Home Centre Ramadan Campaign Delivers Record Breaking Offline ROAS in KSA and UAE

Home Centre is one of the leading home retailers in the Middle East, North Africa and the Indian subcontinent. Home Centre offers an extensive range of furniture, home furnishings, home accessories, bed & bath items and kitchenware. 

Home Centre and Assembly collaborated with Snapchat to activate a winning go-to-market strategy for Ramadan covering a full cycle of activations that started 1 month prior to Ramadan.

The objective of the campaign was to promote the new brand identity and drive traffic to stores.

Home Centre and Assembly adopted AR in UAE, Snap Ads and Story Ads in UAE & KSA.

They activated AR to inspire and engage with UAE Snapchatters and promote their offers, leveraging Snapchat Ads Manager Lens Web Builder feature.

Along with that, in order to drive traffic to stores in both markets, they diversified their video content using a combination of new brand identity creatives and creators' videos through Snap Ads and Story Ads.

Home Centre and Assembly set-up for Conversions API, a privacy led server to server integration to track conversions in stores. In parallel, a Brand Lift study was set up to measure brand metrics such as Brand Awareness, Ad Awareness, Brand Favourability and Action Intent.

Thanks to Conversions API, we were able to measure the incredible ROAS generated from offline activations. 

Overall the campaign generated a 29.5X ROAS in KSA and a 75X in UAE.¹

Through the camera, AR Campaigns drove a offline ROAS of 50.32 in UAE.²

Through content and Creator's videos, which ran in addition to the brand campaign, they drove on average a 2.1x higher ROAS vs other videos in both markets.³

First Commercials delivered great results as well with +5 pts lift in brand awareness, + 4pts lift in ad awareness, +9 pts lift in brand favourability and +6 pts lift in action intent. 20% of users were reached incrementally with First Commercials.