How Highway Won Saudi National Day with Savvy Snapchat Ad Campaign

Standing Out In A Saturated Shopping Season

Highway for Car Accessories sells women's gloves to prevent sunburn while driving their cars in Saudi Arabia. It's a smaller company operating in a crowded industry that's full of online sellers, all looking to capture the attention of potential customers.

This creates significant advertising challenges — particularly during Saudi National Day when competition is at its most intense: Low purchase rates, higher costs per purchase, and a fierce battle for customer attention.

Still, the industry is booming, and demand for car accessories of all varieties remains high. All these factors made finding the right advertising platform a top priority. That's where Snapchat came in.

A Proactive and Targeted Approach

Snapchat is a popular platform embraced by a wide variety of audiences as they share, celebrate, and connect. It's where 90% of Snapchatters in Saudi Arabia enjoy commemorating special occasions by making purchases for themselves or others.¹

Highway for Car Accessories recognized this potential and chose to launch a full Saudi National Day campaign before other sellers ramped up their advertising efforts — utilizing the gaps in time where it could still compete despite its competitive disadvantages.

Launching early gave the advertiser nearly a 30-day buffer before Saudi National Day, allowing the freedom to compete at lesser bidding rates and still hold its own against more financially capable competitors.

A shift in targeting also yielded significant returns. Initially, the company's ads were made for younger audiences — ages 24-34. After analyzing its purchase audience, the company concluded that launching an additional ad set for customers aged 35+ years might give it the edge it needed.

More Sales at Lower Costs

By focusing its advertising efforts on women 35 years and older, the team saw strong initial campaign results that outperformed expectations. Over the course of 10 days, the campaign continued to perform well, resulting in more sales and a further decrease in CPP. Yet, as time went on, the CPP increased significantly. To address this, Highway changed the bid type from auto-bid to max bid, lowering cost per click to $23–lower costs than expected compared to industry averages.

Ultimately, the campaign generated 1,112 purchases and 7,376,137 paid impressions in the 30 days leading up to Saudi National Day.