Jawwy By stc Achieves a 5 Point Lift in Brand Favourability and Drives Online Sales of its SIMs By Using AR

Jawwy is an innovative, digital-first mobile plan from stc (Saudi Telecom Company) – the Gulf’s number one telecommunications brand.

This year Jawwy partnered with Snapchat to engage with its audience of young, digitally savvy Saudi youth to celebrate Ramadan & Eid by creating timely, unique and immersive experiences using Snapchat Lenses.

Starting April 1st, Jawwy ran multiple Snapchat Lenses at key moments during the daily Ramadan cycle - Fasting Time, Iftar and Suhour. The objective was to fuel and celebrate key moments in the Ramadan calendar that unify and bond the Saudi community and showcase their values and traditions during a time when audiences are most receptive.

The use of Snapchat AR Lenses succeeded in significantly driving brand metrics across the funnel. The Lenses reached 5.2M unique Snapchatters during the busy month of Ramadan, increasing brand favorability by 5 pts and the brand imagery attribute by 2 pts. ¹

Following the success of the Ramadan activity, Jawwy introduced an Always-on AR Lens strategy and planned two lenses per month, a gamified Lens in the first week of the month to build brand engagement and a product Lens in the last week to coincide with salary week and the peak monthly sales period. Between May 20th and June 20th 2022, the Always On AR Lens campaign drove nearly 3,000 sales of Jawwy SIMs online.