The Saudi Arabian telecom app Jawwy boosted ad recall by 3.7% and reduced its cost per purchase by 67% after adding Instagram Reels ads to its always-on Stories campaign.
Adding value to mobile
Jawwy is an app from Saudi Telecom Company that enables customers to personalise, monitor and manage their mobile plans in real-time.
“As we neared year-end, the pressure was on to push online sales, so we reached out to our partners at Facebook for support. The recommendation to combine Instagram Reels ads with our business-as-usual Stories campaigns proved a great success.” – Andrew Williams, vice president online sales and communications, JAWWY.
Boosting awareness and sales
Jawwy wanted to drive brand awareness and online sales across all demographics in the Kingdom of Saudi Arabia.
Reels for deals
Instagram is a popular platform in the Kingdom of Saudi Arabia, and an essential part of Jawwy’s “always on” media strategy. When Reels ads became widely available, Jawwy was among the first adopters, adding short Reels ads to its existing Stories campaigns.
Instagram Reels ads are full-screen, vertical videos that show up between regular, non-sponsored Reels. The Reels placement is the best place on Instagram for businesses and creators to reach people who don’t already follow them. As with regular Reels content, Reels ads loop and can be up to 30 seconds long. People can comment, like, view, save and share Reels ads.
Jawwy made the most of Reels ads’ engaging, immersive, mobile-first formats with a striking campaign that highlighted the best offers available for mobile contracts in Saudi Arabia in a short, lively animation.
After starting to use Reels ads in September 2021, Jawwy has recorded the following results with brand lift and conversion lift studies:
- 67% lower cost per purchase for Instagram Reels ads plus ads in Stories, compared to Stories alone
- 3.7% increase in ad recall for Instagram Reels ads plus ads in Stories, compared to Stories alone
“Not only can it be difficult to identify a role for emerging formats in the customer journey, but also how to quantify the true success. We were delighted this wasn’t the case, and saw exceptional results from the Reels activation.” Nadeem Ibrahim, digital director, UM KSA.