Eyewa
eyewa, the largest eyewear brand in the Middle East, not only used Snapchat to join the World Cup conversation but to own the entire moment in Saudi Arabia. Launching a creator-led journey, eyewa reached millions and achieved an action rate of over 11% via Promoted Places.
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"Football is the biggest shared moment of the summer in Saudi Arabia, and we wanted to be part of the game, not just around it. Snapchat let us build one connected journey, from the Lens to Chat to Snap Map, where we became the first brand to bring a Snap Star’s Bitmoji into Promoted Places, guiding fans from playing with our brand to walking into our stores. Reaching 77% of our target audience confirmed Snapchat as a core platform for eyewa"
- Younes Sekkat, Growth Director, eyewa
Seeing the Bigger Picture
For countless football fans, the FIFA World Cup is more than just a sporting event. It’s an opportunity to connect with the players, pundits and peers that contribute to a global conversation. eyewa, a leading eyewear brand in the Middle East, wanted to join that conversation – and it needed to leverage Snapchat to do it.
From Spectatorship to Participation on Snapchat
eyewa’s aim was bifold: it wanted ownership of the World Cup moment in Saudi Arabia to coincide with the launch of its Falcon and Knight collections. To do this, the brand made Snapchat the campaign’s exclusive home, with Snap Star Abdullah Al Aydah leading fans through a connected brand journey that turned spectatorship into participation.
Every Snapchat surface played a distinct role in one connected 'Falcon Mode' journey.
To begin, an immersive AR Lens gave fans a chance to become the football hero by letting Snapchatters ‘step into the stadium stands’ before a surprise retake turned them into the player who just scored.
Meanwhile, Abdullah Al Aydah joined fans' Chats via a Sponsored Snap to introduce eyewa's World Cup collection. In a groundbreaking move, fans could then follow his Bitmoji on Snap Map through Promoted Places to discover nearby eyewa stores - making this the first time any brand used a Snap Star's Bitmoji within Promoted Places.
Finally, Snap’s Platform Burst amplified the campaign at scale, supporting the brand’s aim to own the moment in Saudi Arabia.
Celebrating an Action-Packed Performance
eyewa’s World Cup Campaign on Snapchat was a resounding success in Saudi Arabia. Throughout June and July, the brand reached 17.6M Snapchatters, which accounted for 77% of its target audience. Its Lens averaged a 12.4 second playtime and it also achieved a 11.46% action rate via Promoted Places. What a performance.
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