Almosafer
One of the Middle East’s leading omni-channel brand Almosafer recently partnered with Snapchat to drive mass reach and boost performance during a hugely competitive time in Saudi Arabia’s commercial calendar. In a move that proved the power of First Snaps, the brand achieved all that - and more.
Almosafer knows the importance of the customer journey. The proof? Its long-term partnership with Snapchat. By leveraging the platform, it has created inspirational travel content, acquired customers and driven global conversions with ease. Recently, the brand decided to differentiate its communications ahead of Eid al Fitr, so it maximized Snapchat’s influence in the GCC.
To showcase its travel promotion during a key cultural moment in Saudi Arabia, Almosafer used both a First Snap and a DR campaign. By using First Snap, Snapchat’s premium takeover format, Almosafer was given the most prominent position on the platform. Its messaging was not only delivered in a full-screen vertical video directly into Snapchatters’ inboxes, it was also the first ad seen by Snapchatters’ in the Chat Tab, where they connect with close friends and family. This meant Almosafer could achieve massive reach in a short period of time, drive strong awareness, and deliver meaningful business results — all in a highly engaged, mobile-first environment.
As the First Snap achieved huge reach, this was then followed by a Direct Response campaign, which targeted specific users based on their consumer journey, optimising towards Installs Almosafer's App and ultimately buying the flight, hotel or travel experience on offer.
Almosafer's First Sponsored campaign was a resounding success, achieving 13.6M paid impressions and reaching 12.8M Snapchatters. The daily average reach of the DR campaign increased by 129% while the spend level only increased by 24%.
The First Snap approach successfully acquired new audiences and prospective customers, which subsequently converted a higher percentage of users, at a more efficient cost. Specifically, the brand increased ROI by 52% and reduced CPA by 34%.
As anticipated, this approach achieved mass reach, but also delivered a positive impact on Almosafer’s performance campaigns. Win win.
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