OSN+

Finding Success Throughout the Funnel

Synonymous with at-home entertainment in Saudi Arabia, OSN+ has been bringing local and international content to audiences since its launch in 2022. For three years, the subscription-based streaming service has successfully focused on lower-funnel campaigns. However, this approach has limited the brand’s ability to acquire new customers, ultimately preventing opportunities for growth. To address this pain point, OSN+ decided to incorporate upper- and mid-funnel campaigns into its strategy – and that’s where Snapchat came in.

Investigating Snapchat’s Impact

To capture a broader audience, build awareness, and nurture potential subscribers before conversion, OSN+ introduced a variety of engaging Snapchat ad formats, including Commercials, Snap Ads, and Story Ads. From sneak peeks of sci-fi shows to spotlighting free streaming trials, the brand expertly leveraged Snap’s products to showcase its vast offering and meet its new objectives.

Crucially, in order for the brand to optimize investments and ensure long-term success, OSN+ also needed to quantify the impact of Snapchat in its overall marketing performance. Implementing a Marketing Mix Modeling (MMM) study, the brand was able to measure its media investment across multiple channels while also measuring Snapchat’s role in driving subscriptions.

Confirming Snapchat’s Commercial Contribution

Through the MMM study, OSN+ tuned into Snapchat’s power; identifying the fundamental role it plays in its success, driving subscriptions while maintaining room for further growth.

More specifically, it established that Snapchat contributed to 7.6% of media driven subscriptions and drove 25% of Overall Social Media's contribution to subscriptions. Furthermore, Snapchat ranks in the top 3 social media channels in terms of ROI , with consideration campaigns on Snapchat outperforming the ROI benchmark by 1.8x.

By diversifying its approach and leveraging Snapchat’s unique ad solutions, OSN+ transformed its acquisition strategy and proved the power of a full-funnel, data-backed marketing approach – with ease.