Saudi Camel Federation
To modernize a heritage event, the Saudi Camel Federation launched a bold Snapchat campaign for the Crown Prince Camel Festival using vertical video and a platform-native burst strategy that delivered a lower CPM, higher CTR, and broad incremental reach.
With a platform burst composed of Sponsored Snaps, Snap Ads, Commercials, and Story Ads, the Saudi Camel Federation created an online moment fit for its flagship racing event.
Festival FOMO? Meet the “Crowning” Moment
In the world of event marketing, even culturally-rich organizations can hit a wall: You’ve got the heritage, you’ve got the spectacle, but how do you amplify it so it feels fresh and relevant — especially to the younger crowd?
Enter the Saudi Camel Federation, an arm of the General Sports Authority in Saudi Arabia tasked with shining a light on one of the Kingdom’s most distinctive cultural events: the Crown Prince Camel Festival. The challenge facing the Federation was to elevate public awareness and engagement at scale, while doing it in a way that resonates with Saudi youth and honors cultural roots.
Featuring camels renowned for their pedigree, a storied tradition, and a national sporting push in motion, they also needed a modern media play — not just a banner ad or outdoor billboard. Given that Snapchat reaches over 90% of Saudis aged 13–34 and users open the app more than 50 times a day, the platform offered unique access and engagement potential.
From “Just Another Race” to “Snap-Worthy Moment”
The team developed a bold, creative strategy via Snapchat: vertical video, sound-on, culturally tuned, and deployed through a multi-format platform burst. Transforming the festival’s story into something immediate, mobile-native, and entertaining meant not just telling people it’s happening, but making them feel like it’s the place to be.
With a platform burst composed of Sponsored Snaps, Snap Ads, Commercials, and Story Ads, the Federation created an online moment fit for the occasion. Sponsored Snaps, one of the newest formats on the platform, can be used across awareness, consideration, and conversion objectives, with their coveted placement providing incremental reach compared to other surfaces.
When the dust settled after the Crown Prince Camel Festival, the results were clear:
11x incremental reach vs. previous period 1
64% lower CPM vs. historical average 1
50% higher click‐rate 1
Those numbers translate into real business wins: cost efficiencies, stronger engagement, and huge reach uplift. It shows what happens when you combine culture-rich content, regional audience insights, and a platform-native media strategy.
You don’t need billions in budget to win big. What you do need is a sharp insight about your audience, a platform they use constantly, and ad creative that fits the medium rather than flops because it’s just a repurposed TV spot. Elevate your heritage or your key event by leaning into the platform where your audience actually lives, make bold creative choices, and measure not just impressions but incremental reach and engagement.
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