Zain Saudi Arabia and Snapchat have been close partners for the last few years. They’ve worked together on impactful marketing campaigns such as the 5G launch and the Shabab campaign. Throughout this partnership, Snapchat has developed a fluid way of working to help Zain achieve their ambitious growth objectives in Saudi Arabia.
Delivering on Zain’s marketing communication objectives became more challenging due to COVID-19, which has been the case for most brands across the region and around the world. During the month of April 2020, Zain focused heavily on raising awareness of its 5G footprint across Saudi Arabia and its key capabilities such as its incredible speed, very low latency, and overall capacity to deliver such speed across many devices.
In previous years, Zain would leverage outdoor media, among different media channels, to reach a high population in Saudi Arabia. However, due to COVID-19, outdoor advertising saw a decline in reach due to lockdowns and curfews which meant that people were staying at home more and driving much less.
With this in mind, Zain still needed to reach a very high number of users in the most impactful and visible way possible in order to communicate its 5G proposition. In order to assist Zain with marketing efforts, Snapchat recommended testing with a defined goal of reaching as many people as possible in a span of 4 days, similar to what Zain would do with an outdoor media campaign.
Their recommendation was to leverage the power of a Snapchat Platform Burst to reach at least 6M people in Saudi in that short amount of time. “By deploying the power of a Platform Burst, we reached over 8M people in 72 hours. In addition to the very powerful Platform Burst reach, we executed a national lens and audience lenses to build further reach. Overall the 5G Zain campaign was seen by 10.2M people in Saudi Arabia in just 4 days” – Brayden Ainzuain, Head of Product Marketing at Snapchat.
Overall Snapchat proved that it can deliver results for Zain and other brands in complex times by being creative and having a strong partnership.
As the current COVID-19 situation remains fluid and advertisers still need to drive marketing and business KPIs so Snapchat recommends taking advantage of their platform to meet these challenges and creatively find solutions. Their vast array of solutions such as Platform Bursts and National Takeovers through Lenses and Filters will help brands stand out while their video solutions inclusive of Commercials will help advertisers remain top of mind throughout the year.
Zain KSA Cases Study
The Story:
Zain KSA had a strong proposition for 5G subscription in Saudi Arabia. For quick awareness Zain usually invests in outdoor advertising to create impact and maximize reach. In light of the state of emergency in Saudi Arabia, due to COVID-19, Zain wanted a media/platform that could deliver quick reach to demonstrate their product superiority in 5G in Saudi Arabia.
The Solution:
Aided by Snap’s high penetration and popularity in Saudi Arabia, we designed a product package that could deliver this objective and directly rival top offline media in Saudi Arabia. The package included a Platform burst for 3 days, a national lens, and an Audience lens for 4 days.
The Results:
Zain 5G campaign was able to reach 10.2M[1] unique reach in 4 days only and increased daily 5G leads by 270%[2]
Creative Assets:
[1] Source: Snap Inc. internal data
[2] Source: Zain Internal data
