The Saudi Arabian market is comparatively large and geographically dispersed. TireEx intended to introduce and launch its services predominantly across three major cities – Riyadh, Khobar, and Jeddah.
Inform and establish top-of-mind recall amongst consumers on TireEx’s services whenever the need to purchase new tires arose.
We developed a creatively inspired illustrative route incorporating 3D elements that visually depict the user journey via the website. Our character symbolized the core audience – a young Arab gentleman who was most likely to be the predominant user of a web-based platform to source tires for their vehicles.
Thought and consideration were given to the use of elements and colors to ensure that viewers instantly identified the campaign with TireEx as the brand.
Taking into consideration the social media behavior patterns of our target audiences, we strategically allocated resources across platforms such as YouTube, Facebook, Instagram, Snapchat, and Twitter as well as leveraged upon Google Display Networks and Google Search Ads during the month-long campaign.
Achieved an average View-Through-Rate of 34% for YouTube, more than double the industry average of 15%. Similarly, Twitter achieved seven times its expected engagement rate while the Ad Recall Lift rate for Facebook and Instagram was 3.55% and 4.57% respectively, higher than the typical average of 3%.
On Snapchat, the actual views were more than double the expected views with an average swipe-up rate of 0.66%. Considering the nature of the service being advertised, this is well above average.
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