Snap’s Ramadan AR Mall: When Culture Meets Innovation to Drive Success

Snapchat Brought Traditional Ramadan Customs

A platform rooted in authentic connection, Snap amplifies the cultures and seasons that share this value, while actively encouraging brands to do the same. 

During Ramadan, meaningful connection is communicated through togetherness, family gatherings and the exchange of gifts. It’s also a time where Snapchatters in the UAE play with Lenses more than 25 million¹ times a day, while engagement in Saudi Arabia exceeds 210 million¹ times each day.

Enhancing the Ramadan experience through Snapchat, Snap’s AR Ramadan Mall made a serious splash – for the third year in a row. Its innovative technology provided an opportunity for brands to connect with consumers through impactful interactive experiences. Serving as a digital extension of physical Ramadan shopping behaviors, it honored traditional customs in an innovative way. 

Into the Digital Realm

As 85% of Snapchatters in the GCC engage with AR Lenses on a daily basis, the community showed it was more than ready for the next stage of the Ramadan shopping experience. From virtual window-shopping to interactive product showcases, Snap empowered brands to create memorable experiences that would resonate with consumers while connecting with them in a meaningful way at a key point in the commercial calendar. 

With an immersive 360° function, customers could explore Snap’s digital mall and browse four different floors that were home to five different verticals. From Luxury, Fashion, Beauty, to Food & Beverage and Automotive stores, Snapchatters could shop the perfect gifts for loved ones – from the comfort of their own homes.

Designed to reflect two different periods in the region’s calendar, the mall’s night-time theme was activated throughout Ramadan, while the second look, which was illuminated with crescents and stars, was used for Eid celebrations. Bringing traditional Ramadan activities into the future, Snap gave users a chance to celebrate the season in two distinct realms – using AR as the driving force. 

Reaching Millions in MENA 

Four future-focused brands shared the initial vision and joined Snap’s AR Ramadan Mall back in 2022. The success enjoyed by these brands incentivised others, and the following year Snap’s AR Ramadan Mall was home to nine brands. 

By 2024, Snap had a further 11 brands on board: Givenchy, Caroline Herrera, Max Fashion, 2United, Faces, Arabian Oud, Almajed, Lipton, Cadbury, Domino’s Pizza and Build Your Dream. Snap’s AR Ramadan Mall was named in 5 Inspiring Ramadan Brand Campaigns in 2024,  featured in The National’s Top 10 Things to Try During Ramadan and brought to life by 15 Snap Stars who showcased the breadth of the mall for their followers.

Season 3 of the AR Ramadan Mall has proven enormously successful, generating over 257M+ total impressions, with a total reach of 16M+. It celebrated 220K+ total swipes, 401K+ total shares, and 20.3s average playtime. It also saw 1.3X the average ROAS.

Overall, the 2024 campaign boosted ad awareness by 5 pts, which was +50% the norm for ad awareness. It also saw a 4-pt lift in Brand Favorability, which was 2.5x the norm, and a 4-pt lift in Action intent, which is 3x the norm.

Snap’s AR Ramadan Mall is more than just a shopping destination; it's a celebration of culture, community, and connection with the GCC audience. By leveraging the power of augmented reality and Snap’s engaged user base, brands can make a real impact during a special time of year.