BYD's Snapchat Campaign Powers Successful Saudi Market Launch

Powering Up: The Plan to Expand

In February 2024, Al-Futtaim Electric Mobility took a significant step in its expansion strategy by launching BYD in Saudi Arabia. The timing was intentionally strategic, aligning with the country's Founding Day celebrations and extending into the holy month of Ramadan. That window was chosen to capitalize on the heightened consumer engagement and cultural significance of these occasions, with the primary objective focused on introducing BYD's new energy vehicles (NEVs) to a new market and creating a strong brand presence from the outset.

The decision to enter the Saudi market was driven by the increasing demand for sustainable transportation solutions and the growing acceptance of new energy vehicles (NEVs) in the region. Al-Futtaim Electric Mobility recognized the potential for BYD to become a key player in that evolving market, offering a range of innovative and eco-friendly vehicles to meet diverse consumer needs.

Snap into Success: A Multi-Phased Marketing Strategy

To effectively announce its entry into Saudi Arabia, AFEMC/BYD devised a comprehensive marketing campaign leveraging Snapchat’s unique capabilities. The campaign began with a bold first-story takeover, a move designed to immediately capture attention and inform users about BYD's presence and product lineup. The takeover wasn’t just about visibility — it aimed to generate an initial buzz and curiosity among potential customers.

The campaign's centerpiece was the Ramadan AR Mall, an inventive virtual showroom developed in collaboration with Snapchat. The digital space enabled visitors to interactively explore BYD's vehicle models, providing an unusually immersive and engaging experience. Incorporating augmented reality (AR) allowed BYD to present a cutting-edge approach to showcasing its products, appealing to tech-savvy consumers and making the brand stand out in a bustling market.

To maintain momentum, AFEMC/BYD launched an always-on conversion campaign. Their strategy involved continuous efforts to drive traffic to their website and encourage lead generation, utilizing targeted ads to reach users who had interacted with the AR Mall, as well as those who experienced the initial takeover component. The approach ensured sustained engagement and maximized the impact of their marketing efforts.

Driving Results: The Impact of BYD's Campaign

The results of AFEMC/BYD's forward-thinking campaign proved the viability of their strategy.

• The first story takeover alone reached 22% more users within 24 hours compared to the benchmark, demonstrating the immediate impact of their launch announcement.

• The cost-per-lead (CPL) achieved through the always-on conversion campaign was 38% lower than the industry average. This significant reduction in CPL indicated not only cost efficiency but also the high quality of leads generated through targeted marketing efforts. The average camera playtime for the AR Mall experience was 1.7 times higher than the industry benchmark, highlighting the engaging nature of the virtual showroom and its ability to hold user interest.

• A 4% uplift in action intent among users signaled a positive shift in consumer behavior and intent to engage with the BYD brand, suggesting that the campaign effectively moved potential customers down the funnel, from awareness to consideration and eventually to conversion.

AFEMC/BYD’s entry into the Saudi market through a well-orchestrated Snapchat campaign showcases the power of thinking outside of the box when it comes to digital marketing strategies. Through leveraging AR technology and targeted advertising, BYD not only introduced its new energy vehicles to a new audience but did so in a way that was engaging, cost-effective, and impactful.