their audiences – especially in markets such as Saudi Arabia, where community connections matter so much. Trust and transparency are key, and this is enabled by users being able to show their authentic selves.
Real, meaningful connections translate to real, meaningful influence in the advertising world, where Snap users are brand advocates and a formidable force in the market.
By Abdulla Alhammadi, Managing Director, Snap Inc. KSA
