OSN+
The premium streaming service designed specifically for the MENA region partnered with Snapchat for a strategic, full-funnel marketing campaign—boosting brand awareness while also driving app installs and purchases at an efficient cost.
The team’s holistic approach on Snapchat was instrumental in capturing the attention of potential subscribers while also emphasizing the platform’s exclusive offerings.
Reinventing Streaming for MENA
OSN+ is a premium streaming service designed specifically for the MENA region, offering a fresh, modern interface and a robust catalog of content. OSN+ features a blend of international shows and movies and exclusive partnerships with major studios such as HBO, Peacock, and Paramount.
Despite its extensive content library, OSN+ identified an opportunity in one of its largest markets, Saudi Arabia. The company had focused primarily on lower-funnel marketing strategies, such as app installs, without investing in brand awareness. This approach led to increased cost per acquisition and reduced return on ad spend. Consequently, OSN+ started losing its share of voice in the competitive GCC streaming market.
To strengthen its position in the Saudi market, OSN+ partnered with Snapchat for a strategic, full-funnel marketing campaign. OSN+’s decision was easy, as Snapchat's significant user base in the region established it as the ideal platform to boost both app installs and brand awareness.
The campaign centered around the launch of the highly anticipated HBO series "House of the Dragon," exclusive to OSN+ in the MENA region. OSN+ collaborated with Snapchat to create a global Augmented Reality (AR) Lens, localized for the Saudi audience. The innovative lens was used in multiple ad formats, including Commercial and Story Ads, effectively showcasing the exclusivity of the show on OSN+.
By integrating upper-funnel tactics like First Lens and First Commercial advertising with their lower-funnel app-install campaigns, OSN+ was able to create a seamless customer journey from awareness to consideration to conversion. Their holistic approach was instrumental in capturing the attention of potential subscribers while also emphasizing the platform’s exclusive offerings.
The full-funnel strategy yielded impressive results for OSN+. After adding upper-funnel AR Lens campaigns to their advertising mix, the team achieved significant lower-funnel improvements quarter over quarter:
41% increase in overall installs¹
24% increase in revenue²
+92% SKAdNetwork app installs at a 20% lower cost per SKAdNetwork install¹
19x increase in SKAdNetwork purchases at an 85% lower cost per SKAdNetwork purchase³
Balancing brand awareness with direct response efforts proved to be key: OSN+ successfully regained its share of voice in the KSA market.
OSN+’s journey highlights the importance of a comprehensive marketing strategy that leverages both brand building and performance marketing, underscoring the value of understanding your audience and choosing the right platforms to engage them. Their success with Snapchat shows that even established brands can benefit from adopting an always-on, full funnel approach to align with evolving consumer behaviors.