Snapchat and Gathern: A Winning Combination in Rebranding

A Brand Reintroduction That Resonates

Gathern, the first licensed peer-to-peer accommodation platform in Saudi Arabia, recognized a need to refresh its brand to stay competitive and relevant. Specializing in vacation rentals of all kinds (think apartments, chalets, villas, farms, resorts, camps, and caravans), the team wanted to keep things fresh and resonate more deeply with its diverse customer base across the Kingdom.

The team at Gathern had a clear objective: develop and launch a resonant rebranding campaign to reach as many people as possible while still maintaining performance results. Leveraging Snapchat’s extensive and engaged user base, Gathern sought to create high visibility for its new brand identity and drive both awareness and engagement.

Targeted and Engaging Ads Across Snapchat

The Gathern team kicked things off by strategically placing ads on Snapchat to make sure they reached a wide audience most likely to be interested in their vacation rental services.

Through a combination of eye-catching Snap Ads, Story Ads, and Commercial Ads, the team aimed to present potential customers with high-quality creative content and compelling stories to highlight the new brand identity and emphasize Gathern’s unique offerings.

The first in the region to use it, Gathern tested Reserved Burst—a strong blend between two types of reservations campaigns: platform burst and reach and frequency. This strategy presented the ads to targeted audiences in waves. The team used Snapchat’s tools to set frequency caps, ensuring that users saw the ads multiple times across different intervals, reinforcing brand recall and encouraging engagement. This systematic approach helped to maintain a steady flow of impressions while optimizing the cost per reach and impacting performance campaigns.

Results You Never Could Have 'Guest'

Gathern's rebranding campaign was a massive success! They reintroduced the brand to an engaged audience and left a remarkable impact, with significant increases in brand awareness and engagement. The strategic use of Snapchat’s advertising tools allowed Gathern to reach a wide audience while maintaining strong performance in app downloads, user registrations, and bookings.

Additionally, the impact extended beyond reach and impressions:

• Return on Ad Spend increased by 30%

• Cost per Click decreased by 10%

• Gathern achieved a 10% uplift in share of voice following the platform burst

• Overall reach increased by 256%