stc Partners With Snapchat to Effectively Drive Incremental Reach Over TV


of overall campaign reach


incremental reach over TV


of the campaign impact on Awareness


impact on stc’s association with a brand that supports sustainability

The Story
stc is the biggest mobile operator in the Kingdom of Saudi Arabia. stc and their agency, UM partnered with Snap to gain a deeper understanding of the incremental benefits of advertising on Snapchat in a cross-media campaign environment. stc’s Ramadan 2021 activity that included corporate and postpaid campaigns were chosen for the partnered study. In the month of giving, the theme of stc's Ramadan campaign was all about giving more. The message “give more” was delivered through a corporate video that ran across TV and social media.

The Solution
Snap commissioned Kantar to run a ‘cross media study’ as an independent research to quantify the impact of Snapchat advertising in driving incremental reach and increasing awareness of stc postpaid, while strengthening the association of the brand with sustainability.
“Give More” was heavily communicated through TV and Digital channels to promote sustainability and encourage individuals to take action and be part of shaping the future. 

The Result
Snapchat drove 10% of the overall campaign reach and contributed to 13.9% incremental reach over TV. Snap also drove 14% of the campaign impact on awareness metrics.1 Further, Snapchat worked synergistically with TV to deliver a third of the campaign impact on awareness of stc postpaid.
Most importantly, Snap drove 50% of the campaign impact on stc’s association with a brand that supports sustainability. 

1 Kantar Cross Media study commissioned by Snap Inc, Ramadan 2021