Etisalat
e&, formerly known as Etisalat, is a leading UAE technology brand known for having the region’s most advanced 5G and fiber networks. Through A/B testing, the team found that Sponsored Snaps delivered superior cost efficiency and expanded audience reach compared to BAU campaigns.
“As a tech company, we looked to join conversations without being intrusive. Through Sponsored Snaps, we appeared where people were already engaged and on their terms. This approach expanded our reach and kept costs efficient.”
- Fares Hamad, VP of Digital Marketing, e&
e&'s Quest for Cost-efficient Reach
After rebranding to reflect its shift to a broader digital group, e& (formerly Etisalat) remains UAE’s leading telecom and technology brand while now driving connectivity and digital innovation across the country, offering a range of lifestyle, enterprise, and tech solutions supported by one of the region's most advanced 5G and fiber networks.
In efforts to expand its reach during the back-to-school season, the brand used A/B testing to assess the cost efficiency and audience reach of Sponsored Snaps. Within a competitive telecom landscape, e& sought to understand the incremental value of reaching users in the chat feed compared to other Snapchat placements.
e& Scales Reach and Efficiency with Snap Ad Placements
e& conducted an A/B split test in Snap Ads Manager, comparing a Sponsored Snap-only placement against a business-as-usual (BAU) placement using only Snap Ads and Story Ads. The goal was to efficiently reach a broad audience.
In just four weeks, the team realized that Sponsored Snaps significantly outperformed other placements, and contributed to a remarkable total paid reach across campaigns, resulting in:
3.5x paid reach vs. other placements 1
20% lower CPM vs. other placements 1
1.3M total Snapchatters reached across campaigns 1
This demonstrated that Sponsored Snaps offer superior cost efficiency and highly scalable audience reach for telecom advertisers during seasonal campaigns.
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